Co-founders Kristi Lord and Lindsay Droz bootstrapped L'Avant Collective, an elevated, plant-based cleaning product startup that has gained a devoted following for its delicious-smelling and highly effective detergents and soaps. What began as a side hustle for these two savvy moms while working corporate 9-5 jobs has now grown into a cult cleaning-product brand with the support of Goop advisors. Let's take a closer look at how Kristi and Lindsay conceptualized, bootstrapped, formulated, hustled, and marketed their way to success with L'Avant Collective.
The original concept for L'Avant came about when Kristi and Lindsay, who were working in completely separate industries at the time, started paying more attention to the products they were using at home as new moms. Lindsay's wake-up call came when she was pregnant with her first child and noticed a warning label on a cleaning product, cautioning against using it around pets but no mention of potential harm to a crawling baby. On the other hand, Kristi's aha moment was realizing that her son's skin issues were linked to various household products. These realizations led them to try plant-based cleaning products, but they found that the options on the market didn't meet their standards. They also wondered why something so essential to daily home care didn't align with the aesthetics of modern homes. Thus, L'Avant Collective was born with the mission to merge home design and style with top-notch performance, providing a memorable, non-toxic, eco-luxe cleaning experience.
Both Kristi and Lindsay prioritized committing 100% to L'Avant from the start. It took three years from the initial idea to the actual launch of L'Avant. During that time, they dedicated their evenings and weekends to developing the concept, perfecting formulations, working on branding, and sourcing. As the product development gained momentum, they both decided it was time to leave their day jobs, which eventually led to the launch of L'Avant.
To bootstrap their venture, Kristi and Lindsay used their personal savings and each contributed $150,000. This initial investment sustained them for three years of development and well into their first year post-launch. They carefully allocated their funds to essential areas such as formula creation, testing, legal fees, branding, and acquiring components. They were diligent in seeking suitable partners and vendors who could accommodate their budget and work with smaller order quantities. This involved extensive research and persistence in finding the right manufacturing channels within their means.
The formulations for L'Avant's clean-but-luxe soaps and detergents didn't happen overnight. Kristi and Lindsay knew the importance of creating effective formulations that could match or exceed the performance of leading conventional cleaning products. They found a talented chemist on LinkedIn who had experience working with top-tier green cleaning brands. This chemist understood their mission and accepted the challenge to create plant-based formulas with exceptional performance. The process involved countless iterations, testing, and third-party lab tests to ensure that their products met their high standards.
Establishing manufacturing and sales channels required guidance from their formulator and extensive networking. Initially, they relied on their formulator's connections to find vendors and manufacturers who were willing to work with small quantities and align with their mission. This involved numerous calls, research, and persistence in locating the right partners. Building a community of L'Avant fans involved nurturing relationships through Instagram and personalized customer interactions. By being transparent about their mission, engaging in education, and providing excellent customer service, Kristi and Lindsay not only created fans but also built enduring relationships and brand loyalty. They also actively sought feedback from their customers through surveys, which helped them improve their products and expand their offerings.
While L'Avant does not have a formal board since it's privately owned by Kristi and Lindsay, they have surrounded themselves with exceptional mentors and advisors. Blair Lawson, the CEO of Lunya, and Gwyneth Paltrow, the CEO and Founder of Goop, have been advising them from the outset. These individuals have played crucial roles as guides, sounding boards, and mentors in their journey.
The growth of L'Avant has been consistent, with sales more than doubling each year. The brand has gained traction through organic means, with customers loving and recommending their products. The wholesale channel has also contributed to their growth, with various retailers embracing their unique and high-quality products. Their fan-favorite product is the multipurpose cleaner, which works on various surfaces and has become iconic among customers. They have also expanded their product line to include a high-performance laundry detergent, which is quickly becoming a leading-selling product.
Looking ahead, L'Avant is gearing up for the holiday season, which is their biggest quarter of the year. Their products make fantastic gifts and they release a limited edition Winter Fir line during this time. As for the future, Kristi and Lindsay have exciting plans in the works for 2024 and beyond, which we can all look forward to.
In conclusion, the journey of L'Avant Collective showcases the determination and creativity of two moms who took their passion for clean and luxurious cleaning products and turned it into a successful venture. Through bootstrapping, meticulous formulation, genuine customer engagement, and the support of mentors and advisors, Kristi and Lindsay have built a brand that resonates with customers and continues to grow. With their commitment to quality and innovation, L'Avant is poised for even more success in the future.
