Case | HBS Case Collection | August 2016

S'well: The Mass Market Decision

by Youngme Moon


This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market.

Keywords: Brands and Branding; Marketing; Business Startups; Entrepreneurship; Distribution; Strategy; United States;


Moon, Youngme. "S'well: The Mass Market Decision." Harvard Business School Case 317-019, August 2016.