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The Story of a Brand

Oct 30, 2022

This episode is brought to you by Sendlane.



Alexej says, “most margins are compressing because supply chain costs are going up, raw material prices are going up, and other factors are going up because of inflation in other areas. What you see is that a lot of the bigger brands are struggling. So when we look at brands, we look at smaller brands. Why? On top of all the issues you have for bigger brands, you don't actually have a big universe of buyers for smaller brands. So we are one of the few buyers out there.”

Today we interview Alexej Pikovsky, Co-founder & CEO of Alphawell Brands. Alphawell Brands is a global acquisition and incubation platform with a health & wellness focus.

We discuss:

* His gratefulness for his parents, who left Ukraine for a better life
* Discussion and explanation of acquisitions, multiples and how they view them
* How brands are to dependent on paid media for growth
* Their operating framework
* Description of their brands including 96North & Alpha Green
* Advice for brand founders, including why many brands are dead and just don’t know it yet
* Why they start with positioning
* Why they have a 100 step process when they acquire a company
* What areas of health & wellness are they interested in
* How to prepare for an exit
* Their criteria for acquisition
* Why selling a brand takes time
* Last words: Look at this as a marathon and adopt a long-term mindset

Join Ramon Vela and Alexej Pikovsky, as we break down the inside story of Alphawell Brands on The Story of a Brand.

For more on Alphawell Brands, visit:

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This episode is brought to you by Sendlane.

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