How To Build A Cookware Company From Scratch And Scale To $1 Billion
Executive Summary
A Shopify Masters interview, hosted by Serena Smith, with Danny Winer, co-founder and CEO of the cookware brand HexClad. He describes betting early on direct-to-consumer when retail buyers turned him away, the pandemic boom as people cooked at home, how celebrity chef Gordon Ramsay found the product on Instagram and became a partner, the design goals of durability and a non-stick surface, and how he thinks about leading by example and decency toward founders. The host's intro cites over 380 million dollars in revenue, and the description cites 500 million dollars for 2024. Sponsor: Shopify, which produces the show and is named in the description with a free trial offer. PARTIAL COVERAGE: this note is based on the opening, the early rejection story, the product and materials discussion and the closing, and may not cover every point in the roughly 35 minute video. Revenue figures and product safety claims, including his comments on PFAS, are the guest's own and not independently checked, and nothing here is medical, health or financial advice.
Key Takeaways
Build to last
The guest says he wanted to build a company that would be around in 50 or even 100 years.
A pandemic tailwind
He says a great product, direct-to-consumer shopping and people cooking at home combined into a perfect storm.
Early no's
He says retail buyers told him nobody buys cookware direct, and he turned those lessons into better Facebook ads.
Decency with founders
He says an investor was condescending to him and that there is no price for decency.
Gordon Ramsay partnership
He says Ramsay found the product on Instagram, liked it and became a business partner.
Durable by design
He says the pans are hard to damage from overheating and that durability is his main sustainability claim.
Forever chemicals view
He says he does not want to scare people, that he read what regulators say, and that the first message should be value.
The Conversation Breakdown
Build to last
⏱ Untimed topicThe guest says he wanted to build a company that would be around in 50 or even 100 years.
A pandemic tailwind
⏱ Untimed topicHe says a great product, direct-to-consumer shopping and people cooking at home combined into a perfect storm.
Early no's
⏱ Untimed topicHe says retail buyers told him nobody buys cookware direct, and he turned those lessons into better Facebook ads.
Decency with founders
⏱ Untimed topicHe says an investor was condescending to him and that there is no price for decency.
Gordon Ramsay partnership
⏱ Untimed topicHe says Ramsay found the product on Instagram, liked it and became a business partner.
Durable by design
⏱ Untimed topicHe says the pans are hard to damage from overheating and that durability is his main sustainability claim.
Forever chemicals view
⏱ Untimed topicHe says he does not want to scare people, that he read what regulators say, and that the first message should be value.
Core Frameworks & Ideas
Lead by example - the guest's management rule
Be willing to do anything and stay a little longer.
Turn no's into learning - the guest's habit
Use each rejection to sharpen ads and messaging.
Sustainability through durability - the guest's argument
A product bought once and used long is sustainable.
Actionable Next Steps
- ✓Check the revenue claims against company statements and independent reporting.
- ✓Think about which early rejections in your own field could improve your marketing.
- ✓Read official regulator pages on cookware coatings rather than relying on the guest's summary.
- ✓Treat the leadership advice as the guest's experience, not a guarantee.
Notable Quotes
“You got to lead by example.”
“there's no price for decency”
“I don't want to scare people. That's not my job.”
The One Thing to Remember
The guest argues that betting on direct-to-consumer, learning from rejections and leading by example let HexClad grow into a large cookware brand backed by Gordon Ramsay.