Ecommerce on Tap by Sourcify and Izba Consulting

Rothy's is known for sustainable shoes made from recycled plastic bottles. But that's not actually what they built. In this episode, Aaron and co-host Barb Almeida (Superbloom Insights) break down the real story behind Rothy's — a programmable knitting system that two outsiders spent four years and $2 million developing before they ever sold a single pair of shoes. They cover why footwear is one of the most waste-intensive consumer categories, how Rothy's designed waste out of the manufacturing process before they designed the product, why Nike never sued them despite using similar technology, and what Alpargatas was actually buying when they put $475M into a 49.9% stake in 2021. If you're building a physical product brand — or thinking about what makes a manufacturing-led business defensible — this one is worth your attention. Topics covered: Why footwear has more manufacturing waste than almost any other consumer category How Rothy's programmable knitting system works The four-year, $2M development period before launch The 2012 DTC playbook — and why Rothy's did the opposite Rothy's vs. Nike Flyknit: same technology, completely different objective Goldman Sachs and Alpargatas: what they were actually buying What founders can take from a brand that built the system before the product The Shopify origin story (tidbits segment) Tariff refund update: $20B paid out so far Ecommerce on Tap goes deep on the operational and commercial story behind specific consumer brands and categories. Each season covers one industry. This season: footwear.

Welcome to ECommerce On Tap, where Aaron and Nathan dive deep into the inner workings of the world’s most dynamic consumer categories. This season, they’re unraveling the mysteries of fragrance—from the basics of what constitutes a scent, to the rich history that took fragrance from ancient rituals to global luxury status. Whether you’re curious about the science behind a great perfume, the complexities of launching a fragrance brand, or the trends shaping the $50+ billion global market, this episode sets the stage for it all. Join our hosts as they cover how fragrances are made, who holds the power in the supply chain, the role of storytelling, and the regulations that shape what ends up in the bottle. With personal stories, industry insights, and a look at the cultural icons that changed everything—like Chanel No. 5—this is the essential introduction to a season filled with brand spotlights, founder journeys, and actionable takeaways for ecommerce entrepreneurs. So whether you’re a fragrance fanatic, a brand builder, or simply intrigued by what makes this industry so unique, tune in—ECommerce On Tap is about to make the world of scent come alive. Don’t forget to subscribe and stay with us for the full fragrance deep dive!

In this episode, Aaron and Nathan dive deep into the fascinating world of supplements, spotlighting a true disruptor in the probiotic space: Seed. Known for its research-driven approach, Seed has transformed a crowded wellness category by prioritizing science over hype, building its brand on education and clinical validation rather than marketing gimmicks.

Aaron and Nathan reveal how Bloom Nutrition went from a niche pre-workout brand founded by Mari Llewellyn and Greg LaVacchia to Amazon’s best-selling greens powder, all by tapping into untapped audiences and making strategic moves that AG1 missed. You’ll hear how Bloom leveraged social media influence, taste innovation, and multi-channel growth to win over wellness consumers, landing partnerships with big-box retailers like Target and Walmart, and securing a minority stake sale to Nutrabolt at an impressive valuation.

Aaron and Nathan dove into the fascinating growth story of Nutrafol, the supplement brand that’s redefining hair wellness. We explored how three founders, each with their own hair loss journey, built trust through clinical trials and strategic partnerships with dermatologists, then scaled to a massive Unilever acquisition. We unpacked lessons on positioning, subscription business models, and how to expand your brand by leaning into science-backed results. If you’re building in ecommerce or supplements, Nutrafol’s journey is packed with actionable insights. Ecommerce On Tap Episode 2, Season 6 October 14, 2025 ★ Episode details: https://share.transistor.fm/s/2102a763

Vacation was founded by a pair of beach-loving creatives who teamed up with the mastermind behind PoolSuite FM, an internet radio station obsessed with retro leisure vibes. Together, they built a brand that’s as much about playful escapism as it is about serious sun protection. From recreating the iconic Orange Gelee tanning gel to launching Instagram-worthy whipped sunscreen, Vacation’s journey is a masterclass on community-driven branding, product innovation, and leveraging cultural nostalgia for explosive growth. Nathan and Aaron break down the science behind sunscreen, the regulatory hurdles for global expansion, and how Vacation has gone from a DTC darling to the #1 sunscreen in Target. With $40 million in revenue and serious acquisition buzz, this episode peels back the layers on what it takes to disrupt a legacy category—and why the future of sunscreen just might look like the past. https://poolsuite.net/ Vacation ad: https://www.tiktok.com/@vacationinc/video/7132998444548885802

In this episode of Ecommerce On Tap, hosts Aaron Alpeter and Nathan Resnick take you through the incredible journey of Curology—the team that managed to build a $200 million brand not once, but twice. 🎉 We dive deep into: The founding story of Curology and its breakthrough in prescription teledermatology The complex regulatory and compliance hurdles of launching in the healthcare industry How Curology scaled from a niche telemedicine offering to a DTC powerhouse, and eventually, to major retail shelves like Target, CVS, Walmart, and Amazon The company’s remarkable post-pandemic pivot: how they navigated the decline in telehealth demand and reinvented themselves with OTC (over-the-counter) skincare products Behind-the-scenes insights into their supply chain, fundraising rounds, growth challenges, operational pivots, and leadership transitions Lessons for founders on spotting exit windows, adapting to market shifts, and whether personalization is a competitive moat—or a margin trap Plus: Hot takes on celebrity economy trends (Sydney Sweeney’s brand impact!), presidential executive orders shaking up e-commerce, and why Curology’s story is a rare case study in business reinvention and resilience.

On this episode of Ecommerce On Tap, we broke down how Hailey Bieber’s skincare brand, Rhode, achieved a billion-dollar valuation in just three years—with less than ten products, no paid celebrity endorsements, and a viral waitlist strategy. We looked at why authenticity and hands-on founder involvement mattered more than just lending a celebrity name, how tactical storytelling and minimalism fueled insane demand, and what founders can learn about operational excellence, keeping product lines focused, and preparing for a massive exit.