From Military Precision to Mixology: Crew Supply Co.’s Growth Journey

The Founding Vision

In 2019, two Marine Corps veterans, Marshall Sterling and Kyle McElfresh, embarked on a mission to transform the bar tool industry. With years of experience in the hospitality sector, they were frustrated by the limitations of existing equipment and saw an opportunity to set new standards in craftsmanship, customer relationships, and sustainability. Thus, Crew Supply Co. was born, combining military precision with industry expertise to create a brand that resonates with professionals and home-based mixologists alike.

Table of Contents

• The Founding Vision
• Navigating Pandemic Challenges
• Strategic Partnerships and Growth
• Leveraging Shopify Capital
• Expanding Horizons and Future Plans
• Conclusion

Marshall Sterling and Kyle McElfresh’s journey began with a shared vision: to revolutionize bar tools by addressing the pain points they had experienced firsthand in the industry. Their military backgrounds instilled a sense of precision and discipline, which they applied to their business model. They aimed to create durable, efficient, and sustainable tools that would meet the needs of industry professionals.

The founders’ commitment to quality and customer relationships quickly established Crew Supply Co. as a trusted partner in the food and beverage industry. “We set out to create solutions that speak directly to the needs of industry professionals,” Marshall explained. Their experience in the field gave them unique insights into the challenges faced by bartenders and mixologists, and they were determined to provide effective solutions.

Navigating Pandemic Challenges

The onset of COVID-19 presented unexpected challenges for Crew Supply Co., as it did for many businesses. With the hospitality sector facing unprecedented disruptions, the company had to pivot quickly. Recognizing the growing trend of home-based mixology, they launched a new product line, Crew, aimed at home bartenders. This strategic move not only helped them weather the pandemic but also expanded their customer base.

The decision to diversify their offerings proved to be a pivotal growth moment for Crew Supply Co. They emerged from the pandemic with two distinct verticals, catering to both professional and home-based mixologists. This adaptability showcased their resilience and ability to respond to market demands swiftly.

Strategic Partnerships and Growth

Crew Supply Co.’s dedication to quality and innovation soon attracted the attention of major hospitality groups, leading to contracts with renowned names like P.F. Chang’s, Hyatt, and Hilton. These partnerships affirmed the scalability and long-term potential of their products. However, fulfilling these large orders required significant inventory expansion and funding.

“We probably didn’t have six weeks to go through a review for funding approval,” Marshall noted, highlighting the urgency of their situation. To meet these demands, they turned to Shopify Capital, which offered quick access to funds and a straightforward repayment process. This financial support was crucial in enabling Crew Supply Co. to scale their operations rapidly.

Leveraging Shopify Capital

Since their initial funding round in 2020, Crew Supply Co. has utilized Shopify Capital multiple times to drive key business initiatives. Each round of funding allowed them to seize new opportunities and keep pace with market demands. From hiring top talent to introducing patented product innovations, Shopify Capital provided the runway needed for sustained growth.

One of the company’s significant achievements was the launch of the Garny brand, which offers premium garnishes and bar supplies. This expansion into new product categories was made possible by the financial flexibility provided by Shopify Capital. “It’s been integral in allowing us to explore new markets and expand internationally,” the founders noted.

Expanding Horizons and Future Plans

Looking ahead, Crew Supply Co. has ambitious plans to continue its growth trajectory. With upcoming ad campaigns slated for platforms like YouTube and Hulu, they aim to reach a broader audience and strengthen their brand presence. The company has also been expanding its team to drive product innovation and meet the evolving needs of its customers.

Crew Supply Co.’s impressive growth of 48% year over year is a testament to their adaptability, vision, and strategic use of funding through Shopify Capital. As they continue to innovate and expand, they remain committed to their founding principles of quality, sustainability, and customer-centricity.

Conclusion

Crew Supply Co.’s journey from military precision to mixology excellence serves as an inspiring example of how dedication, innovation, and strategic partnerships can drive business success. By leveraging their unique insights and experiences, Marshall Sterling and Kyle McElfresh have built a brand that resonates with both industry professionals and home-based mixologists. As they look to the future, their continued growth and expansion are poised to redefine the standards of the bar tool industry.

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