Shopify Masters How A-Frame Builds Celebrity-Backed Brands That Thrive in Retail
Mar 5, 2026
Ari Bloom, founder and CEO of A-Frame Brands that builds celebrity-backed, socially conscious consumer lines. He shares a problem-first product approach and why purpose beats trends. He explains vetting celebrity partners, using retail validation before launch, and hiring diverse teams to build lasting brands.
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Why New Brands Fail Despite Big Opportunity
- About 40% of consumer industry growth comes from new brands, yet ~90% of new brands fail.
- Ari Bloom connects this gap to opportunity: build on problems you know deeply to increase odds of success.
Build Values Around Your Own Convictions
- Start with values that genuinely reflect you and embed them into your company from day one.
- Then honestly identify skill gaps as you grow and hire subject-matter experts to fill them.
Launching A Soap Brand From A Garage In COVID
- Ari launched a refillable soap brand from his garage during April 2020 and personally packed and shipped thousands of orders.
- He used Shopify, rode orders to the post office on his bike, and learned sourcing and manufacturing by doing.