After Target Dropped This Black-Owned Brand, Its Founders Reached Customers With This Strategy

"In the summer of 2020, Jasmine Hudson, J'Aaron Merchant, and Madia Willis launched their Bentonville, Arkansas-based business after the murder of George Floyd and the national reckoning about systematic racism with the intention of making holiday decorating and gifting more inclusive for Black families. Their products, including wrapping paper dotted with Black Santas and "Nana Clause," quickly found an audience."

"On paper, that calculation makes perfect sense. The co-founders also had the right experience to execute on that vision. Hudson, the startup 's chief merchant, had spent the past decade working in merchandising at Walmart. Willis, the CEO, came from a background in textile design, product development, and trend forecasting for major retailers, such as Target, Walmart, and Five Below. Merchant, the chief creative, had worked as visual artists in children's media and animation for Disney, Netflix, and Sesame Street."

"Within a few years, their bootstrapped business expanded into major retailers, such as Target, Macy's, Family Dollar, Dollar General, and Walmart, where Willis and Hudson first met through the company's Black employee resource group. By the end of 2024, Black Paper Party generated $1.4 million in annual revenue, nearly double from $797,000 the year before, and appeared on Shark Tank. During the episode, the co-founders won o"

Jasmine Hudson, J'Aaron Merchant, and Madia Willis launched Black Paper Party in Bentonville, Arkansas in summer 2020 after George Floyd's murder to make holiday decorating and gifting more inclusive for Black families. The founders created print-on-demand wrapping paper featuring Black Santas and "Nana Clause," and sold $44,000 worth of designs within months without marketing. The team combined merchandising and creative experience from Walmart, Target, Disney, Netflix, and Sesame Street. The bootstrapped company expanded into major retailers, grew revenue to $1.4 million by the end of 2024, appeared on Shark Tank, and reached profitability after four years but then saw its core customer base hollowed out within three months.

Read at Inc