Alphawell Brands - Acquiring, Scaling Health & Wellness Brands

The Story of a Brand

Ramon Vela

Business, Entrepreneurship

5 • 145 Ratings

🗓️ 30 October 2022

⏱️ 64 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

This episode is brought to you by Sendlane.

Alexej says, “most margins are compressing because supply chain costs are going up, raw material prices are going up, and other factors are going up because of inflation in other areas. What you see is that a lot of the bigger brands are struggling. So when we look at brands, we look at smaller brands. Why? On top of all the issues you have for bigger brands, you don't actually have a big universe of buyers for smaller brands. So we are one of the few buyers out there.”

Today we interview Alexej Pikovsky, Co-founder & CEO of Alphawell Brands. Alphawell Brands is a global acquisition and incubation platform with a health & wellness focus.

We discuss:

* His gratefulness for his parents, who left Ukraine for a better life
* Discussion and explanation of acquisitions, multiples and how they view them
* How brands are to dependent on paid media for growth
* Their operating framework
* Description of their brands including 96North & Alpha Green
* Advice for brand founders, including why many brands are dead and just don’t know it yet
* Why they start with positioning
* Why they have a 100 step process when they acquire a company
* What areas of health & wellness are they interested in
* How to prepare for an exit
* Their criteria for acquisition
* Why selling a brand takes time
* Last words: Look at this as a marathon and adopt a long-term mindset

Join Ramon Vela and Alexej Pikovsky, as we break down the inside story of Alphawell Brands on The Story of a Brand.

For more on Alphawell Brands, visit: https://alphawellbrands.com/

Subscribe and listen to the podcast on all major apps. Simply search for “The Story of a Brand” on your favorite podcast player.

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Transcript

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0:00.0	I mean, I don't want to be the kind of, you know, bringer of bad news here, but ultimately,
0:05.2	a lot of these brands have been dead before they knew that. I mean, they, they shouldn't have
0:11.7	been there in the first place. As you say, some of them have a great product. Absolutely. Creating a
0:19.6	product today is, especially in consumer, with so many amazing manufacturers
0:26.8	all there, and it's actually not that difficult. It's creating the brand and creating a sustainable
0:34.3	distribution channel. That's where the difficulty is.
0:47.5	This is the story of a brand, a podcast that helps people learn the story behind their
0:53.6	favorite consumer companies. I'm Ramon Vela, a podcast that helps people learn the story behind their favorite consumer companies.
0:55.5	I'm Ramon Vela, and I believe that people want to know more about the brands and the products they purchase.
1:01.0	So each week, I interview the founder of a consumer brand, unpack their story, their products, and their mission,
1:06.5	so you can decide which products are worth buying and which brands are worth supporting.
1:13.6	Alexei says, most margins are compressing because supply chain costs are going up, raw material
1:21.8	prices are going up, and other factors are going up because of inflation in other areas. And what you see is that a lot of
1:29.3	bigger brands are struggling. So when we look at brands, we tend to look at smaller brands. Why?
1:35.3	On top of all the issues you have a you have for bigger brands, you don't actually have a big
1:39.9	universe of buyer for smaller brands. So we are one of the few buyers out there.
1:45.5	Today, we interview Alexei Pikovsky, co-founder and CEO of Alpha Well Brands. Alpha Well Brands is a
1:53.6	global acquisition and incubation platform with health and wellness focus. We cover so many
2:00.4	different things, such as his gratefulness for his parents who left the Ukraine for a better life,
2:05.7	a discussion and explanation of their acquisition strategy, their operating framework,
2:10.7	why they start with positioning, how to prepare for an exit, what areas of health and wellness
2:16.1	are they interested in, and why selling a brand takes
	...

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