How I Built This with Guy Raz: Hexclad – Danny Weiner

Introduction

In this compelling episode of How I Built This, Guy Raz sits down with Danny Weiner, the CEO and co-founder of Hexclad Cookware. Danny shares his remarkable journey from aspiring actor to the leader of a $500 million cookware company within a decade. His story is a testament to resilience, innovation, and the power of taking calculated risks later in life.

Early Life and Career Aspirations

Danny Weiner's initial ambition was far from the kitchen. Growing up in Buffalo, New York, he pursued his passion for film and theater at NYU, dreaming of making it big in Hollywood. After graduating, Danny moved to Los Angeles, tirelessly auditioning for roles. However, his acting career never took off as he hoped.

Danny Weiner [05:51]: “I don't think I ever wanted to be a Brad Pitt level star. I think what I wanted was just enough of it that I could let... maybe go back to New York and call my shots in the theater... make a good living.”

Despite landing a few background parts in commercials and even a minor role in a film starring Sean Connery and Wesley Snipes, Danny felt the sting of unfulfilled dreams. The repeated rejections and lack of substantial roles fostered a growing sense of anxiety and fear of failure.

A Pivotal Accident and Career Shift

Danny's life took an unexpected turn when he was involved in a severe car accident around 1994. The injuries left him bedridden for months, grappling with physical pain and financial strain. This period of convalescence became a catalyst for change.

Danny Weiner [10:01]: “I shattered my right leg. I broke vertebrae in my back... I had to make money. I had no money and... I had this moment. This is one of the pivotal moments in my life.”

Determined to overcome his circumstances, Danny accepted a role helping sell cookware at trade shows, introduced by a friend from NYU. This opportunity marked the beginning of his foray into the cookware industry.

Building a Sales Career

Danny quickly thrived in his new role, leveraging his sales acumen to excel as a sales representative. He partnered closely with Cole McCrae, who would later become his co-founder at Hexclad. Their shared dedication and complementary skills laid a strong foundation for future entrepreneurial endeavors.

From Juicers to Cookware: The Birth of Hexclad

Initially, Danny and Cole ventured into the juicer market with their product, Juice Presso. Although they achieved respectable sales, the business ultimately faltered due to market saturation and changing consumer preferences. Recognizing the need to pivot, Danny's persistence led him to the Canton Fair in China in 2015, where he discovered a revolutionary nonstick cookware technology.

Danny Weiner [37:58]: “I owe it to Xi Jinping, because he showed up at the Canton fair... I found a round steel plate with hexagons all over it. That’s when Hexclad was born.”

Impressed by the hexagon-etched steel surface that promised durability and superior cooking performance, Danny saw immense potential. Collaborating with the inventor, Mr. Lee, they rebranded the product as Hexclad, aiming to bring this innovative cookware to the American market.

Launching Hexclad: Overcoming Initial Challenges

Launching Hexclad was not without its hurdles. Danny and Cole operated on a shoestring budget, funding the venture through personal savings, credit cards, and strategic reinvestment of early profits. Their dedication manifested in hand-packaging orders from Cole's backyard, often resulting in physical wear and tear but ensuring the highest quality control.

Danny Weiner [15:54]: “We were bootstrapped. It was just me and Cole and our assistant. We used outside bookkeeping and a 3PL for handling logistics.”

Struggling to secure investor interest, they faced skepticism about the viability of a direct-to-consumer cookware brand. Undeterred, Danny emphasized the unique selling points of Hexclad: its scratch-resistant, nonstick surface and oven-safe design, which distinguished it from traditional aluminum and Teflon-coated pans.

Scaling Through Costco and Digital Marketing

Their breakthrough came when Hexclad secured a demonstration slot at a Costco store in November 2017. Despite initial nervousness, the in-store demos were a resounding success, leading to rapid expansion across multiple Costco locations.

Danny Weiner [58:12]: “We sold around $5,000 worth of product the first day in one store. It was scary and exhilarating at the same time.”

Simultaneously, Danny honed their digital marketing strategy, particularly through Facebook ads and engaging social media content. By mid-2018, Hexclad had reached profitability, setting the stage for exponential growth.

A Game-Changing Partnership with Gordon Ramsay

The true turning point for Hexclad came during the COVID-19 pandemic. As traditional retail channels like Costco faced disruptions, Hexclad pivoted to online sales, capitalizing on the surge in home cooking. Amidst this growth, Hexclad caught the attention of renowned chef Gordon Ramsay, who became an equity partner and brand ambassador.

Danny Weiner [67:03]: “We started doing amazing things with Gordon. He brought a lot of eyeballs to our brand, which is exactly what we needed.”

Gordon Ramsay's endorsement catapulted Hexclad into the spotlight, driving sales from $170 million to unprecedented heights within a year. His involvement not only amplified Hexclad's reach but also cemented its reputation for quality and innovation.

Global Expansion and Diversification

With Gordon Ramsay on board, Hexclad expanded its product line beyond pans to include knives, cutting boards, aprons, and other kitchen tools. The company embraced a global manufacturing strategy, sourcing materials and production from Japan, China, Slovenia, and the U.S., ensuring scalability and quality control.

Danny Weiner [74:20]: “We want to own the kitchen. We aim to innovate every kitchen category with quality and stylish designs.”

By 2025, Hexclad employed approximately 240 people worldwide, maintaining efficient operations while continuing to innovate and diversify its product offerings.

Insights and Reflections

Danny attributes Hexclad's success to a blend of hard work, market understanding, and strategic partnerships. He emphasizes the importance of controlling the business narrative through direct-to-consumer models and building genuine relationships with both customers and partners like Gordon Ramsay.

Danny Weiner [78:21]: “I try to control the tiller. I have the best chance of us getting to our place successfully by steering the ship effectively through any storm.”

He also reflects on the significance of taking risks later in life, highlighting that age should not be a barrier to entrepreneurial success. Danny's journey underscores that perseverance, adaptability, and trust in one's vision can lead to extraordinary achievements, regardless of age or initial setbacks.

Conclusion

Danny Weiner's story is an inspiring example of how unexpected challenges can lead to transformative opportunities. From aspiring actor to leading a global cookware brand, his journey with Hexclad illustrates the power of resilience, innovation, and strategic collaboration. For entrepreneurs and dreamers alike, Danny's experience offers valuable lessons on navigating the tumultuous seas of business with determination and a steadfast vision.

Notable Quotes

• Danny Weiner [10:01]: “I shattered my right leg. I broke vertebrae in my back... I had to make money. I had no money and... I had this moment. This is one of the pivotal moments in my life.”

• Danny Weiner [37:58]: “I owe it to Xi Jinping, because he showed up at the Canton fair... I found a round steel plate with hexagons all over it. That’s when Hexclad was born.”

• Danny Weiner [46:26]: “Hexclad was a handshake agreement. We trusted each other completely to bring this product to the U.S. market.”

• Danny Weiner [77:44]: “Failure's been one of the best things to ever happen to me. If Juice Presso hadn't failed, Hexclad would not be as successful.”

Conclusion

Danny Weiner’s transformative journey from the uncertainty of an acting career to spearheading a successful cookware empire offers invaluable insights into entrepreneurship, resilience, and the importance of believing in one’s innovative ideas. Hexclad’s rise is not just a story of business success but also a narrative of personal growth and unwavering determination.