Checkout Chats: Charlotte, Founder of CharCharms

This week I got to sit down with Charlotte Trecartin, the founder of CharCharms, a water bottle accessory company.

The rise of reusable water bottles is a trend that shows no sign of slowing down. Stanley, a brand with over a century of history, exemplifies this growth. Stanley's sales skyrocketed from $70 million in 2019 to an astonishing $750 million in 2023.

And Stanley isn’t the only brand that has seen significant growth in the past few years. Brands like Owala, Simple Modern, and Brümate have also experienced substantial increases in sales. Simple Modern, for instance, has reported over $250 million in revenue.

This surge in popularity underscores the continued cultural shift towards viewing water bottles as status symbols rather than mere accessories. From the days when Nalgenes were all the rage to the HydroFlask frenzy of 2019, reusable water bottles have consistently held a place of prominence.

CharCharms' Journey from DTC to Major Retailers

For the first two and a half years, CharCharms operated solely as a DTC brand. But that all changed in in December 2023.

Charlotte got in contact with the team at Dick's Sporting Goods. This led to a quick progression from their initial contact to a holiday test launch in 80 stores right after Black Friday of 2023. By the end of that year, they had expanded to 140 stores, focusing primarily on charm bundles.

The success of the test launch solidified their partnership and led to a spring launch in March. This shipment marked CharCharms' nationwide presence in 780 stores, offering a variety of 12 different SKUs!

Expanding Product Lines and Nationwide Launches

Their success with Dick's Sporting Goods has paved the way for more expansion. CharCharms is gearing up for a nationwide back-to-school launch, shipping out another order next month, which will be available this summer. They plan to keep launching new products throughout the fall, holiday season, and into the new year.

The market trend, largely influenced by Stanley, has shifted towards making hydration fun and fashionable. The initial surge of enthusiasm from early Stanley adopters is now transitioning to mainstream consumers, making it much more normal for people to own multiple water bottles. This shift presents a significant opportunity for CharCharms as they cater to a broader audience with their diverse range of accessories, compatible with various brands like Hydro Flasks, Owala, and Yeti.

Collaborations and Custom Collections

CharCharms' product line is continually evolving, driven by close collaboration with their retailers. Charlotte works closely with the team at Dick's Sporting Goods, brainstorming pattern ideas and mood boards, and creating custom collections.

The Future of CharCharms

Looking ahead, CharCharms will continue to expand in retail, signifying their growing footprint in the market. Balancing this growth with their supply chain capabilities is a priority, as they aim to strike while the iron is hot.

The Trend Towards EDC

CharCharms' expansion isn't limited to water bottles. The trend towards everyday carry (EDC) items, which includes practical, everyday accessories - like wallets, pens, small cases - offers another avenue for growth.

As Sean Frank from Ridge Wallet suggests, becoming an accessory company is essential for long-term survival. While CharCharms currently focuses on water bottle accessories, the potential to diversify into other types of EDC products is exciting. Their goal is to eventually be recognized as a leading accessory company, possibly exiting to a major water bottle brand.

Reinventing the Hydration (Accessory) Aisle

Their water bottle agnostic approach allows them to cater to a wider range of customers, ensuring that everyone can enjoy their products regardless of their preferred brand.

I love how Charlotte is keen on listening to her retailers and customers, ensuring that they meet their needs and exceed their expectations!

As someone who personally loves all things EDC, I am very excited to see how CharCharms grows and scales!