Brands that created new retail categories are facing a familiar problem: once a product proves it can solve a real consumer need, competitors often follow quickly. Companies such as Willow and Oura are now working to preserve the advantages that helped them define their markets in the first place, according to the report.
Willow, founded in 2014, introduced a wearable breast pump that could be used inside a bra, giving nursing parents a hands-free alternative to older corded models. CEO Sarah O’Leary said the idea changed the category by centering the user experience. More than a decade later, wearable pumps are widely available from brands including Momcozy, Zomee and Spectra, and insurance marketplaces now include “wearable” as a filter. Willow sees that broader adoption as evidence it helped reshape the space, but O’Leary said the company remains wary of fast-moving imitators that could compromise safety. She said the brand’s edge comes from customer-focused innovation that is difficult to copy.
Building a lead through distribution and product development
To stay competitive, Willow has expanded its retail presence, including roughly 1,900 Target stores and 200 Kohl’s locations, along with online channels such as Babylist and FSA Store. In November, it also launched its wearable manual pump, Willow Wave, in 1,600 Walmart stores. O’Leary said the company aims to keep introducing clinically effective products that solve real problems for consumers.
Oura followed a different path but faced similar dynamics. Founded in Finland in 2013, the company brought its first product to market in 2015, positioning its ring as a discreet health tracker focused on sleep at a time when many wearables emphasized steps and exercise. Chief Marketing Officer Doug Sweeny said the ring sits at the intersection of healthcare and jewelry, a space the company believes it can continue to own. Oura’s adoption accelerated after the pandemic, and since 2023 it has expanded into stores including Best Buy, Target and Costco. The company has also used partnerships, such as its roles with U.S. Soccer and the U.S. Open, to reinforce awareness where the product was already being used.
Other category creators, including SharkNinja, are applying the same playbook: solve an unmet need, listen to customers, expand distribution and protect intellectual property. As the report notes, the challenge for first movers is not just inventing a new product, but holding onto the lead once the category becomes familiar.
Source: modernretail.co
