When most people think about sustainability and home renovation, they probably don’t think about buying and selling second-hand kitchens online. Well that’s where most people and Helen Lord differ.
As the founder of Rehome, Helen has spent more than 15 years building a marketplace that helps homeowners, renovators, kitchen retailers and developers give high-quality kitchens, bathrooms and bedrooms a second life rather than sending them to landfill.
Along the way, she’s navigated changing consumer behaviour, evolving technology, the challenges of scaling a marketplace business and even a memorable appearance on Dragon’s Den.
That’s exactly why we wanted Helen to join the eCom@One Podcast. At eCom@One, we’re fascinated by businesses that challenge traditional thinking and create new ways of serving customers. Helen’s journey combines entrepreneurship, eCommerce, sustainability, partnerships and some very honest lessons learned along the way.
Here are five of the biggest talking points from the conversation.
Table of Contents
- Dragon’s Den Is Nothing Like You Think It Is
- Sustainability Isn’t Always the Main Buying Decision
- Choosing a Technology Platform Is a Bit Like Choosing a Life Partner
- Building a Marketplace Is Harder Than Most People Realise
- Growth Doesn’t Always Come from Where You Expect
- A Conversation Full of Honest Lessons
1. Dragon’s Den Is Nothing Like You Think It Is
Most viewers see a polished 10-minute pitch on television. What they don’t see is everything that happens before the cameras roll.
Helen shared what it really takes to get onto Dragon’s Den, including the extensive preparation, the surprisingly small odds of being selected and the intense scrutiny that takes place behind the scenes.
Helen’s actual pitch was a 2.5 hour grilling where she faced some serious criticism from the likes of Peter Jones. Luckily, Deborah Meaden saw something special in the business and invested. Though Helen admits, investment was never the main purpose of entering the den.
2. Sustainability Isn’t Always the Main Buying Decision
Businesses often assume consumers are willing to pay more or make sacrifices for sustainable products. The reality is more complicated. Helen offered a refreshingly honest perspective on where sustainability currently sits in the buyer decision-making process and why convenience, confidence and value often win.
It’s one of the most candid discussions we’ve had on the podcast about the gap between what customers say they want and what actually influences purchasing decisions.
3. Choosing a Technology Platform Is a Bit Like Choosing a Life Partner
Every eCommerce professional knows the feeling. A platform looks perfect during the selection process but then fast forward a few years and you’re questioning every decision you’ve ever made.
One of the funnier moments in the episode came when Helen compared selecting a technology platform to choosing a life partner. You may feel like you’ve asked all the right questions and chosen a true winner at the start, but time can often reveal what was missed in the beginning.
The story behind why she made that comparison is worth listening to in full.
4. Building a Marketplace Is Harder Than Most People Realise
Unlike traditional eCommerce businesses, marketplaces face a unique challenge. They need buyers and sellers and they need both to trust the platform enough to transact.
Helen discussed the early challenges of creating confidence in a marketplace where customers are buying and selling entire kitchens online, often without ever meeting each other.
The lessons she learned apply far beyond home improvement and are relevant to almost any online business looking to build trust with customers.
5. Growth Doesn’t Always Come from Where You Expect
One of the recurring themes throughout the conversation was partnerships. While many businesses focus exclusively on paid advertising and customer acquisition channels, Helen explained how strategic partnerships became an important driver of growth for Rehome.
It’s a reminder that some of the biggest opportunities for scaling a business aren’t always found inside ad platforms or analytics dashboards.
A Conversation Full of Honest Lessons
One of the reasons we enjoy hosting the eCom@One Podcast is that the best guests don’t just talk about successes. They talk about mistakes, unexpected challenges, decisions they’d make differently and the realities of building a business over the long term.
Helen’s episode delivers all of that. There are stories that will make you laugh, insights that will make you think differently about sustainability and eCommerce and lessons that every founder, marketer and business leader can learn from.
And if you’re currently planning a home renovation, you might discover something that could save you a considerable amount of money too.
Watch the Full Episode Here
To hear Helen’s full story, her Dragon’s Den experience, the lessons from building Rehome and the insights that didn’t make it into this article, listen to the latest episode of the eCom@One Podcast.
Don’t forget to subscribe so you never miss future conversations with leading founders, eCommerce experts and industry innovators.
