Company case study
City Mouse
City Mouse is a brand that specializes in crossbody diaper bags designed for parents, combining functionality with a stylish appearance. It came up on The Side Hustle Show, hosted by Nick Loper, in the episode "769: This Mom Built a 7-Figure Brand From Her Apartment" (aired November 5, 2026).
At a glance
| Podcast | The Side Hustle Show |
|---|---|
| Hosted by | Nick Loper |
| Episode | 769: This Mom Built a 7-Figure Brand From Her Apartment |
| Aired | November 5, 2026 |
| Revenue and traction | City Mouse has generated almost $2 million in sales since its inception, with the initial revenue in the first year being around $136,000. |
| Category | E-commerce |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
769: This Mom Built a 7-Figure Brand From Her Apartment · aired November 5, 2026 · hosted by Nick Loper
Why it works
The business effectively addresses a gap in the market by providing a product that parents need—an organized, stylish bag that serves as a diaper bag but looks like a regular purse. The unique design and understanding of the target audience’s needs contribute to its success.
Founding story
The founder, Alex Rutke, was inspired to create the product after struggling to find a stylish yet functional diaper bag while going out with her toddler. Realizing the absence of such a product in the market, she decided to design and produce her own.
The playbook
Key strategies include leveraging social media, particularly TikTok, to engage with the target audience directly, using pre-orders to fund initial inventory, and strategically building brand credibility through public relations.
Also mentioned
City Mouse has expanded its product line based on customer feedback and has plans to grow further by introducing more solutions for parents. The founder emphasizes a community-driven approach by actively engaging with customers to inform product development.