Culver City

BUSINESS: E-commerce hair-care products



2013 REVENUE: $10.8 million

Responses from Chief Executive Francisco Gimenez:

What did you do to achieve the company’s growth?

Our growth stems from our ability to fulfill an unmet consumer demand through continuous innovation. When we look to expand our business, we start where consumer demand already exists, both from a product perspective as well as with our approach to new markets. This April we launched our first online shop, offering a range of products designed to meet the needs of color-treated hair, a natural extension of our core product. We also opened our first office in the U.K. and will be launching a localized site there in the months ahead.

How did you manage the growing workload? For example, did you have to add space or move into new facilities?

To accommodate our growing team and operations, we’ve moved offices three times over the last four years. Through it all, we’ve looked to hire talent equipped with the right skills and experience to address the needs of a business larger than our own.

What was the biggest challenge for your staff?

Our biggest challenge has always been to retain the same expected customer service level amid such high growth.

Do you plan on continuing a fast-growth path or has the time come to slow down a bit?

We plan to leverage our current momentum and continue pushing toward accelerated growth. We’re still a relatively small player in a rather large industry and have plenty of room to expand.

What’s the most important lesson you’ve learned over the last three years?

We’ve cultivated a true test-and-learn environment. We know not to stick to a plan if it isn’t working. And if someone has a great idea, we put it into quick action by testing it. We observe and analyze every test, drawing out clear takeaways that we can apply to future initiatives.

For reprint and licensing requests for this article, CLICK HERE.