WITHit designs and curates products that bring out the best in the devices people love. Powered by a team of technology experts, style influencers and product engineers, WITHit brings consumers the accessories that make their digital devices perform better, feel better and become a bigger part of their lives. Pulse 2.0 interviewed WITHit co-founder and Chief Customer Officer Phil Grandinetti to learn more about the company.
Phil Grandinetti’s Background
What is Phil Grandinetti’s background? Grandinetti said:
“I co-founded WITHit after eight years as VP of Sales at LightWedge, a global e-book, e-reader, and tablet accessories brand. All told,”
“I have spent the last 22 years in a leadership role for consumer products companies, including serving as Sr. VP of Sales for GSM Products in Oceanside, CA.”
“As co-founder of WITHit, I played a role in launching the company’s line of Wearable Tech Accessories in 2014. WITHit products are sold through the largest and most influential retailers in the U.S. with retail partners including Walmart, Target, Best Buy, Macy’s, QVC, HSN, Kohl’s, and Barnes & Noble.”
“I joined GSM Products as the U.S. Director of Sales and was quickly promoted to VP of Worldwide Sales, leading the company into Canada, Mexico, the U.K., and the Pacific Rim. Within a year, I was promoted again to Sr. VP Worldwide Sales. During his tenure at GSM, the company realized unprecedented growth under my guidance.”
“I have a J.D. from the University of San Diego School of Law, and am licensed in the State of California, as well as a B.A. from the University of Iowa in Economics and Political Science.”
Formation Of WITHit
How did the idea for WITHit come together? Grandinetti shared:
“In April 2013, David, Bill, and I took a bold step by founding WITHit. At that time, David was a practicing attorney in Las Vegas, while Bill and I were facing the closure of the consumer products company we had been working for.”
“Together, we brought over 60 years of combined experience in consumer goods to this new venture, driven by the determination to make it succeed. As I often say, ‘We all have families. We had no choice but to make it work.’”
“We committed to giving it a year, funding the business ourselves, and through a mix of good fortune and relentless hard work, we were fortunate to see our efforts pay off.”
“One of my main responsibilities as Chief Customer Officer is to lead the Sales Team and strategize on organic and inorganic ways we can grow revenues.”
Favorite Memory
What has been your favorite memory working for the company so far? Grandinetti reflected:
“Beyond the obvious customer successes that have kept us going, it’s hard to pinpoint just one standout memory from the past 10+ years since we started the company—there are simply too many. However, we often reminisce about our humble beginnings, sharing tiny hotel rooms in New York City and Hong Kong.”
“By 2019, it became clear that our rapidly growing business would require a significant investment to expand our domestic operations. We explored various options, from financing capital expenditures and expanding our team, to pursuing a sales transaction with a private equity firm or strategic partner within the industry. Ultimately, we found the ideal strategic partner in E. Gluck Corporation, a leader in the traditional watch business since 1956. Their team of designers, operations experts, and fulfillment specialists in Queens, New York, was exactly what we needed.”
“We navigated the majority interest sale transaction throughout the COVID shutdown, conducting all our negotiations via Zoom. Remarkably, we completed the transaction in March 2021 without ever meeting in person.”
Core Products
What are the company’s core products and features? Grandinetti explained:
“WITHit operates in two product categories: Wearable technology accessories and Reading accessories.”
“The wearable technology accessories include straps, protection, stands and cases for smartwatches (Apple, Samsung, Garmin, etc.), Airpods, Airtags and other wearable tech devices.”
“As of the time of this interview, WITHit is the category leader for wearable tech accessories in the United States.”
“Reading accessories are made up of reading lights, bookmarks and magnifiers. The company recently acquired Mighty Bright. Another leader in the category for decades. Combined we are a leader, if not the leader, in reading accessories in the United States.”
Challenges Faced
What challenges have Grandinetti and the team face in building the company? Grandinetti acknowledged
“Challenges are inevitable, especially with the constant influx of new smartwatch launches, but that’s part of the excitement in this business. Whether it’s designing and sourcing products, managing shipping and fulfillment, or addressing customer needs and inventory obsolescence, our focus has always been on building strong relationships. These relationships are key to overcoming any challenge we face.”
Evolution Of WITHit’s Technology
How has the company’s technology evolved since launching? Grandinetti noted:
“3D modeling and printing have significantly shortened our product development cycle. This technology enables us to validate and refine a concept design before committing to the investment in production tooling, ensuring we get it right from the start.”
Significant Milestones
What have been some of the company’s most significant milestones? Grandinetti cited:
— Dave and I founded the book light business in 2005
— WITHit was launched in April 2013
— Believed to have become the leader in wearable tech accessory sales in North America in about 2018
— 2023 NPD Report issued confirming that WITHit is the #1 wearable tech accessory brand in the USA by both units sold and revenue dollars
— Majority interest sales transaction to E. Gluck Corporation in March of 2021
— Since the partnership with E. Gluck Corporation in March 202, we have launched branded wearable accessories for licensed brands including Anne Klein, Steve Madden, Vince Camuto, Nine West and Wrangler
Customer Success Stories
When asking Grandinetti about customer success stories? Grandinetti highlighted:
“A few years ago, a customer approached us in early October with a request for a massive Black Friday and holiday promotion on Apple Watch bands. Without disclosing the customer, we were tasked with producing 80,000 units within five weeks and getting them in stores by Black Friday. It was a significant challenge, but we successfully delivered on time.”
Funding
When asking Grandinetti about the company’s funding details, he revealed:
“As a private company, WITHit does not disclose financial information. We’ve always been self-funded from the beginning.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Grandinetti assessed:
“The global wearable technology market is ~US$61B with a projected CAGR of 14.6% between 2023-2030.”
Differentiation From The Competition
What differentiates the company from its competition? Grandinetti affirmed:
“WITHit is a U.S.-based company with design, customer service, sales, and warehousing operations located in New York City. We are highly focused on customer satisfaction, offering a lifetime product guarantee to ensure every consumer is happy with their WITHit product. Our goal is to design products that enhance every consumer’s experience with their device.”
Future Company Goals
What are some of the company’s future company goals? Grandinetti concluded:
“WITHit will continue to evolve alongside the advancements in wearable technology. It’s an exciting space due to the constant innovation in the technology we accessorize.”
“We’re currently finalizing the integration of the Mighty Bright brand into our operations, and we’re thrilled to now offer our customers the best product line in the book light and magnifier space. We’re also continually exploring acquisitions that add value for our retail customers.”
