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  • August 2016
  • Case
  • HBS Case Collection

S'well: The Mass Market Decision

By: Youngme Moon
  • Format:Print
  • | Language:English
  • | Pages:18
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Abstract

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

Citation

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

About The Author

Youngme Moon

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