Ethan Haber is an inventor, founder, and CEO who built Happy Habitats—an award-winning, industry-recognized small-pet products brand—from the ground up with no outside funding.

Under his leadership, the company achieved distribution across North America and beyond, brought the business to six figures in 2025, and earned multiple Best in Show awards at Superzoo and Global Pet Expo.

Ethan is credited as a key inventor on Happy Habitats’ Halo and Roam products, which are protected by U.S. utility patents #12,219,927 and #12,465,021, and he is launching a new product with a major big-box retailer next month.

In This Conversation We Discuss:

[00:00] Intro
[01:49] Identifying niches with stagnant innovation
[04:10] Partnering with experienced agencies
[04:56] Sponsor: Migrate
[06:54] Scaling into national retail chains
[09:08] Finding the right marketplace partner
[10:20] Sponsor: Intelligems
[12:18] Shifting ad spend to marketplace advertising
[14:00] Starting complementary product ecosystems
[15:01] Callouts
[15:11] Persisting through buyer objections
[16:29] Maximizing cost efficiency in product design
[17:08] Sponsor: Electric Eye
[00:00] Maximizing cost efficiency in product design

Resources:

Subscribe to Honest Ecommerce on Youtube
Walk Your Hamster Anywhere happyhabitats.net/
Follow Ethan Haber linkedin.com/in/ethan-haber-124040168/
Book a demo today at intelligems.io/
Migrate and grow more klaviyo.com/honest
Schedule an intro call with one of our experts electriceye.io/connect

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