From Shopify Startup to Walmart Shelves: Building a Category Leader
- Vanesa Lalo
- May 1
- 2 min read
Updated: May 4
In this episode of The DTC Insider, Brian Roisentul sits down with Samuel Goodman, Co-founder of Cheeky, to break down what it really takes to build and scale a DTC brand.
They started with no background in dentistry.
Just a problem to solve.
Samuel shares how they validated the idea through customer calls, used 3D printing to build their product, and scaled from a Shopify startup to thousands of customers.
They also dive into expanding product lines, and what it really takes to break into Walmart after years of persistence.
Plus, they explore customer acquisition today and how to scale in a more competitive DTC landscape.
Here’s a glimpse of what you’ll learn:
• How they identified a real problem and validated it with hundreds of customer calls.
• Why starting without industry experience forced them to stay close to the customer.
• How 3D printing enabled them to build custom night guards at scale.
• How they went from a Shopify startup to serving thousands of customers.
• Why they expanded beyond a single product into a full product line.
• What it takes to build and scale a direct-to-consumer brand today.
• How customer acquisition has evolved from early Meta ads to today’s landscape.
• What it really takes to get into Walmart and other retail channels.
• Why persistence and timing matter when pitching big-box retailers.
• How to think about scaling across DTC and retail at the same time.
Resources mentioned in this episode:
Sponsor for this episode:
This episode is brought to you by BSR.
BSR helps 7-figure+ brands build and optimize strategic growth systems that unlock hidden revenue and scale profitably, without adding chaos, channels, or unnecessary spend.
To learn more about BSR, visit their website or book a call here.
시간과 장소의 편리함을 중요하게 생각하는 분들이라면 관심을 가져볼 만한 휴식 방법입니다. 서비스를 이용하면 별도의 이동 시간을 줄일 수 있어 바쁜 출장마사지 일정에도 활용하기 좋습니다. 집이나 숙소처럼 익숙한 공간에서 편안하게 시간을 보낼 수 있으며, 일과 후 충분한 휴식을 마련하고 몸을 차분하게 관리하는 데 도움이 될 수 있습니다.
I appreciated how this article addressed the topic with a level of self-awareness about its own currency and relevance. The author acknowledged that some points may evolve further as the subject continues to develop. That humility feels appropriate for a modern blog covering something still actively changing. Thanks for such a humble and genuinely well-considered piece.
I found this piece valuable for how directly it acknowledged the gaps between what's currently known and what remains genuinely uncertain still. The author didn't try to paper over those gaps, instead naming them clearly throughout the discussion presented here. That honesty made clear there's more to learn as ongoing research continues to fill in those specific gaps over time. I appreciated that the piece gave me a clearer sense of where the genuine frontiers of understanding actually lie. This is the kind of writing that respects the reader enough to be honest about the current limits. Thanks for such an honest and genuinely clarifying piece.
Not sure how you consistently make topics like this interesting, but your latest blog post proves you've got a knack for it. I went in expecting a quick read and ended up spending way longer than planned, in a good way. Some of the smaller points you made turned out to be the most memorable parts for me. That's a sign of genuinely thoughtful writing. Already excited for the next one.