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1. Build Your Product Around a Gap in the Market: Success in E-Commerce comes from delivering meaningful solutions to customers. Recognizing gaps in the market, particularly in the safety and quality of dog crates, Addison founded GUNNER to address these unmet needs, creating products for outdoor enthusiasts and dog lovers like himself.
2. Go Above and Beyond: Addison believes that a single, thoughtful customer experience, especially one that exceeds expectations in a time-sensitive moment, can create lasting brand loyalty and powerful word-of-mouth that endures for years.
3. Customer Retention Drives Growth: Addison maintains sustainable growth is driven by strong customer retention, rooted in authentic relationships that encourage repeat purchases and long-term loyalty.
4. Hire Based on Growth Potential: Addison advises E-Commerce business leaders to prioritizing work ethic, cultural fit, and growth potential over top-tier experience. Using this hiring approach has allowed GUNNER to develop talent internally while fostering a fun, engaging workplace culture.
5. Empower Team Members: Encouraging a “no policy” approach to CS across his company, Addison empowers members with flexibility and trust, rather than rigid policies, enabling faster, more empathetic resolutions that strengthen customer trust and loyalty.
A passionate outdoorsman, Addison Edmonds loved taking his dog, Gunner, on hunting excursions, but his excitement was often shadowed by worry, knowing his dog’s crate wasn’t safe for travel. Determined to solve this problem, he created a high-quality, secure dog crate and launched Gunner Kennels in 2015. Be inspired by how Addison and his team’s “go above and beyond” approach to CX not only drives business but also builds a loyal community, establishing GUNNER as a trusted brand among dog lovers.
Meet Addison Edmonds, Founder of Gunner Kennels!
Launched in 2015, Gunner Kennels produces high-end, USA-made, double-walled rotomolded plastic dog crates recognized for their extreme durability and safety. They are renowned for being the only dog crates to receive a 5-star crash-test certification from the Center for Pet Safety.
Addison Edmonds was frustrated by the dog crates available on the market. “None of them were safe,” he explains. “And that’s the whole point of a dog crate - safety when traveling.” Believing other dog owners felt the same, he set out to build a better solution, launching the website for GUNNER in March 2015 – the very day his daughter was born. “That was 11 years ago,” he says, noting that his family has since grown to four children. “We started with dog kennels and have expanded into food and water bowls, dog beds, and most recently, a hunting dog vest. We’re focused on improving the products in the dog world that fall short, taking what feels cheap or poorly made and creating the best version possible.”
For the first two years, Addison ran GUNNER on his own. As the demands grew, his wife stepped in to support marketing, branding, and customer service, soon followed by the company’s first official hire. “Since then, we’ve grown to about 35 employees and recently moved into a new warehouse here in Nashville, which is really exciting,” Addison shares. Today, team members have the option to work remotely on Mondays and operate out of the 60,000-square-foot office and warehouse the rest of the week, while the head of customer service and two team members work fully remote.
Addison believes that internal mobility is key to building a team with deep product knowledge and a strong understanding of customers, regardless of role. Customer service often serves as the entry point, with team members gaining firsthand experience before moving into other departments like marketing and accounting.
In 2018, Addison made the decision to discontinue wholesale and focus exclusively on a direct-to-consumer (D2C) model. “Half our business was coming from D2C, so when we made the shift, I assumed we would lose the other half. But we ended up doubling unit volume within two months,” he shares.
Customer retention has also been a key driver of growth, with dog owners returning to GUNNER for additional crates and high-quality, high-performing pet care essentials. “Being able to build real, authentic relationships with our customers has been our secret sauce,” Addison adds.
A commitment to producing the best dog crates and care accessories requires significant investment in manufacturing tools. “The tools are expensive—around $100K,” Addison reveals. For that reason, he reinvests every dollar back into the business, ensuring GUNNER can continue delivering an exceptional range of products while also supporting its employees.
GUNNER’s peak season starts early August and runs through late January. To offset the slow month period, February to April, the company offers special flyway migration colors unique to a region along with product collaborations and limited editions. “We’ve found that these strategies help keep business steadier throughout the year,” Addison says.
For Addison, delivering an exceptional customer experience is just as important as building the best product. The inspiration behind GUNNER’s CX philosophy traces back to a standout experience he had with a shotgun company in college. “Initially, they told me it would take a week to fix my shotgun - duck season had just started, and I needed it sooner.” Unbeknownst to him, they rushed the repair, added a few courtesy tune-ups, and overnighted it back. “I had it 24 hours later. I’ve probably told that story a thousand times, I was so impressed by their service.”
He credits that moment with shaping the trust GUNNER has built with its customers over the years. “People tell us we have great products, but even better customer service. We really go the extra mile for our customers.”
“From the start, I told my team we’re going to do whatever it takes to make the customer happy,” Addison says. Embracing a “no policy” approach, he encourages customer service team members to use their judgment to find the best solutions. That can mean replacing a crate without hesitation if something goes wrong. “If a handle comes off, I have no problem giving them a new kennel,” he says, recognizing that dog owners are deeply invested in the products they trust for their pets.
The week Addison’s first daughter was born, coinciding with the launch of the company website, he wrote down 35 goals for GUNNER on a large wooden board, which still hangs in his office 11 years later. With 12 goals, mostly product-related, still remaining, he says, “that’s helped me keep a North Star for what I set out to do.” With several new products in the pipeline, he’s especially excited about a few that he believes customers who share his passion for dogs and the outdoors will immediately embrace. “My main goals are focused on new product releases and expanding into new categories,” he adds.
Admittedly still new to the AI landscape, Addison is open to using it internally for business strategy, analytics, and supporting his team with basic customer service tasks – all with human oversight. However, he draws a clear line when it comes to customer-facing interactions. “I don’t think you’ll ever call our customer service number and get a robot, it’s not our vibe,” he says. “We strive to either answer right away or get back to customers immediately if all team members are busy.”
Can’t-live-without-tool? My pocketknife that I carry every day or my impact driver drill. I’m just always building or fixing stuff. But if you boil it down for everybody, it’s probably my phone. But I hate being on my phone and I don’t keep social media on it.
Key hiring trait? If they are a hard worker. In terms of experience, we tend to hire a little younger. If we need a new head of marketing, we are not going to go and hire the next high dollar executive. Rather, we’re going to that person who worked for that top performer and let them grow into the role. Additionally, we look for people with a good personality and who like to have fun. For example, I’m doing a big crawfish boil for our company next Thursday. We have a party planning committee, everyone brings their dogs to work - we just try to make sure we have a fun office atmosphere.
#1 challenge as a leader? Leading by example. I tend to put myself down and self-criticize my work ethic. So to think that I can lead by example feels like a tough hill to climb at times.
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