How to Take Market Share from Players Who've Had It for Decades

​The big players in cleaning, period care and baby products have had the shelf, the distribution and the consumer trust for decades. Laura Harnett (Seep), Aine Kilkenny (Riley) and Rima Suppan (Peachies) decided to take them on anyway. They walk through how they found the gaps the incumbents were too slow to see, what it took to earn retailer and consumer trust from nothing, and how they took market share from players who had every structural advantage.