Episode Introduction

In this episode, Rose Hamilton speaks with Wendy Wen, founder and CEO of Antelope, about her approach to success.

Wendy shares her journey from finance to building Antelope, a company that acquires and grows natural pet CPG brands. She describes how her passion for pets, inspired by her dog Pokey, drove her to create a business focused on quality and sustainability.

Antelope uses a rigorous process to ensure product quality. A Chief Veterinary Officer oversees product evaluations, focusing on ingredients and customer feedback. Wendy highlights the importance of offering high-quality products that pets love and owners trust.

Wendy also discusses the challenges of scaling businesses in a competitive market. Her advice includes focusing on customer loyalty, strong financial foundations, and operational efficiencies. Antelope has successfully acquired five companies, helping them grow through economies of scale.

Wendy balances her work with family life through meditation, exercise, and a supportive home environment. She stresses the value of taking breaks and staying healthy to maintain focus.

This episode provides practical tips on building a business, fostering customer loyalty, and achieving sustainable growth in the pet industry.

Learn More

For more about Antelope, visit: https://www.antelopepets.com/.

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Podcast Transcription: Story of a Brand Show

Introduction

Rose Hamilton: Well, hello there, and welcome, Story of a Brand Show listeners. I’m very excited today to introduce you to Wendy Wen, the founder and CEO of Antelope Pets.

Wendy’s journey from finance to founding Senrev, a luxury handbag brand, and then Antelope, a great CPG company, is truly inspiring. Her dedication to quality products for her beloved dog, Pokey, who’s just adorable, fueled her passion to elevate the pet industry through her new company, Antelope.

Wendy’s vision for Antelope is to identify and acquire the highest quality natural pet CPG brands and help them grow under one umbrella. By focusing on quality and leveraging her mergers and acquisitions experience, Wendy aims to make Antelope the P&G of the pet world. I’m thrilled to dive into her story. I’m sure you will find it as fascinating as I do, and listening to the blend of her background makes it even more interesting. Come and learn more about her unique approach to growth and investment in the pet industry. I think you’ll really enjoy this episode.

Host Introduction

Rose Hamilton: This is Rose Hamilton, your host for the Story of a Brand Show. For over two decades, I’ve served as a hands-on executive in growing consumer companies, including The Vitamin Shop, PetSmart, and Nutrafol. I’m also the founder of Compass Rose Ventures, a consultancy to emerging CPG brands.

On this show, I’ll bring you simple brand growth strategies based on practical experience, inspiring expert interviews, and my own insights from my time on the front lines in the fascinating world of health and wellness, beauty, food and beverage, and pets. Now let’s get started with today’s episode.

Wendy Wen’s Introduction

Rose Hamilton: Hello, listeners. I’m excited today to introduce you to Wendy Wen, who is the founder and CEO of Antelope. The reason why I’ve got her on the show today is because not only does she have a fascinating background, but she’s got an interesting point of view and a fresh new perspective on how investment and growth are happening within the pet category. Welcome to the show, Wendy. I’m so happy to have you here.

Wendy Wen: I’m so honored to be here, Rose. So great to chat with you and your listeners.

Rose Hamilton: Yeah, I think we’ll have a good conversation today. I’d love to kick us off by learning more about Antelope. Tell us a little bit about the brand for those who might not be familiar and help us understand how you chose this path. I know you’ve got an interesting background.

Wendy Wen: Absolutely. I’ll start with how I got down this path and then tell you about Antelope. I started my career in finance, working in banking and private equity, so I was very familiar with M&A. After business school, I launched my first entrepreneurial endeavor, Senrev, a direct-to-consumer luxury handbag brand. I cut my teeth in sales and marketing during that first startup experience.

During the ups and downs of that journey, I adopted a dog named Pokey. He’s a 15-pound mutt and was my firstborn before I had any human babies. I became that crazy dog parent constantly seeking the highest quality treats, supplements, and food for him. I wanted him to live the longest, healthiest life.

Fast forward five years, I decided to brainstorm my next adventure. That’s when the idea for Antelope came about—marrying my passion for being a dog mom with my career. The vision for Antelope is to identify the highest quality natural pet CPG brands, acquire them, and run them under our umbrella. We want to help them grow through economies of scale and take them to the next level. Think of us as the P&G or Honest Company of pets. We launched at the end of 2021 and have acquired five companies so far. It’s been an exciting journey.

Discussion on Quality and Vision

Rose Hamilton: What’s inspiring about your approach is the emphasis on high-quality products. When you say “high quality,” how do you go about choosing brands? How do you vet them?

Wendy Wen: We prioritize the ingredients profile first and foremost. We have a Chief Veterinary Officer on staff who helps with due diligence. We also look for clinical trials or evidence of efficacy, and we value customer feedback. Anecdotal evidence, like improved health or recovery in pets, is key. Financially, we look for recurring revenue and loyal customers. That’s a strong indicator of product effectiveness. Many of the brands we acquire have loyal customers but lack expertise in scaling sales and marketing—and that’s where we come in.

Challenges and Retention

Rose Hamilton: Retention in the pet space can be challenging with so much competition. How do you keep customers coming back across your portfolio?

Wendy Wen: It starts with having fanatic customer bases for our brands. For example, my dog Pokey loves My Perfect Pet, one of our brands. He jumps up and down for it every time. That kind of product loyalty speaks for itself. Retention is a natural outcome of offering great products.

Leadership and Culture

Rose Hamilton: When evaluating talent and founders, what qualities do you admire?

Wendy Wen: Passion, resilience, and differentiation. Building a startup is hard, so passion fuels perseverance. Resilience and hustle are essential to overcoming challenges. Lastly, founders must have a unique value proposition. It’s important to solve real problems and stand out in the market.

Balancing Work and Life

Rose Hamilton: You’re a mom, entrepreneur, and CEO. How do you maintain balance?

Wendy Wen: I prioritize health, family, and relationships. These fuel my ability to excel at work. I meditate, exercise daily, and maintain a support system. My husband and I collaborate on childcare and household responsibilities. I’m intentional about unplugging when needed and fully disconnecting during vacations. Work-life balance is a continuous effort, but it’s vital for sustainable success.

Advice for Entrepreneurs

Rose Hamilton: What advice would you give to entrepreneurs seeking investment in today’s challenging economic climate?

Wendy Wen: Focus on profitability and self-sustainability. Investors value strong unit economics and cash flow. Slow down growth if needed to achieve these goals. Fundraising is a numbers game, so don’t be discouraged by rejection. Persevere, and you’ll find the right investors.

Closing Thoughts

Rose Hamilton: This has been an incredible conversation, Wendy. How can listeners connect with you?

Wendy Wen: You can follow us on Instagram at @AntelopePets or visit our website at antelopepets.com. Feel free to reach out if you’re a company looking for investment or acquisition. My personal Instagram is @wendywenofficial.

Rose Hamilton: Thank you so much, Wendy. This was such a valuable conversation. I wish you continued success with Antelope and look forward to having you back on the show.

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