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Paul Jarrett is the CEO and Co-Founder of Bulu Group, the industry authority in creating private-label subscription box businesses for the world’s largest retail brands. He has worked with brands like Disney, Discovery Channel, and GNC, as well as dozens of smaller brands that have used the service to expand distribution and create higher customer awareness.

Paul has more than 15 years of online experience doing everything from working at ad agencies, renting textbooks online, and building his own online brands. Recently, Bulu Group was featured on PBS as a startup program.



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Here’s a glimpse of what you’ll learn: 

  • How brands’ thoughts on selling through online channels have changed over the last 20 years
  • What Bulu Group offers and what makes it stand out from other subscription box companies
  • The benefits of transcription boxes and why consumers are drawn to it
  • Paul Jarrett compares his experience with working with big, well-known brands versus less-established brands
  • When should brands start considering the possibility of using a subscription box as a distribution channel?
  • How to handle excess inventory and how to evaluate customer acquisition costs (CAC) in the subscription box business
  • The impact of COVID-19 to subscription boxes and the difference between women and men’s subscription preferences
  • How brands balance selling in offline channels and selling through subscription boxes
  • How to deal with unauthorized sellers who are selling their products at a lower price
  • The importance of self-awareness and how it transformed Paul’s life and business

In this episode…

Starting up a subscription box business comes with a lot of challenges ranging from finding the best model for your business to managing inventory, pricing, marketing, all the way up to supply and logistics. And probably the biggest cause for concern is how to find the right team to help manage your inventory.

However, brands don’t have to do everything by themselves because they can get outsourced help with fulfillment and inventory management that will not only save them time, and resources, it also helps them have the capacity to focus on other aspects needed to grow their business.

Join James Thomson in this episode of the Buy Box Experts podcast as he interviews Paul Jarrett of Bulu Group about how brands can leverage the power of subscription boxes to become more relevant to consumers. Listen to their conversation about why customers love getting subscription boxes, the difference in the subscription box preferences of men and women, customer acquisition costs, and the best tips on how to manage your inventory. Stay tuned.

Resources Mentioned in this episode

Sponsor for this episode

Buy Box Experts applies decades of e-commerce experience to successfully manage their clients’ marketplace accounts. The Buy Box account managers specialize in combining an understanding of their clients’ business fundamentals and their in-depth expertise in the Amazon Marketplace. 

The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload. 

Buy Box prides itself on being one of the few agencies with an SMB (small to medium-sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management

Learn more about Buy Box Experts at

Episode Transcript

Intro 0:09
Welcome to the Buy Box Experts podcast we bring to light the unique opportunities brands face in today’s e commerce world.

James Thomson 0:18
Hi, I’m James Thomson, one of the hosts of the Buy Box Experts podcast. I’m a partner with Buy Box Experts and the former business head the selling on Amazon team at Amazon, as well as the first account manager for the Fulfillment by Amazon program. I am the co author of the book controlling your brand in the age of Amazon, and co founder of the prosper show one of the largest continuing education conferences for sellers in North America. Today’s episode is brought to you by buy box experts. buy box experts takes ambitious brands and makes them unbeatable when you hire Buy Box Experts you receive the strategy optimization and marketing performance to succeed on Amazon go to to learn more. Today I’m excited to introduce our guests Paul Jarrett, CEO and Co-founder of Bulu Group, a subscription service for private label brands. He’s worked with brands like Disney and GNC, as well as dozens of smaller brands that have used the service to expand distribution and create higher customer awareness. Paul has more than 15 years of online experience doing everything from working at ad agencies, renting textbooks online, and building his own brands online. Recently, Paul’s Bulu group was featured on PBS as a startup program. And Paul today shares his experiences as a keynote speaker, talking about the power of changing your perspective on life, and overcoming major life hurdles to become kinder to yourself. Paul brings his expertise to us today, sharing best practices on how brands can leverage the power of online channels to become more relevant in the lives of consumers. So welcome, Paul. And thank you for joining us today on the Buy Box Experts podcast.

Paul Jarrett 1:59
Thanks for having me on James. Appreciate it.

James Thomson 2:01
Paul, I want to start with a very broad discussion point around. What do you see, having changed over the last 20 years in terms of how brands have thought of the online channel?

Paul Jarrett 2:13
Yeah. I’m, it’s, it’s fascinating because I’m both it’s the most exciting thing and probably the most frustrating thing. And I would say, you know, my first website was built, I think about 2003. Okay, and sorry, I have kids and dogs and I’ve

Unknown Speaker 2:37
got those two bagger.

Paul Jarrett 2:40
So, you know, it was fascinating when we’re at a time where you know, we’re all figuring out credit card payments and all that other stuff and you know, Amazon just kind of crept in like a really slow rolling dark fog right. And I guess, you know, not necessarily dark, but you know, for people that saw it, I think it was really intimidating for them. And I feel like you know, there’s really just two camps of folks, right there are the folks that are going to let the metrics, the sales channels, the margins, the black and white facts, drive a lot of sales. And there’s folks that are still stuck in, you know, what’s the story, what’s the feeling what’s all about? They all matter, but you know, when you have a tool like Amazon, or you have tools online

Unknown Speaker 3:39
more time, all right.

Unknown Speaker 3:42
I feel that way at the end of many days.

Unknown Speaker 3:45
It’s getting close and

Paul Jarrett 3:48
you know, it’s it’s really a matter to me of who is in charge of the company and what are their kind of like thoughts, feelings and beliefs. And frankly, I think it’s it’s a shame scamming, working with who we work with, you know, we’ll still have these multibillion dollar companies and they’re like, we don’t want to go on Amazon because it’s gonna steal sales. And you just, you know, sometimes I stop and I say, Wait, you know, is that serious? Or is that you know, are you being sarcastic? Right? And usually what I do in a room is I say, okay, can everybody just raise your hands if you’ve received a package from Amazon in the last three days? And you’re like, Okay, so like, this is what you’re missing out on? 80% I believe it’s 80%. All online sales happen on Amazon. And I think it’s just, you know, maybe the most fascinating thing that I’ve noticed over the past 20 years is the level of denial bad folks walk out you know, and even now, when it is happening, and the speed of e commerce and development is happening faster than probably it ever has, overall before. We’re working with clients and you know, trying to schedule like a quick conversation on Okay, you know, you want to start selling your old our excess inventory on Amazon let’s, you know, go find a third party for you and they’re like, No, we don’t want to do that they you know, rather have it sit around in the warehouse and collect dust and yes. So it’s just I think that has been really mind blowing is the rate at which technology is progressing is not the rate at which the folks at the top are progressing and there are a lot of them are stuck in their their beliefs, a lot of feeling a lot of denial and and you know, it’s unfortunate but also it’s evolution, right like i don’t i don’t think retail is dying. I don’t think things are going to go extinct. It’s going to do what it’s always done. Business is going to evolve. You know, when TV came around, you know, probably online, you know, television ads were wild, right when people deciding to send catalogs is just an evolution and it’s where and that evolution Do you want to live, there’s no right or wrong. But if you have goals, the right thing to do is to use utilize channels and tactics and metrics that support your goals. And that’s that’s probably over the last 20 years just been fascinating to watch, you know, companies can literally save themselves, but for some reason or another, they’re just in denial about using new channels.

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