{"id":13499,"date":"2025-01-17T11:30:41","date_gmt":"2025-01-17T19:30:41","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=13499"},"modified":"2025-01-27T09:21:17","modified_gmt":"2025-01-27T17:21:17","slug":"how-rangeme-leveled-the-playing-field-for-this-startup-bandage-brand","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/how-rangeme-leveled-the-playing-field-for-this-startup-bandage-brand\/","title":{"rendered":"How RangeMe Leveled the Playing Field for This Startup Bandage Brand"},"content":{"rendered":"\n

The bandage category is not an easy one to break into. Scan the first aid aisle of any store and you\u2019ll see a wall of products that are primarily from a couple of national brands or else are the retailer\u2019s private label products. Beginning in March, however, you’ll find colorful and playfully-designed boxes of bandages from a new player on the shelves nationwide at one of the major extreme value retailers.<\/p>\n\n\n\n

The brand is called Hug-a-BooBoo<\/a>, but if you ask them, they don\u2019t sell bandages.<\/p>\n\n\n\n

They sell hugs.<\/p>\n\n\n\n

A husband and wife startup<\/strong><\/h2>\n\n\n\n

Hug-a-BooBoo is a Staten Island-based startup co-founded by the husband and wife team of Rob Treglia, a retired NYPD lieutenant, and his wife Christine, a NYC Department of Education speech therapist who is the owner of the brand. The idea for the company came following a visit to the pediatrician for their then three-year-old daughter, Mia. After getting some shots and some bloodwork done, she didn\u2019t like the bandage they gave her and subsequently tore it off.<\/p>\n\n\n

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Cristine Treglia<\/figcaption><\/figure>\n<\/div>\n\n\n

So Christine made her a new bandage for Mia, taking a marker and drawing a frog on it in the likeness of one of her daughter\u2019s stuffed animals, including drawing the frog\u2019s arms outstretched along each end of the bandage so that they \u201chugged\u201d her wound when it was applied. \u201cMia thought it was special, because no one else had a bandage like that,\u201d says Christine Treglia. \u201cIt was her reaction to the design that sparked the idea for the brand. She was scared because of her wound, and then all of a sudden she was instantly fine and smiling.\u201d <\/p>\n\n\n\n

This led to some R&D on Rob\u2019s part. \u201cObviously, as a startup we couldn\u2019t afford to license something like Disney or Frozen characters, so we needed to come up with our own designs,\u201d he says. \u201cSo we focused on the things kids already have in their rooms, like stuffed animals, teddy bears, dinosaurs, and went with that.\u201d<\/p>\n\n\n\n

What resulted was a line of kids\u2019 bandages consisting of a variety of cartoon animals, people, dinosaurs and the like with their arms outstretched along each end of the bandage so that when affixed to the wound it looks like the animal is hugging it. Hug-a-BooBoo was born. <\/p>\n\n\n

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\"\"<\/figure>\n<\/div>\n\n\n

<\/p>\n\n\n\n

“Let\u2019s face it, any cartoon bandage can cover a wound,” says Christine Treglia. “What makes us so different? We realized from the start that when children are hurt, they need more than just cute pictures. They need comfort, distraction, and emotional connection. When Hug-a-BooBoo’s friendly animal arms wrap around a finger, elbow, or knee, they capture attention and make it almost impossible not to smile. That’s the power of a hug.”<\/p>\n\n\n\n

They launched the product on Amazon, and sales on the site gave them the confidence boost to start pursuing retail. However, their first experience with one large retail chain left them a bit disappointed. <\/p>\n\n\n\n

\u201cThey wanted us to pay a fee to get placement on the shelf,\u201d says Rob Treglia. \u201cYou basically have to pay rent to get into the circular, and if it doesn\u2019t work out, they said they would send it back to us or destroy it at our own expense, and we could end up owing them a lot of money. It wasn\u2019t an opportunity for us.\u201d<\/p>\n\n\n\n

They also approached a variety of independent retail stores, and got placement in several, but the labor and expense of driving out regularly to the stores was not cost effective. <\/p>\n\n\n\n

Patience pays off with RangeMe<\/strong><\/h2>\n\n\n\n

Eventually the Treglias found RangeMe and upgraded to a Premium subscription so that they could upload their full line of products, participate in RangeMe’s Immediate Opportunity campaigns<\/a>, and submit directly to retailers. \u201cRangeMe gave us the opportunity to level the playing field and get in front of buyers we\u2019d never get exposure to otherwise,\u201d says Rob. \u201cIt gives smaller brands like ours a legitimate chance against the big guys.\u201d<\/p>\n\n\n\n

Along the way, Christine & Rob learned a valuable lesson: When you are dealing with the major retail chains, things typically take a lot of time. But patience and persistence can pay off big time. <\/p>\n\n\n\n

Over the course of two years, the Treglias spent time submitting products to anything and everything they could. However, they didn\u2019t get accepted for any of these submissions. Frustrated, they were on the verge of canceling their subscription when they got a message from a giant retail chain. \u201cWe still had a few days remaining when the acceptance letter came in,\u201d says Rob. \u201cImagine if we would have canceled; we could have missed out on that opportunity. That could have been the end. In the end, we realized the system does work, but sometimes you just have to have a little patience.\u201d<\/p>\n\n\n\n

Hug-a-BooBoo, along with several other brands that were selected from the Immediate Opportunity flew down to meet with the buyers, who were taking meetings in a room co-located with ECRM\u2019s Health & Beauty Care Sessions last February in New Orleans.<\/p>\n\n\n\n

\u201cWe were a bit star struck being in the room with buyers from a retailer of that size and scale,\u201d says Rob. \u201cThey checked out our products, we had a discussion, and they gave us some feedback on our products. Once they started throwing numbers at us, it was clear that this was a different league of retailer than what we were used to dealing with. Much more massive in scope.\u201d<\/p>\n\n\n\n

The retailer decided on a small test run of 3,000 units across 100 stores. After a few weeks, the buyer let them know that after a slow start, sales had picked up, and asked if they had any more.<\/p>\n\n\n\n

\u201cWe had about 6,000 units of a different product, but our definition of \u2018a lot\u2019 and theirs were clearly not the same,\u201d says Rob. \u201cThey wanted 120,000 units. We told them we could put it together in 60 days, but got the impression that they were starting to think we wouldn\u2019t be able to handle such a large order.\u201d<\/p>\n\n\n

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A bigger deal than expected<\/strong><\/h2>\n\n\n\n

After giving it some thought, the Treglias decided to reverse strategy and offered to deliver 150,000 units, which would enable them to take over a full container and get additional efficiencies. The buyers liked the idea. Even better, the buyer suggested they bump the number up to 170,000. <\/p>\n\n\n\n

\u201cThis not only turns us into a brand with national distribution, it gives us the credibility we couldn\u2019t get anywhere else,\u201d says Christine Treglia. \u201cIt also enables us to get better pricing by dealing with full containers, and that gives us more capabilities in terms of speed of shipping. It was definitely transformational for our business.\u201d<\/p>\n\n\n\n

The products are set to hit the shelves in March. To support sales at the shelf the brand is working with some social media influencers that specialize in that retailer, and have already produced some media assets for them to use. <\/p>\n\n\n\n

The brand has also refreshed its packaging for greater impact on the shelf, particularly to grab the attention of kids who may be walking the aisle with their parents. \u201cWe made it almost look like a toy box, placing the animal or character images front-and-center,\u201d says Christine Treglia. \u201cPlus, they are prominent on the back of the packaging too, so even if a shopper takes one off the shelf and replaces it backwards, it will still grab your attention.\u201d<\/p>\n\n\n\n

Bandages for adults, too<\/strong><\/h2>\n\n\n\n

While Hug-a-BooBoo may have started out making bandages with kid-appeal, it has evolved to include designs that adults like as well, such as American Flag bandages, butterflies and other designs. \u201cWe find what connects to people,\u201d says Rob Treglia. \u201cLook at what is on bumper stickers, look at what\u2019s on trucks. There are many cool designs out there that don\u2019t require a licensing fee. The American Pride bandage for example, is a best seller at the Capitol gift shop, and many people wore them on their ears during the Republican National Convention.\u201d<\/p>\n\n\n\n

Hug-a-BooBoo is also creating some designs aligned with various charitable causes they support, such as first responder bandages with proceeds going to the Tunnel to Towers Foundation, and a line of Hugging Paws Rescue Cats and Dogs bandages that support local animal rescues. In fact, the brand just donated to a local shelter to help a blind cat to have eye surgery and also to a makeshift shelter started by a vet in LA helping to save displaced pets from the wildfires. <\/p>\n\n\n

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<\/p>\n\n\n\n

A 6-year overnight success<\/strong><\/h2>\n\n\n\n

In today\u2019s world of social media, where we mostly see the end result of success as entrepreneurs flood their feeds with posts and images of their wins, most people don\u2019t see the years of grinding, the endless calls, hearing \u201cno\u201d from buyers again and again, returning back to the drawing board, refreshing the products, refreshing the packaging, trying again and again. But it’s this resilience to get back up after falling, again and again, sticking with your passion through the ups and downs that eventually leads to that big break. <\/p>\n\n\n\n

They say that luck is when preparation meets opportunity. Over the past six years Christine and Rob Treglia have put in the work and done all of the prep, refining their offering and building their capabilities. RangeMe provided the opportunity, and this coming March we’ll see the result on shelves nationwide.<\/p>\n\n\n\n

\u201cWe\u2019re an overnight success, six years in the making,\u201d says Rob Treglia. \u201cRangeMe gave us an opportunity we couldn\u2019t get anywhere else, and it could literally change our lives by taking our business to a whole new level.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

An Immediate Opportunity submission propelled Hug-a-BooBoo to national distribution<\/p>\n","protected":false},"author":47,"featured_media":13510,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[101],"tags":[37,28],"class_list":["post-13499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-supplier-spotlight","tag-cpg","tag-entrepreneurship"],"yoast_head":"\nHow RangeMe Leveled the Playing Field for This Startup Bandage Brand - The RangeMe Blog<\/title>\n<meta name=\"description\" content=\"A RangeMe Immediate Opportunity submission propelled Hug-a-BooBoo to national distribution with a major retail chain\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rangeme.com\/blog\/how-rangeme-leveled-the-playing-field-for-this-startup-bandage-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How RangeMe Leveled the Playing Field for This Startup Bandage Brand - 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