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Dave Richmond, Tre Milano/InStyler

By on Executive Profile, Other, The Players

The August 15 edition of HOMEWORLD BUSINESS® revealed the 11th Annual “Players,” people to watch in housewares during the next 12 months.

Selected by HomeWorld Business editors, the Players represent a cross section of a diverse housewares business— from established to newly installed company leaders; from large to small operations, from big-box to specialty retailers; from trade show managers to celebrity endorsers.

The HomeWorld Players are in the spotlight not only for how they might impact their respective organizations in the coming months, but also for how they might impact the overall housewares business.

Dave Richmond, Tre Milano/InStyler, CEO and Chief Innovations Officer

PLAYER’S CREDENTIALS: Dave Richmond began his foray into hair care tools in 2001, with the launch of the Revo Styler. “That hair brush broke records as far as direct to consumer sales, and what I found is there was a real and substantial need in the women’s hair styling tool area,” Richmond said.

Richmond got his start as a young inventor, presenting his first product to retail at the age of 13. It is his strong roots in innovation that he attributes to his continuing success in the position he holds today as CEO and chief innovations officer of Tre Milano and its InStyler brand.

WHAT TO WATCH: In the last year, Richmond has guided InStyler through a major rebranding strategy. Part of the campaign has included a shift from product-based design to beauty tools launched as a brand with the goal of creating a cohesive and recognizable hair care and beauty tool collection. The efforts have been supported by a multi-million dollar marketing campaign across television, digital and social media platforms.

In addition, the company has moved away from a singular focus on function. “Before, all the energy went into making it work, but that’s really only part of the experience. We’re really driving towards high aesthetic now. It’s just like beautiful architecture, it enriches your life when the things around you are inspiring and not just functional,” noted Richmond.

He added that the company’s growth, “comes from a passion to do better than we did yesterday, and on every front. I am passionate about creating things and giving people products that make them happy. It’s a thrill and it feels really good to see people happy with what we’re making at InStyler. For me, that’s the zing.”

PERSPECTIVE: “I do believe that innovation is still, and maybe more so than ever, paramount to the consumer experience and to getting consumers excited about coming to your brand and trying your products. And, it’s about innovation that’s meaningful. For the industry in general to bring women into the hair tool aisle, we’ve got to have meaningful, demonstrative innovation,” said Richmond.

2017 HomeWorld Business Players (click on name for profile):

Tre Milano