In 2017, after completing their education at the University of California, Riverside, Tony and Aiden launched their first business venture. They started with an online snack company featuring international treats from Japan, Korea, Mexico, and Europe.
However, they found it challenging to manage the short shelf life of their products and ultimately couldn’t keep the company afloat. Before closing their business, they decided to sell the rest of their inventory on Amazon and found unexpected success in just a few months.
Shifting Directions and the Origins of Smirly
Recognizing the potential of selling on Amazon, Tony and Aiden shifted their focus to the platform. While their original venture failed to take off, they gained valuable experience in management and business practices. After exploring sales in four primary categories, they found their niche in home and kitchen products—thus, Smirly was born.
The initial breakthrough came with selling a quality bamboo charcuterie board set, but the company’s product range expanded to include bamboo and plastic cutting boards, acacia wood cooking utensils, and efficient drawer organizers. The entrepreneurs have built a brand that delivers exceptional value at reasonable prices and has become a leader in the kitchenware and home goods market.
“While other brands may offer a broad range of cookware, Smirly goes beyond the basics, addressing not only kitchen essentials but also our customers’ entertaining needs,” Tony and Aiden said. “Our mission is simple: ‘We’re here to make your kitchen life easier and happier,’ and we achieve this by combining style, convenience, and innovation in every product we offer.”
Outpacing the Competition With a Quality Brand
On Amazon, sellers face high competition. Everyone wants to stand out, so a company has to go above and beyond to find success. To become the best kitchenware and home goods brand, the company focuses on three simple things: quality, design, and variation.
Quality
Each item is made with quality as a top priority, providing only premium products to its customers. This aspect of their business is essential to their ongoing success, meaning there is no room for compromise on their kitchen essentials.
Design
Without a practical and appealing design, a product lacks real quality. Each piece is created with an innovative approach to product design. Whether addressing functionality or visual appeal, the company they built aims to bring something unique and efficient to the market at an affordable price.
Variation
Variation is a critical element of their approach, with the company offering different styles, sizes, and colors for many products. Smirly offers an array of charcuterie boards, including round and square designs, along with designs that include cheeseboard drawers. In addition, the company also sells bamboo cutting boards, plastic cutting boards, and cooking utensil sets. Whether you live alone or have a big family, the company ensures its products will cater to your needs above all else.
Company Improvements and Plans for the Future
As Smirly continues to grow, it expands into the emerging and established markets of Shopify, TikTok Shop, Temu, and Shein. Though Amazon remains its primary sales channel, Tony and Aiden are positioning their company to undergo faster growth by diversifying its operations for the future.
Additionally, Tony and Aiden have reduced the number of stock-keeping units (SKUs) they utilize, making overall sales processes more efficient and allowing them to reach customers faster. They have optimized their supply chain by improving production and packaging quality and are constantly innovating on new products.
Looking to the future, the brand plans to launch a range of kitchen pot sets and knife sets to expand its product line. Introducing these new items will surely expand Smirly’s customer base as it continues to deliver on its core promise of high-quality products, top-notch design, and personal variability.
