About Kai Norris

I build product brands from the ground up — sourcing, identity, ecommerce, and distribution through content.

How it started

I started my first brand at 15 — RecoveryWay, a small massage products business. It failed. I had two customers (my mum and dad).

But it forced me to learn the fundamentals: suppliers, margins, product pages, payments, customer trust. It taught me that ideas don’t matter — execution does.

How I build

My approach is simple and structured:

• Supplier selection: verified manufacturers, heavy questioning, and sample testing before committing to MOQ.
• Launch lean: start at minimum order quantities, validate demand, then scale.
• Obsess over positioning: product quality + brand perception + marketing must align.
• Ship fast: iterate based on real feedback, not assumptions.

I believe marketing is the multiplier. Without distribution, nothing moves.

What I’m building now

Samurai Padel Co launched in January and generated ~£4.5k in its first month. The next product iteration (Katana 1.0 White) launches this week.

I also operate the website platform for United’s Big Lily, supporting its growth as a community-driven brand.