Ever been embarrassed at the till buying condoms?! This week, Fiona Fitz is joined by Farah Kabir and Sarah Welsh, the brilliant duo behind HANX, a scaling challenger brand in the sexual wellness category.Farah and Sarah turned an awkward personal experience into a market-leading company by spotting a glaring gap in the female-focused sexual health market. They've now built a brand that, although it started in condoms, has evolved to support women throughout all stages of their lives, addressing the various ways that women's bodies change and show up at different ages.They're securing distribution in major retailers like Boots, Tesco, and Sainsbury's and are even making waves in the U.S. with Urban Outfitters.HANX is evolving beyond just being a condom brand—it's becoming a comprehensive women's health and wellness brand.So why not see how it's done in a category that might be very different from the one you operate in? Note: Sarah was moving between locations during the recording, so you might notice video and sound quality changes throughout the episode.By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION.You can ask Fiona a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know!Useful linksHANX websiteHANX LinkedInFarah Kabir LinkedInSarah Welsh LinkedInIf this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us across our socials: Brand Growth Heroes on LinkedIn, Facebook, Instagram and X.Sign up for the latest news and information on the Brand Growth Heroes Accelerator Programme here.Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

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