What it Takes to Keep a Brand Alive, Relevant AND Profitable for 20+ Years with Nikita Sernack from Nookie

Most brands don’t survive one trend cycle, let alone 20+ years. But Nikita Sernack has built Nookie through the pre-social media days, the rise of founder-led brands, international stockists, COVID, AND the launch of a second label (Rumer). In this episode, I’m sitting down with Nikita to chat about what actually keeps a brand relevant for that long. From building a cult customer base, to knowing when growth isn’t profitable, to hiring people who can take the business further than you can alone. **Key moments:** 0:00 - How Nikita built Nookie before social media, e-commerce and founder-led brands became the norm 6:21 - Building a guilt following before social media really took off 9:22 - The hiring mistake that makes founders busier than ever 13:48 - What happens when your core product is built for events people suddenly can’t attend 15:03 - Why launching a second brand can expose weaknesses your first brand was strong enough to hide 17:45 - How to lead a team without becoming the person every decision has to come back to 20:13 - What a founder should focus on once the business has grown past the early stage 24:14 - The cost of saying yes to the kind of growth most brands dream of 27:54 - The decision to go global 28:52 - How a major retailer partnership can become more than just a sales channel 29:58 - What it looks like to evolve a brand without losing the reason people loved it in the first place 30:24 - The three hires that can protect the parts of your business customers actually experience Find Nookie on IG @lovenookie and watch Rumer’s relaunch at @rumerthelabel If you want help building your offshore team, send me a message over at @jesswhatman\_agentsync - ⁠https://www.instagram.com/jesswhatman\_agentsync/⁠ Not sure what you could delegate or the next role you need? Ask Andy - https://agentsync.com.au/meet-andy Find out more about off-shore employees over at ⁠https://www.instagram.com/agentsync\_/⁠ and ⁠https://agentsync.com.au/⁠ And see behind the scenes content over at https://www.instagram.com/built.to.lead.podcast/ AgentSync