In this Add to Cart Checkout episode, Nathan catches up with Ben Hare, Mike Wilson, and Nick McLennan, the powerhouse trio behind Tinyme – a leading brand in personalised kids’ that is delighting families across the globe. Tinyme has built its success on a foundation of quality customisation, process-driven efficiency, and a culture of “dad-level” ingenuity that makes their approach truly unique. From launching the made-to-order brand Opiqo to establishing a UK manufacturing facility, the team has consistently driven innovation and set new standards for personalised products. In this session, Ben, Mike, and Nick reveal their craziest online buys, their go-to brands, and the productivity tools that keep them on top of their game.
Ghillie Suits and Brine Shrimp
We asked each Tinyme director for their weirdest online purchase, and their answers were certainly unique. Mike’s choice? A ghillie suit, a camouflage outfit that makes the wearer blend into natural surroundings. “I bought it for four bucks, the full jungle outfit head to toe,” he laughs. “I pretty much use it to jump out of the bushes at my kids.”
Nick recalled his first-ever eBay buy — a colourful pen that ultimately taught him a valuable lesson about international shipping costs. “I paid way too much to transfer US dollars to Aussie dollars, and months later, my brother showed up with the same pen for free, complete with his name on it.”
Ben’s quirky purchase was slightly more practical, though certainly unusual. “I bought brine shrimp eggs to hatch and feed fish,” he explains. “If you’re into fishkeeping, it makes sense, but it probably sounds strange to everyone else!”
Brands That Inspire: From Premium Bags to Space Exploration
When asked about the retailers that inspire them, the Tinyme team each had a unique answer, each director reflecting their unique interests. Mike admires Bellroy, a high-quality bag and accessory brand known for its sleek designs and long-lasting materials. “Bellroy’s execution on product is fantastic,” he says.
Their storytelling is spot-on, and I’ve bought their bags – they last forever.
Nick’s choice goes a bit further afield, into space, actually. Nick is inspired by SpaceX, which he applauds for its groundbreaking work in manufacturing and design. “I’m inspired by their manufacturing methodology,” Nick says, “and the precision of their operations. It’s wild, but it’s next-level process.”
Ben takes inspiration from brands that excel in customer experience, with shout outs to Birdsnest and Amazon. “Birdsnest,” he says, “has this relentless focus on customer experience and service. And Amazon’s ability to provide frictionless service and fast fulfilment is something I admire, too.”
The Tech Behind Tinyme
With Tinyme’s focus on mass customisation, choosing the right tech tools is essential. Each founder has a go-to tool that makes their job easier. For Ben, Tinyme’s custom-built internal production system is irreplaceable. “We’ve built some pretty awesome tech,” he says. “Our production system is the backbone of what we do, and it’s all customised for our specific needs.” It keeps Tinyme’s operations in sync and ensures they can meet the unique demands of personalised orders.
Mike, on the other hand, relies on Google’s Looker Studio for its versatility across teams. “It’s easy to use, whether it’s for marketing, operations, or devs. Looker Studio is a staple for us, and it allows everyone to access and analyse data quickly.”
True to his tech-loving side, Nick swears by Home Assistant, a tool he uses both at home and at Tinyme’s facilities. “It’s amazing for IoT and automation,” he explains. “I’ve even set up air conditioning zones at home that change based on solar power generation.” For Nick, it’s a tool that merges functionality with innovation, much like Tinyme itself.
Tinyme’s Go-To Reads and Listens for Big Ideas
The Tinyme trio are always looking to learn, and were happy to share some of their top books and podcasts for those looking to gain new insights. Nick’s pick was the book The Goal by Eli Goldratt, a classic in process improvement and the theory of constraints. “It’s almost mandatory reading for new staff at Tinyme,” he says.
It’s written like a novel, but the insights are practical and easy to apply.
Mike’s choice is Getting Things Done by David Allen, a book that offers a productivity system that has been influential for him and the team. “It’s a fantastic system,” he explains, “although the book itself takes a while to get through. But once you’ve read it, the way you approach tasks changes.”
Ben recommends the How I Built This podcast, which shares the journeys of entrepreneurs from all industries. “It’s inspiring to hear so many different business journeys,” he says. “My kids love it too, which is a bonus.”
Keeping Pace with Customisation Challenges
Running a successful customisation business comes with unique challenges, and for the Tinyme founders, these challenges drive them to keep innovating. For Mike, one of the biggest hurdles is staying up-to-date with the fast-changing world of digital marketing. “What works in marketing changes so quickly,” he says. “It’s a constant reinvention process, finding new channels and learning from what’s working now.”
Ben’s primary focus is on maintaining Tinyme’s edge in mass customisation, which has become a cornerstone of their business. “We have to keep innovating in customisation,” he explains. “It’s a huge part of our business, but it’s also one of our biggest opportunities.”
Nick’s challenge lies in choosing where to focus their energies for the best return. “There are always new ideas, but we have to pick the ones that are truly worth the investment,” he says. “It’s all about prioritising the ideas that bring the best value to the business.”
Building a Personalised Brand Through Smart Innovation
For the Tinyme founders, the secret to building a successful, personalised product business is a blend of inspiration and continuous improvement. By keeping their processes finely tuned and embracing creativity, they’ve built a brand that balances high-tech operations with a uniquely personal touch. Their approach is a reminder that great ideas often start from unexpected places – and that success lies in finding ways to turn those ideas into realities.
The Checkout is a short snippet of our conversations.
