I'm a little confused, it sounds like they're taking credit for SodaStream, a company that's more than 100 years old and has been in homes for decades ? And Fitbit was only a success because of these people?
Or am I just misunderstanding what they're trying to say here?
 Aside: SodaStream is surely ripe for disruption. Home fizzy water is great. Their margin on a tiny bit of CO2 gas must be enormous, surely they're laughing all the way to the bank. How have they maintained their virtual monopoly for so long?
If you were to create a competitor, what would your differentiator be? Cheaper? Good luck, it's already pretty cheap. They're just not worth competing with, it seems.
so yeah, the fizz is easy, the flavor not so much. my wife and i do our own blends, but we tried the "essence oils" approach for a bit and gave up.
Granted, there may be a little less demand for home fizzy water than there is for good eyesight ;)
It's not like I have a plan to disrupt them, I just hate paying $30NZD for what I know is probably only 30c of gas, if that. I know there are shipping costs, retailer gets a cut etc...
I'm just griping :D
Put more directly, they never held their own against Kickstarter, IndieGogo, or Etsy.
Their investor/owners went from Rakuten (the Amazon of Japan) to Ace Hardware. The latter probably thinks of The Grommet as a way to use quirky products to get people into physical stores. At that point the founders probably want out more than they are letting on.
What was Ace Hardware expecting out of this deal?
Aside: my local Ace is frustrating more often than not. I go there because it's a mile away, but the inventory is so small that at least half the time I can't find what I need and end up driving the extra 15 minutes to the big box hardware store.
This Ace also has a small section devoted to pet supplies, but there again, it's often too small to be useful. An example: we adopted a dog last year and I wanted to get a name tag right away. PetSmart has kiosks that print these on-demand. The Ace store does not.
Their employees are also no longer the experts that Ace stores were once staffed by. I'm lucky if they even know their inventory. Meanwhile at HD, I can usually find someone with plumbing experience in the plumbing section, electrician experience in electrical, etc. Not always, but so far I'm batting 0% at Ace.
Huh? They've been around for decades.
1 - https://v2.grommet.io