Image of [Part 2] Scaling Nocs – REI, Wholesale Strategy & E Commerce Growth Hacks

[Part 2] Scaling Nocs – REI, Wholesale Strategy & E Commerce Growth Hacks

  • March 26, 2025
  • |
  • Rebecca Babicz

How do you scale a niche product and turn it into an outdoor brand loved by customers and major retailers alike? Chris McKleroy, founder of Nocs Provisions, joins host Rebecca Babicz to share the behind-the-scenes of growing his company from DTC (direct-to-consumer) success to landing in REI stores across the country. In this episode, Chris discusses wholesale strategies, e-commerce growth hacks, and how values-driven branding played a key role in Nocs' expansion. Whether you're building a physical product, exploring wholesale, or looking to refine your brand strategy, this conversation is packed with practical insights and hard-earned lessons.

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Quotables: 

 "No matter how hard you’re killing it, you need to be monitoring cash flow at every stage of business." – Chris McKleroy
"We didn’t chase REI—REI came to us. Because we stood for something." – Chris McKleroy
"Your product should create more value than it consumes. Otherwise, why make it?" – Chris McKleroy
 "A business can scale fast, but if cash flow isn’t locked in, it can crater just as quickly." – Chris McKleroy


What You'll Learn: 

  • The rise and fall of Boombotix, and what led to its eventual sale
  • The biggest cash flow mistakes startups make—and how to avoid them
  • The Nocs Binoculars origin story—turning an idea into a successful brand
  •  How REI discovered Nocs and made room for it on their shelves
  • The importance of sustainability & brand values in modern product companies
  • How building a strong financial model can make or break a startup


Key Takeaways from This Episode:

  • Cash Flow is King – No matter how great your product is, failing to manage cash flow can kill a business.
  • Sustainability Matters – Brands that align with strong values and environmental responsibility stand out.
  • Retail Partnerships Can Be a Game-Changer – Being in REI transformed Nocs trajectory and validated the brand.
  • Software Can Help Scale Faster – Investing in the right ERP system (NetSuite) helped Nocs manage inventory and operations effectively.
  • Community & Brand Loyalty Drive Growth – Building a loyal customer base before investing in ads leads to long-term success.


People and Resources Mentioned in This Episode:


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