The Rise of the Community Defined Business

The community defined business is a relatively new phenomenon that is challenging the way that a community is grown. Traditionally, the business came before the community. Nowadays we are seeing businesses such as StockX that have turned their online community into a thriving business. Other examples of business that have started off as communities are Hodinkee, Goruck, Goop, Glossier, and Bonne Gueulle. In this blog we’ll analyze these businesses and see how they managed to find success in a new way.

Stockx:

StockX is a Detroit-based online marketplace that sells all the latest clothing and sneakers. Before StockX became StockX in 2015, it was an internet blog called Campless. Campless was a forum that was dedicated to sneaker enthusiasts. The founders of StockX were able to parlay this community that they had built into a giant company. StockX now has over 800 employees and is estimated to be worth nearly 4 billion dollars. The success of StockX demonstrates how far a dedicated community can take you.

Website: StockX.com

Bonne Guelle:

Bonne Guelle is a French-based fashion website that was started in 2007. Similar to StockX, the website began as an internet forum/blog. In 2014, Bonne Guelle took the next step and launched their own clothing brand. As of writing this, they have three different physical locations throughout France. The formation and success of the brand would not have been possible if not for the community that was developed years before.

Website: bonnegueule.fr

Hodinkee:

Hodinkee is a New York-based watch website that went from blog to brand. In 2008, Hodinkee was just a blog made for watch enthusiasts to discuss their love of watches. Fast forward to today, and they now have partnerships with the likes of award winning singer John Mayer and NFL superstar Tom Brady. Like StockX and Bonne Guelle, Hodinkee started as a niche community on the internet.

Website: Hodinkee.com

How eCairn builds communities:

With eCairn, we’re committed to helping build communities like the ones that I’ve mentioned previously. We use our Conversation™ platform to help community managers better understand and profile their community members. Our platform can uncover many valuable insights that help to effectively target and engage your community. When you grow a dedicated and loyal community, anything is possible.