Constructing a VIP Neighborhood That Drives Retention With Jenna Habayeb

Curious how a youngsters attire model constructed some of the engaged model communities in trendy commerce? 

In an period when retention and group matter greater than ever, Posh Peanut is setting the usual. Find out how the model’s VIP group of practically 250,000 members fuels product innovation, powers high-velocity drops, and drives distinctive repeat buy charges—and the way creators, collaboration, and real-time suggestions are shaping Posh Peanut’s progress technique for the long run.

 On this episode of Earned, CreatorIQ CMO Brit Starr sits down with Jenna Habayeb, President of Posh Peanut and four-time CMO (previously of IPSY and Ruggable), to unpack how group, pace, and product obsession energy sustainable model progress. Jenna shares Posh Peanut’s origin story—based by Fiona on Etsy—and the way the model differentiated itself in youngsters attire via buttery-soft viscose bamboo cloth, daring maximalist designs, and a founder-led dedication to listening carefully to prospects. On the heart of the dialog is retention. Jenna explains how Posh Peanut’s distinctive repeat buy charges are fueled by each product high quality and a extremely engaged VIP Fb group of practically 250,000 members. This group performs an energetic function in shaping the enterprise—offering real-time suggestions, influencing product choices, and getting early entry to launches. Brit and Jenna dive into Posh Peanut’s fast-paced drop mannequin, from weekly collections to every day drops throughout key moments like Black Friday and “Poshmas,” and the way shortage and newness maintain prospects coming again. Jenna additionally displays on her transition from CMO to President, why model and efficiency should work collectively, and the way creators drive a full-funnel flywheel—from ambassador content material to paid amplification and natural movie star momentum. Trying forward, Jenna shares the important thing questions manufacturers needs to be asking as they scale: balancing acquisition and retention, evolving distribution, and defining the correct function for AI within the enterprise.

Try highlights from the episode under, or or tune into the podcast on Spotify, Apple Podcasts, or wherever you hear!

The next interview has been evenly edited for concision. 

“Having this group that is participating with us and having that two-way dialog is so useful to develop the enterprise”: Jenna Habayeb on how Posh Peanut is rising with group

Brit Starr: Speak to me in regards to the group dimension scope, what they do for you, the way you work together with them.

Jenna Habayeb: I take into consideration the group type of in two aspects. As a president, as a enterprise chief, all the time taking a look at retention charges, what number of prospects are coming again to repeat purchases, and at what frequency? Wholesome companies clearly have that repeat charge, and the product high quality and the design are a testomony to why our prospects are coming again. We have now properly over 50% retention charge, which is type of unparalleled in these kinds of companies. So actually once more, it’s a testomony to the model, the product, the expertise. The opposite piece of retention and engagement is definitely group. What’s actually distinctive about Posh Peanut, and that is giving credit score to [our founder] Fiona, she listened actively to prospects. She created merchandise, new prints, designs, and as soon as the enterprise began rising, she did not lose that ethos. And so one of many issues that I feel is de facto spectacular about this enterprise is we have now this VIP group on Fb.

It is nearly 250,000 individuals on this group, however they’re extremely, extremely, extremely energetic. They’re getting early entry, they’re giving us product suggestions. They’re serving to us take into consideration the following collaboration that we drop. We get quite a lot of insights from them. Having this group that is participating with us and having that two-way dialog is so useful to develop the enterprise. I discover that it is actually distinctive as a result of there’s different manufacturers which have a group, however they simply do not interact at this stage, and so it is type of a particular sauce that Fiona’s been in a position to create. Now we’re in a position to scale and develop with the enterprise.