Vinomofo launches The Club: Co-founder Andre Eikmeier on how to redesign your business when you’ve built a “beast”

Vinomofo co-founder Andre Eikmeier has opened up about the time and complexity involved in redesigning a fast-growing company’s offerings, following the launch of the retailer’s new subscription platform last month.

After toying with, and then putting off, the concept for five years, Vinomofo founders Andre Eikmeier and Justin Dry decided to take their online wine retailer’s offerings to the next level with the launch of The Club, after securing $25 million in funding in early 2016.

With a self-explanatory name, The Club operates as a subscription service for Vinomofo customers, delivering 12 hand-picked wines to subscribers’ doors every month, every two months, or every quarter.

The Club is also customisable; customers can pick and choose between wines types depending on their tastes, so they can avoid receiving a box of nothing but Chardonnay or Sauvignon Blanc, for example.

Speaking to SmartCompany, Eikmeier revealed the concept of The Club was something the founders had been cooking up for years. In fact, they had actually released a similar model back in 2012 but it fell by the wayside as they “never took it to the next level”. Read more

Dominic Powell - Smart Company - 7 Sep 2017