NYT’s Corner Office features Sundial Brands’ Richelieu Dennis

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NYT’s Corner Office features Sundial Brands’ Richelieu Dennis

By David Salazar - 09/25/2017

The executive featured in the most recent installment of the New York Times’ Corner Office series will be familiar to readers in the CPG space. The column, published on Sept. 22, features an interview with Sundial Brands CEO Richelieu Dennis.

In the interview, Dennis discusses growing up moving between Liberia and Sierra Leone and the precursor times to his business — started with his mom and his college roommate Nyema Tubman — when he would sell the soap he made on the street. He also discusses the drive that was instilled in him by the entrepreneurial efforts of both of his grandmothers.

With Sundial Brands, Dennis has sought to focus on oft-overlooked consumers, and Dennis is widely credited as the pioneer of the idea of the New General Market — a new way of approaching multicultural, cross-demographic consumers by highlighting commonalities while celebrating difference.

“It is not a segmentation approach; it is an approach of inclusion,” Dennis told Drug Store News in 2015. “It also is not part of a multicultural or ethnic strategy; it is a multi-need strategy in which the heterogeneity within ... and the similarities across populations are simultaneously acknowledged and understood.”

To read the full interview, click here.

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