EFR 885: How The RealReal Founder Turned Failure Into a $1 BILLION Luxury Brand with Julie Wainwright

Ever Forward Radio with Chase Chewning

Chase Chewning

Healthcoach, Education, Self-improvement, Mental Health, Wellness, Fitness, Humanoptimization, Resiliency, Holistic, Highperformance, Coaching, Biohack, Health, Military, Entrepreneurship, Mindset, Health & Fitness

5 • 927 Ratings

🗓️ 14 July 2025

⏱️ 69 minutes

🔗️ Recording | iTunes | RSS

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Summary

This episode is brought to you by Timeline Nutrition and Pique Teas.

Julie Wainwright is the powerhouse founder behind The RealReal, the luxury resale juggernaut she launched at 53 after being publicly shamed for the failure of Pets.com. In this episode, Julie tells the full story—how she bounced back, took on Amazon by doing what they wouldn’t, and faced off against Chanel in a high-stakes industry lawsuit. She opens up about navigating sexism in boardrooms, creating value from secondhand fashion, and why the future belongs to bold founders, not safe CEOs.

Follow Julie @realrealjulie

Follow Chase @chase_chewning

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In this episode we discuss...

00:00 - Julie Wainwright Introduces The RealReal

00:35 - The Founder vs. CEO Mentality

03:00 - Raising $700M: A Story of Persistence

06:08 - Turning Around Berkeley Systems & Pets.com

09:03 - Why Founders Must Embrace Possibility, Not Logic

10:14 - PE vs. VC: Who Should You Trust With Your Startup

13:25 - Starting The RealReal at 53 After Total Rejection

16:04 - “Plan B Was Hell”: Yoga, Snakes & Arizona

18:42 - Why Amazon Would Never Compete in Luxury Resale

20:04 - The Boutique Experience That Sparked The RealReal

21:35 - Launching in 4 Months: Julie’s Execution Playbook

23:32 - Making Resale Cool: Hiring a Fashion Insider

25:43 - Keeping the Romance of Luxury Alive

27:21 - Luxury as Art: Why the RealReal Appeals Emotionally

29:01 - Monetizing Secondhand Luxury

30:54 - How Resale Changes Consumer Behavior

33:29 - Girl Math, Cartier Watches & Smart Shopping

35:15 - Why Resale Was So Hard Before The RealReal

37:01 - Chanel’s Vendetta Against The RealReal

38:28 - Neiman Marcus Deal Sabotaged by Chanel

40:26 - Chanel Lawsuit: Accusations & Counterclaims

41:36 - WWD Awards Night & Chanel's Petty Tactics

45:20 - Thugs at Her Door: When Things Got Physical

47:53 - Where She Stands with Chanel Today

48:22 - Why Julie Got Fired from The Company She Built

51:42 - The Boardroom Coup: What Really Happened

54:01 - Her Theory: Money, Power & Politics

56:10 - Business Advice for Small Business Owners

58:09 - How Julie Sets Quarterly Goals & Metrics

60:13 - Don’t Believe Your Own Press

63:39 - Ever Forward”

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Episode resources:

FREE sample pack of MitoPure gummies at https://www.Timeline.com/everforwardsample
20% off for life of gut-friendly teas and healthy drink mixes at https://www.PiqueLife.com/everforward
Watch and subscribe on YouTube
Get her book here on Amazon

Transcript

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0:00.0	The following is an operation podcast production.
0:03.4	Before the real real, you had to go to a brick and mortar store,
0:06.0	get to sort through a lot of stuff that you didn't really want,
0:08.8	and then maybe you'd find something your size.
0:11.1	But now when you have thousands of items on, you know, on the site,
0:15.0	when I left, the real world was getting in between 300 and 500,000 items a month. So if you look at that and you're like,
0:23.1	oh, I have this amazing selection of products at my fingertips that I can sort by size,
0:30.3	by color, by brand, and know that it's been authenticated. It's going to come to me.
0:35.2	It was too hard before as a founder with the founder mentality. I mean, I knew it was going to come to me. It was too hard before. As a founder with the founder
0:38.9	mentality, I mean, I knew it was going to work and I was going to stick with it no matter how
0:42.9	hard I got. So there is a mindset shift. There's a beauty and having a dispassionate, quality,
0:49.3	talented CEO come in and look at things. But what they don't understand, it's not all about the numbers.
0:55.9	And sometimes extraordinary things happen that can transform the business and bring in the
1:02.3	numbers. That is the essence of the real real. Hi, I'm Julie Wainwright, the founder of the
1:08.0	Real Real. And welcome to Ever Forward Radio. How does more energy sound? How does
1:13.8	free sound? Well, keep listening. I'm going to tell you how to get more energy for free from our partners
1:19.6	today over at Timeline Nutrition and their brand new longevity, Midopure gummies. This is the first ever
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1:29.2	You've heard we talk about Mardi Pure for years.
1:31.2	It's one of my favorite.
1:32.4	In fact, it is my personal favorite everyday supplement for enhanced baseline energy.
1:37.9	Now these gummies, it's delicious.
	...

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