"There were three or four years straight where we were like, if it doesn't go the way we need it to go, we'll close it down at the end of the year -- and then year end comes and we're just like, close enough to keep going." Ethan Haber was a college sophomore with a studio art degree, a hamster named Mooksy, and a problem: the hamster ball hadn't been improved since the 1970s. So he invented a better one. Then came COVID, molds stuck at the Port of Long Beach, a packaging supplier who switched materials without telling him, four years of unprofitability, and social media backlash from people who don't even own hamsters. 2026 is his first profitable year. We talked about how he got to 750 retail locations, why he quit Meta ads and tripled Amazon sales, and the cold LinkedIn DM that landed him the founder of PetSmart as a mentor. SPONSORS Swym - Wishlists, Back in Stock alerts, & more getswym.com/kurt Cleverific - Smart order editing for Shopify cleverific.com Zipify - Build high-converting sales funnels zipify.com/KURT LINKS Happy Habitats (Shopify store): https://www.happyhabitats.net Happy Habitats on Amazon: https://www.amazon.com (search Happy Habitats) Happy Habitats on Chewy: https://www.chewy.com (search Happy Habitats) Happy Habitats on Walmart: https://www.walmart.com (search Happy Habitats) Ethan's plush work (Instagram): @HaberPlushProductions Jim Dougherty (PetSmart founder) book: "The Pet Project" -- search on Amazon P9 Design (Ethan's design partner): https://www.p9design.com Shopify Collective (free app): https://www.shopify.com/collective Mark Knology (marketplace management): [URL not provided in episode] Trover Saves the Universe (Squatch Games): https://troverthegame.com WORK WITH KURT Apply for Shopify Help ethercycle.com/apply See Our Results ethercycle.com/work Free Newsletter kurtelster.com The Unofficial Shopify Podcast is hosted by Kurt Elster and explores the stories behind successful Shopify stores. Get actionable insights, practical strategies, and proven tactics from entrepreneurs who've built thriving ecommerce businesses.