Episode 1
Last Day at Ashgrove
A studio at the top of its field closes on a Friday. Three people keep the lease and nothing else.
podcast series
Quiet
Launch
Their studio shaped 38 consumer brands and roughly $6.4 billion in shelf value. Now the same three people have eleven months to build something with their own name on the box.
Listen to the podcastAbout Quiet Launch
Quiet Launch is a Northreed audio series recorded inside Halden Goods during the eleven months between an empty whiteboard and a first pallet leaving the dock. Nothing was reconstructed after the fact — the tape rolled while the decisions were still bad.
Before Halden Goods, the founding team ran Ashgrove & Co., a small brand studio in Providence that took Rell Hydration, Petrichor Skin and Copper Kettle from a deck to a shelf.
Episodes
Episode 2
Two Hundred Sketches
Picking a first product means killing 199 other ideas — and the one everybody in the room loved.
Episode 3
The Factory Says Yes
A workshop outside Trenton agrees to take the run. Then the first sample arrives in the mail.
Episode 4
Priced Wrong
Freight, returns and a 34% margin that never existed. The uncomfortable meeting that reset the launch.
Episode 5
Doors Open
Eleven months compress into one Tuesday morning, 1,247 orders and a very quiet drive home.
Thanks for listening!
All five episodes of season one are out now.
Credits
Ivo Kristensen
Supply chain lead at Halden Goods
Declan Moore
Audio engineer and producer based in Lisbon