This Founder Put Her Business on Pause. Here’s How She Pulled Off a Better-Than-Expected Relaunch |
This Founder Put Her Business On Pause. Here’s How She Pulled Off a Better-Than-Expected Relaunch
Moving fast “almost broke us,” Angie Tebbe, the founder of Rae Wellness, says.
BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA
Rae Wellness founder Angie Tebbe. Illustration: Inc; Photo: Courtesy company
In late 2023, Angie Tebbe made what she calls the hardest decision of her career by putting her supplement brand Rae Wellness’ operations on pause.
She had her reasons, though.
Tebbe founded the Minneapolis-based company in 2019 after working as a Target executive for more than a decade. Before long, she says, Rae was “off to the races,” launching its $14.99 supplements direct-to-consumer in 2020 and expanding to retail through Target a few months later.
By 2021, the brand had raised $9.5 million in series A funding and was on track to achieve triple digit year-over-year growth, according to a press release. By taking an omnichannel approach—selling its products through........