Founder Friday: Jordan Nathan, Founder & CEO of Caraway 🍳
Issue #30
Founder Friday is a content series from SuperAngel.Fund highlighting companies in our portfolio and the inspiring founders behind them.
In our 30th(!) edition we are featuring Jordan Nathan, Founder & CEO of Caraway, a modern home brand famous for its non-toxic, non-stick, ceramic cookware, and recent expansions into bakeware, linens and accessories. Their products feature a uniquely high design aesthetic with thoughtful storage solutions, and sell through its direct-to-consumer website, Amazon and select retailers including Crate & Barrel, Target, West Elm, & Nordstrom.
According to Fortune magazine, Caraway “built the most in-demand cookware brand of the pandemic” and we couldn’t agree more! Centered around a stunning flagship line of colorful cookware sets, and amassing over 35k five-star reviews, the brand witnessed unprecedented growth over the past few years, with no signs of slowing down.
A Forbes 30 Under 30, Jordan previously launched a successful kitchenware brand and was responsible for sourcing and selling more than one million units. That experience helped lead him to Caraway, where he felt several industry norms were missing the mark, namely: (i) high quality cookware was overpriced, (ii) existing kitchen brands did not connect with modern shoppers digitally, and (iii) most were selling Teflon® coated cookware that has been known to contain “forever chemicals” harmful to human health and the environment. Caraway, on the other hand, has quite the opposite approach, delivering a new standard for healthy cooking, which includes not just the products we use but how they are sourced, manufactured ethically, packaged, shipped and recycled responsibly.
Caraway has become one of the fastest growing consumer brands in history. After raising its seed round in 2019/2020, earlier this week the company announced its $35 million Series A led by McCarthy Capital. Resources will go towards supporting Caraway’s continued mission, further develop new product offerings and expand distribution partners to reach even more customers. We are honored to have had a front row seat from the very start (see photo below from November 5, 2019 - launch day).
If you haven’t gotten your hands on a set of their cookware just yet, we invite you to use our special code "SuperAngel10" for 10% off any of their products!
Describe your company in 5 words or less.
Jordan: Kitchenware without the chemicals
What was your primary motivation for starting your business?
Jordan: A few years ago, I accidentally left my PTFE fry pan on my stovetop and got sick from the fumes. I was motivated to find a solution to create chemical free cookware.
What piece of advice would you give an entrepreneur starting a business today?
Jordan: Build your company from day one with an eye towards sustainable growth. Make sure you thoughtfully choose your price point and margin structure to set yourself up to achieve profitability. Once you launch and your price is set, it is hard to move up market.
What do you love to do in your free time?
Jordan: I enjoy cooking, playing ice hockey, and traveling!
What is the most interesting place you’ve visited recently and why?
Jordan: I went to Austin for NYE and loved the mix of city life, warm weather, and hiking trail availability.
What is your favorite app or tool in your work life and in your personal life?
Jordan: My favorite tool for work is Google Trends. My favorite app in my personal life is Reddit.
What do you believe is the most important skill or attribute of a successful founder?
Jordan: Resilience. You get “No’s” every single day and those who are able to power through and ignore that, will be primed for success.
SuperAngel.Fund is an early stage fund that invests in Consumer, PropTech & Future of Work. You can learn more at SuperAngel.Fund.
