Graza is only about a year old, but if you shop at a particular type of boutique grocer, you may feel like it’s always been here. That is part of the plan. “The small stores were very much a part of our launch strategy and go-to-market strategy,” said Allen Dushi, Graza’s COO. “We wanted to look like an online brand and smell like an online brand and talk like an online brand but build the business through retail.” Dushi founded Graza with Andrew Benin, who, according to his LinkedIn page, was previously head of special projects for the fancy cereal brand Magic Spoon and before that spent three years working for that mattress brand, the one everyone thought they loved a couple of years ago, which Dushi told me had directly informed Graza’s growth.
