One
One of the dangers of a Saturday email is that sometimes, by the time you’re due to send, the topic you’ve picked is too tired to use.
There’s been a lot of hot air nonsense written about Solo Stove and its partnership with Snoop Dogg, so much so that we probably shouldn’t cover it. So, we’re switching gears, slightly, to highlight an aspect that hasn’t been much discussed.
And that’s this: the fire pit market is a category of one.
There are, to be clear, more expensive, more thorough ways to prove this, but Solo Stove so convincingly owns the category that its dominance is apparent in Google Trends.
While fire pits as a search topic peaked at the height of COVID, Solo Stove is only now starting to reach its peak.
The two topics are trending in opposite directions—and doing so to such an extreme that Solo Stove now has as much relative search interest than a generic category term. The next largest brand in the space hardly registers.
Why highlight this?
For one, the week’s obsession with their celebrity partnership will fade away. And whether it was beneficial, a waste of money, etc. will not matter. In its place will be a continued steady march toward further category dominance.
At some point, Solo Stove’s growth will be tied almost exclusively to that of the category, which was the case to begin with. Except, this time, that category growth is more likely to come from their efforts than COVID.