Canadian Retailer - Store 2016 - 40

STORE 2016 AWARDS OF DISTINCTION

INDEPENDENT RETAIL AMBASSADOR OF THE YEAR

CLEANING UP THE
COMPETITION, NATURALLY
Canadian skincare company reaping rewards for genuine
business approach and positive culture
BY KEN MARK
KARINA Birch and Cameron Baty, the entrepre-

"We want our employees to 'go rogue'
from time to time to suggest and deliver
new products and ways to do things. And if
things don't work out, that's fine. We want
to keep the organization lean with little
hierarchy or middle management."

neurial Co-Founders of the Canmore Albertabased Rocky Mountain Soap Co. recently received
the Retail Council of Canada 2016 Independent
Retail Ambassador of the Year Award. And now
they have to try and squeeze it into their already
crowded corporate trophy cabinet.
The award joins a slew of earlier ones starting
with the 2002 Profit Canada's Hottest Star. Other
plaques include one for being named one of the
2012 Waterstone Human Capital Canada's 10 Most Admired
Corporate Cultures in the Growth & Small Cap category.
Organic growth

Since childhood, Karina has been creating what she calls "kitchen cosmetics" using all-natural, toxin-free ingredients that come
directly from the earth and plants. Back then she would put egg in
her hair and rub fresh avocado on her skin. She is in charge of the
firm's research and development. Cameron, her husband and company Co-Founder, looks after the business and operations side.
Rocky Mountain Soap offers close to 400 different products-
skincare, sunscreen, men's deodorant and baby care items-almost all of which are formulated and produced in house. There
are 11 Rocky Mountain outlets, mainly in Alberta, British Columbia, and Manitoba malls. They each average about 800 square
feet. And they also have a 16,000-square-foot workshop, too. The
company's products are also available at independent retailers
across the country that cater to a wide range of consumers who
appreciate natural products.
The company has been profitable from the beginning. However, during the past three years, sales have been growing by 25
per cent annually. More important, the firm has also mastered
the art of digital marketing. "In the last 12 months, our online
sales have surpassed what we sell in stores," says Birch.
Encouraging culture

While she is very secretive about her product formulas, she
eagerly shares her management philosophy. It is based on "controlled chaos" designed to encourage and unleash employee innovation. She says, "We want our employees to 'go rogue' from

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CANADIAN RETAILER | STORE 2016

- KARINA BIRCH, Rocky Mountain Soap Co.

time to time to suggest and deliver new products and improvements to the way we do things.
And if things don't work out, that's fine. We want
to keep the organization lean with little hierarchy or middle management."
The company actively promotes a forwardlooking corporate culture that stresses positive
attitudes, being kind to one another, team spirit
and customer service.
Employees also enjoy profit-sharing, health
benefits, optional yoga, spin and cross fit classes, a random powder day, staff discounts, team
celebrations and monthly birthday lunches. As
a result, they tend to stick around. In fact, one of
them has worked there for 15 years.
The company is also socially active in the
community, participating in several local food
banks, shelters and organizations such as Cause
Canada and Project Shine, donating both time
and tonnes of soap.
Fueled by the company's growth, Karina
harbours future plans that include possibly
outsourcing some production and finding suitable partners to help expand Rocky Mountain
Soap's retail footprint across Canada and overseas. And, if the company's recent success is
any indication, there will soon be more Rocky
Mountain Soap locations and a broader customer-base for the company to draw from.

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