Curious how a kids apparel brand built one of the most engaged brand communities in modern commerce?
In an era when retention and community matter more than ever, Posh Peanut is setting the standard. Learn how the brand’s VIP community of nearly 250,000 members fuels product innovation, powers high-velocity drops, and drives exceptional repeat purchase rates—and how creators, collaboration, and real-time feedback are shaping Posh Peanut’s growth strategy for the future.
In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Jenna Habayeb, President of Posh Peanut and four-time CMO (formerly of IPSY and Ruggable), to unpack how community, speed, and product obsession power sustainable brand growth. Jenna shares Posh Peanut’s origin story—founded by Fiona on Etsy—and how the brand differentiated itself in kids apparel through buttery-soft viscose bamboo fabric, bold maximalist designs, and a founder-led commitment to listening closely to customers. At the center of the conversation is retention. Jenna explains how Posh Peanut’s exceptional repeat purchase rates are fueled by both product quality and a highly engaged VIP Facebook community of nearly 250,000 members. This community plays an active role in shaping the business—providing real-time feedback, influencing product decisions, and getting early access to launches. Brit and Jenna dive into Posh Peanut’s fast-paced drop model, from weekly collections to daily drops during key moments like Black Friday and “Poshmas,” and how scarcity and newness keep customers coming back. Jenna also reflects on her transition from CMO to President, why brand and performance must work together, and how creators drive a full-funnel flywheel—from ambassador content to paid amplification and organic celebrity momentum. Looking ahead, Jenna shares the key questions brands should be asking as they scale: balancing acquisition and retention, evolving distribution, and defining the right role for AI in the business.
Check out highlights from the episode below, or or tune into the podcast on Spotify, Apple Podcasts, or wherever you listen!
The following interview has been lightly edited for concision.
“Having this community that's engaging with us and having that two-way conversation is so helpful to grow the business”: Jenna Habayeb on how Posh Peanut is growing with community
Brit Starr: Talk to me about the community size scope, what they do for you, how you interact with them.
Jenna Habayeb: I think about the community kind of in two facets. As a president, as a business leader, always looking at retention rates, how many customers are coming back to repeat purchases, and at what frequency? Healthy businesses obviously have that repeat rate, and the product quality and the design are a testament to why our customers are coming back. We have well over 50% retention rate, which is kind of unheard of in these types of businesses. So really again, it is a testament to the brand, the product, the experience. The other piece of retention and engagement is actually community. What's really unique about Posh Peanut, and this is giving credit to [our founder] Fiona, she listened actively to customers. She created products, new prints, designs, and once the business started growing, she didn't lose that ethos. And so one of the things that I think is really impressive about this business is we have this VIP community on Facebook.
It's almost 250,000 people in this group, but they are highly, highly, highly active. They are getting early access, they are giving us product feedback. They are helping us think about the next collaboration that we drop. We get a lot of insights from them. Having this community that's engaging with us and having that two-way conversation is so helpful to grow the business. I find that it's really unique because there's other brands that have a community, but they just don't engage at this level, and so it's kind of a special sauce that Fiona's been able to create. Now we're able to scale and grow with the business.
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