That Will Never Work: Tiles and Errors of Building a Challenger Brand

In an era where almost everything can be sold online, selling tiles online doesn’t sound so far-fetched. But despite consumer demand & an untapped market, Drew and Floss were repeatedly told ‘that’ll never work’ when they set out to build Australia’s online tile store.

We chat about transforming a traditional industry & the questions they had to answer. Can convenience trump price? Where's the sweet spot between being relatable & aspirational? And how do you fit one tonne of tiles in a Toyota