Alex Schinasi is the co-founder of Hulken, one of the fastest-growing bootstrapped D2C brands, creating an entirely new consumer category with its iconic rolling tote. With fewer than 10 employees, Hulken is scaling into a nine-figure business and is sold nationwide at Target and The Container Store. A three-time entrepreneur with two successful exits, Alex also co-hosts the D2C podcast Unfinished Business, bringing a female operator's perspective to e-commerce and brand building.
Thursday, February 25, 2027
9:30 AM Fireside Chat: From “Schlepping” to Social Commerce Gold: How Hulken Turned a Functional Utility Product into a Viral DTC Phenomenon
- Building a category-defining brand around a highly practical product and transforming everyday utility into a social media status symbol.
- Leveraging organic creator adoption, celebrity visibility, and community-driven word-of-mouth to scale Hulken without relying heavily on traditional paid advertising.
- Balancing brand storytelling, founder authenticity, and social commerce momentum while expanding into retail partners such as Target, QVC, Amazon, and The Container Store.
- Exploring how modern founders can build highly recognizable consumer brands through community, product obsession, and cultural relevance rather than massive teams and VC funding.
Check out the incredible speaker line-up to see who will be joining Alex.
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