Blunt Umbrellas Founder Insights

Summary

This meeting was a founder interview with Greig Brebner, creator of Blunt Umbrellas, held in the company showroom.
Greig detailed the journey from the original product concept through to commercialization, investment, and Blunt’s evolving design philosophy.
Key topics included product innovation, startup setbacks, the importance of mindset, team building, investment strategy, and expanding beyond umbrellas.
The meeting concluded with reflections on sustainable design, emotional customer connections, and future plans for further product categories and international growth.

(none specified in transcript)

Blunt was founded to reinvent the umbrella, originating from Greig’s dissatisfaction with traditional umbrella design and a desire for a meaningful, innovative product.
Initial attempts focused on improving all aspects of the umbrella, leading to four years of iterative prototyping and refinement.
Key insight: Not all aspects of the traditional design were broken—focus on solving specific problems (wind resistance, sharp points) led to the patented Blunt frame and canopy tensioning system.
First prototypes were made and tested in the UK and New Zealand, with eventual validation through initial sales despite poor early manufacturing quality.

Greig credits persistent mindset work and a clear vision for overcoming multiple failed projects before Blunt.
Reading mindset-focused literature and envisioning success helped maintain motivation during difficult periods.
Early adversity included lack of commercialization plan and confusion after securing a patent.

The turning point involved partnering with Scott Kington, who provided complementary skills and helped bring the product to market in New Zealand.
Early manufacturing was local and of low quality but validated consumer demand through specialty retail at a premium price.
Secured investment from two experienced business partners, stressing the value of investor alignment and maintaining focus on long-term vision over short-term gains.

Emphasized the importance of clarity in roles, job descriptions, and expectations as the company transitioned from startup to growth phase.
Recognized challenges in shifting culture and expectations from visionary startup contributors to scalable business processes.
Stressed open discussion with team members about their roles, rewards, and the risks inherent to startups.

Blunt’s position is about creating a premium, lasting product in a market accustomed to disposable umbrellas.
Building a market segment around quality and service was challenging; true validation came from customer willingness to pay a premium and return for repairs.
Global expansion strategy focuses on deep penetration in select markets (villages/cities) rather than spreading thinly across many regions, with current priority on Australia due to proximity and market compatibility.

The company’s design philosophy now intentionally creates modular, repairable products to foster emotional connection and longevity.
Use of analogies like Lego and replaceable light bulbs to explain modularity; handles and canopies can be easily replaced rather than discarding the whole product.
Service, repair, and customization are prioritized to enhance loyalty and sustainability, making obsolescence counter to Blunt’s model.
The intentional, emotional, and sustainable approach is now being applied to new product categories beyond umbrellas.

Expanding beyond umbrellas — Decision driven by founder’s creative needs, market timing, and confidence in applying Blunt’s design/service model to new categories.

How will Blunt’s approach to modularity and sustainability scale with new product categories?
What specific markets or product categories will be targeted next beyond umbrellas?
How will Blunt maintain alignment with distribution partners as it expands internationally?