Shopify Masters What Helped Wild Rye Land 100+ Retailers and Raise $1 Million
Jan 29, 2026
Cassie Abel, founder and CEO of Wild Rye, builds stylish, high-performance outdoor gear with a purpose-driven, women-led approach. She talks product stumbles, the four-year journey to a ski line, switching manufacturing overseas, and how community fundraising and focused retail hustle helped land 100+ retailers and raise nearly $1M.
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Brand And Community Drive Resilience
- Brand strength, community, and values drove sustained post-COVID growth and customer loyalty.
- Wild Rye connects purpose, durable product, and resale options to keep customers engaged.
Overseas Manufacturing Can Deliver Quality
- Cassie found high-quality, sophisticated manufacturing and strict QC in China matched Wild Rye's technical needs.
- Producing overseas enabled small-batch, technical apparel that U.S. partners couldn't economically deliver.
Get Expert Help For Technical Lines
- Admit gaps in expertise and hire specialists or consultants to find the right fabric and factory partners.
- Use outside expertise to accelerate development and avoid costly missteps.