Casson co-founders Megan Cassidy (on left) and Jane Son (on right) bring beautiful hardware to modern-built environments with sustainability always top of mind.supplied
Running a small business that leaves a minimal footprint is the essence of Casson Hardware Inc., an online boutique hardware retailer. Launched in 2017, the Toronto-based company sells unique hardware pieces for cabinets, bathrooms, doors and walls, primarily to designers. For small business month, HP is highlighting Casson’s commitment to running a sustainable operation, which it does without compromising the quality of its products. Casson co-founder Jane Son recently spoke to Mary Ann Yule, president and chief executive officer of HP Canada, about how the company’s products and its sustainability focus are closely intertwined.
Mary Ann: What inspired you to start Casson?
Jane: My business partner Megan Cassidy and I are both architects and we noticed a void in the marketplace for beautiful hardware. Hardware is typically very traditional and overwrought. There are plenty of hardware companies out there, but a lot of products come from overseas and are often cheaply made and have to be replaced every two-to-five years. We wanted to sell products that would last, with modern and contemporary designs. This is what sparked our business idea for Casson Hardware.
Mary Ann: What's unique about your business?
Jane: We are architects first, so we designed our business with architects in mind. We bring that perspective forward and support the architects and design community directly in a way sales reps can’t. We meet with designers at their offices. Not only do they trust our eye but also our background.
Mary Ann: Why is sustainability a primary focus for Casson?
Jane: Sustainability is part of our ethos and defines how we operate across all areas of our business. From the beginning, we knew we didn’t want a building that would take up resources — no bricks and mortar — so our staff works virtually. We also wanted to avoid having a showroom footprint. We made a conscious decision when building the business to keep it online, much like a curated catalogue that is easy to navigate. It opens up a whole new world to us. When it comes to the products we offer, our focus is always on products that are beautifully made with real, solid materials — things that will last. We wanted products that were classic and would stay in your home or building for as long as you wanted them.
Mary Ann: How else do you integrate sustainability into your operations?
Jane: We’re big on recycling. We recycle every piece of paper we get. If the packaging we receive supplies in isn’t nice, we’ll clean it up before sending it along to the customer complete with a designed sticker that says ‘Casson recycles.’ When it comes to our everyday printing and invoicing, we use HP Original Ink in our OfficeJet Pro and subscribe to its Instant Ink program, which ships replacement cartridges when our ink runs low. HP has a closed-loop recycling program, called the HP Planet Partners Program, which takes recycled plastic from its recovered cartridges and combines them with apparel hangers and plastic bottles, to create new ink and toner cartridges. Choosing to partner with other companies who operate sustainability is a key part of helping us to reduce our overall environmental footprint.
Mary Ann: How challenging was it to grow the business at first, and how did you handle it?
Jane: As practising architects, we thought this was going to be a part-time business. Not long after we started, we had to add staff and readjust our schedules. Business picked up very quickly — much faster than we anticipated. It’s been a big learning curve. We schedule it so one of us is consistently in the hardware business mode. We also spend quite a bit of time educating people about spending more on hardware. You pay a little bit more upfront for our products, but they’re going to age with you. In the end, it’s better quality and more sustainable.
Mary Ann: What advice do you have for other small business owners looking to integrate sustainability practices into their operations?
Jane: Start with sustainability in mind and put as much energy into it as possible. For us, it began with the product and knowing that what we sold had to be sustainable. You should also consider which companies you’re choosing to partner with for all aspects of the business, from sourcing materials down to the company you’re using to do your printing, packaging and ink system. Also, recycle as much as possible. As a small business, you have to stand behind what your product is and how it’s made. If you come from a sustainable mindset, it’s easier to set up your business so that everything you do supports that sustainable vision as well.
Mary Ann: What do you find most rewarding about running your own business?
Jane: Through the infrastructure available to us we have been able to create a fully online, successful company, with a small carbon footprint. Through digital tools like social media, we are able to reach international customers in the United States, Australia, Europe, and Asia — opportunities we wouldn’t have with a traditional brick-and-mortar business. There’s not much competition in our niche segment of the market, which has been great for us. It also means we have more room to expand our business. It’s a very exciting time!
Advertising feature produced by Globe Content Studio. The Globe’s editorial department was not involved.