Form shopify startup to Walmart shelves: building a category leader.

Cheeky co-founder Samuel Goodman details the evolution of his direct-to-consumer dental brand, which began by identifying the high cost of dentist-provided nightguards. By leveraging 3D printing technology, the company created an affordable, subscription-based alternative. The business model prioritized customer insights, utilizing landing pages and direct phone interviews to validate pain points before scaling operations. Expanding into major retail chains like Walmart required years of persistence, rigorous product testing, and a focus on providing superior value at a competitive price point. Successfully navigating the transition from an online-only model to physical store shelves demands patience, data-driven performance analysis, and a commitment to meeting strict logistical requirements. This journey highlights the necessity of maintaining a lean team while utilizing specialized agencies to manage the complexities of retail expansion and ongoing product development.