The founder of runaway brand success “The Oodie” started and failed in six business ventures before stumbling upon the wearable blanket that would soon become a multi-million dollar empire.
Davie Fogarty, a 26-year-old entrepreneur from Adelaide, tried everything from selling headphones on eBay to punching out Vietnamese rolls before he created what many have labelled to be the ultimate COVID lockdown accessory.
Now, having captured a market using prolific social media ads, Fogarty says his group of brands, including the Oodie, is on track to turn over $200 million this year.
“I was selling weighted blankets at the time and wearable blankets is a pretty close iteration of that,” Mr Fogarty told 9News.com.au.
“The success was pretty instant. When you hit a product that’s pretty popular and you have the right timing and good digital marketing, success can be pretty easy to come by.”
Retailing for around $109 (discount codes and bundle packs excluded) the Oodie essentially replicates what it feels like to be in bed while you’re up and about.
Complete with a hood and pockets, the Oodie features a Sherpa fleece interior and a flannel exterior.
For Mr Fogarty, commercialising winter comfort is simply another upside of building a brand that people seem to connect with.
“One of the Oodie’s main goals is just to make people happy and smile,” Mr Fogarty said.
“I love seeing people walking to their local Hungry Jacks wearing them, it’s great fun.”
While the Oodie’s success story is more or less an overnight explosion, the road to entrepreneurial achievement has been one of hardship and failure.
“I was baking cookies and going next door to my school and trying to sell them to the teachers, I was selling pencils at one stage and that flowed to trying to sell on eBay,” Mr Fogarty, who is only 26, tells 9News.com.au.
“I had a couple of businesses in school and then after I left I tried all sorts of things from headphones to iPhone cases. I launched a Vietnamese roll shop which failed.
“In all I failed about six businesses and that pushed me to this journey of learning new skills, of