Brothers' Brawl: Transforming High-End Cutlery into Budget-Friendly Essentials
In the sparkling aisles of Costco, between the colossal displays and the endless array of goods, you'll discover Schmidt Bros. - a stirring cutlery brand that's redefined the premium knife market with its unique blend of superior craftsmanship and affordability. The path to those gleaming shelves, however, took roots in a cozy basement workshop where two brothers, Jordan and Jared Schmidt, absorbed the art of craftsmanship from their father. As the brothers celebrate their company's 15th anniversary, they recollect their extraordinary journey from that basement to forging a cutlery empire that spans across over 10,000 retail doors.
The Schmidt brothers' story commences with their parents – an immigrant father, honed with expertise as a mechanic and engineer, and a mother whose culinary lineage would shape their future perspective on kitchenware.
Their father's basement workshop served as their first classroom, where hands-on learning was always encouraged.
"Did you two 'burglarize' the workshop occasionally?" I enquired.
"There were times we got our share of scars on our hands," Jordan chuckled, "but I wouldn't categorize it as breaking in so much as him inviting us in and always eager to teach us something new at a young age. We were always in the shop, learning as much as we could."
Music played a significant role in their upbringing, with both sharing fervor for similar sounds shaped by the era they lived in. "Growing up in the '90s, I couldn't miss Pearl Jam and Nirvana," Jordan reminisced. "They truly left their mark, and it was a liberating revelation since it was music that we'd never heard before."
Jared's musical journey mirrored his brother's but with a twist. "I was in lockstep with him regarding the '90s era," he said, adding that he also dabbled in heavier genres with bands like Metallica and Pantera. Their sister rounded out the eclectic mix with her love for Motley Crue and the glam rock bands of the '80s.
Before founding Schmidt Bros., the siblings took diverse paths that would later complement each other prowessfully. Jordan pursued an unconventional merger of music and philosophy at the University of Michigan. His academic background later proved indispensable in brand building.
"Turns out, the philosophy degree wasn't just an impractical course of study," Jordan explained. "As we embarked on building our brand from inception, it felt like we were creating an album. In my mind, everything had to be in harmony; nothing could be out of place. The tone and descriptions of everything had to be consistent, from beginning to end."
After college, Jordan spent time tending bar in New York City, working his way from discotheques to high-end establishments. He viewed this period as a sort of "graduate degree" in understanding human nature: “I learned so much from people of different backgrounds – you glean so much from these conversations that you never thought you would have.”
Jared took a more conventional route, majoring in marketing and supply chain management. After graduation, he worked in supply chain, initially focused on survival. “Like any college grad, my top priority was to find a job to make a living, and, eventually, to move out of my parents’ house.”
The brothers' entrepreneurial journey commenced as their father started working on houseware projects, bringing his engineering know-how to kitchen product design. Jordan was the first to join, followed by Jared, and they initially focused on private label design work. However, the 2008 financial crisis would serve as the catalyst for their own brand.
"The goal was to create something top-notch, yet affordable," Jordan explained. “There were a lot of folks who needed to cook at home nowadays, many who couldn't afford high-cost items. Could we manufacture something that would cater to their needs while making it profitable?"
Their father's connections worked wonders, though not in the expected manner. "He didn't have a deep understanding of housewares," Jared noted. “He had an opportunity with a project, and he dove into design, approaching it from a designer's viewpoint rather than the standpoint of building a business.”
One crucial lesson their father taught them was about the relationship between design and manufacturing. "Designing with precision within machinery constraints of one factory was a must," Jordan emphasized. “Designing in a vacuum isn't feasible; it must be possible to manufacture what you create.”
The brothers spent six months working on about 80 SKUs before debuting at the International Housewares Show. Their innovative booth was a captivating display – an enormous butcher shop that attracted viewers like a magnet.
"The butcher shop-inspired booth turned heads," Jordan remembered. “At the time, the booths were merely rows of products. As soon as we transformed our booth, people were inexplicably drawn to it.”
Their design sparked the interest of the Williams-Sonoma group, leading to their first major retail partnership with West Elm, which was then venturing into kitchen products. “They loved our work and wanted to talk about potential partnerships,” Jared recounted.
The brothers vividly remembered their first significant sales, which arrived after receiving coverage in Food & Wine magazine. “We received a torrent of orders, and we were still packing them out of our garage, using our small stock,” Jared recalled, adding that the Memory Card photo of his wife packaging orders is still a cherished memory.
Their journey in the knife industry hasn't always been smooth sailing. "Some potential partners we're still involved with today took up to four years to come on board," Jared revealed. “Breaking into closed circles and convincing them of our vision was challenging, but we persevered."
Maintaining a close-knit team is crucial when you're a lean organization, and Schmidt Bros. is no exception. When hiring, they prioritize specific traits. "Wearing multiple hats is a must," Jordan emphasized, “being adaptable, capable of learning new skills while leveraging existing skills.”
One of their father's biggest influences was instilling patience when making decisions. "Take a break, sleep on it," became an integral mantra – urging them to pause before jumping into conclusions.
“Accepting what you can’t control and moving forward” was another pivotal lesson they absorbed. “Sometimes I'll take a break and tell myself, ‘it is what it is' – meaning I can't control the situation right now, but I have to go with the flow,” Jordan explained.
Their father was fortunate enough to witness the early success of their brand before passing away about a decade ago. Though he was silent with his compliments, he beamed unspoken pride. “He wasn’t much of a talker, but you could tell he was proud beyond words,” Jordan remembered.
As the Schmidt brothers celebrate their 15th anniversary, they reflect on their journey and look forward with excitement. “Fifteen years feels immense,” Jordan reflected. “Firstly, it's a surreal realization of how long 15 years is. In the industry, I feel like I'm interacting with the younger generation instead of the other way around.”
“From our first order to 10,000 retail stores, it's a remarkable testament to hard work and support,” Jared admitted.
Their story is neither a storybook success nor a tale of overnight triumph, but rather a testament to the imperishable spirit of perseverance, invention, and family values. Schmidt Bros.' journey from a basement workshop to nationwide retail popularity guarantees that with determination, innovation, and a clear vision, it's possible to create a niche in even the most established markets.
As they look to the future, they are steadfast in their commitment to their original mission – manufacturing premium cutlery at affordable prices, carrying forward their family's legacy of craftsmanship and quality. Their ingenuity and dedication serve as an inspiration to aspiring entrepreneurs across the globe, teaching that with perseverance, adaptability, and a firm vision, the sky is truly the limit.
"Keep doors open, don't shut them behind you," Jared advised, encapsulating one of their key business philosophies. "You never know when relationships and encounters may return to your life.” It's this kind of wisdom, combined with their innovative spirit and commitment to quality, that drives the brothers forward as they continue to write their own extraordinary tale.
The brothers' commitment to affordability in the premium knife market, stemming from their father's influence, has significantly contributed to their career success.
Schmidt Bros.' unique display at the International Housewares Show, resembling an enormous butcher shop, attracted attention and led to their first major retail partnership with West Elm.
Jordan's background in philosophy and his experiences working in bars in New York City have proven instrumental in Shmidt Bros.' brand-building process, ensuring consistency and harmony in their messaging and tone.
