Going Global A Founder's Big Bet

Eyal Levy thought Yogibo would be big in Japan. How could he best expand the brand?

- Leigh Buchanan

BY 2013, EYAL LEVY HAD SPENT four years building Nashua, New Hampshire–based Yogibo into a successful fun-and-friendly lifestyle brand centered  on its body-hugging beanbag chairs. The Japanese market tempted him. How could he expand there?

“You want a simple model when things are unfamiliar,” says Levy. Franchising stores would provide the experience Yogibo was known for. But Levy was daunted by the prospect of complying with local franchise laws and monitoring distant operations. The key was finding a local distributor he trusted. To deter all but the most committed, Levy lowered sales estimates and emphasized challenges. After finding a good candidate, Levy spent months getting to know him.