SmartCart, according to Elden, comes in 63 different colors, sizes and patterns. The soft-sided carts weigh less than three pounds but can hold up to 110 pounds and fold to fewer than two inches.
“My company has been making innovative, collapsible carts for 15 years, but I could see back in 2009 when California was getting ready to ban plastic bags, that people needed a replacement for them, a rolling bag on wheels,” Elden relates.
"Shark Tank" offered an opportunity to expand further. Colleagues suggested he try out for the show, and he did—three times, the third open call being the charm.
“The third time, when I submitted my video for the show, I changed my approach. Instead of showing a wide range of my products, I made a short video solely about the SmartCart.”
Elden held a viewing party to celebrate his appearance on the show—appropriately enough at Sharkeez Manhattan Beach, near his home. Elden also credits living near the beach for his booming business.
“When I first started my business out of my bedroom in an apartment in Hermosa Beach, things were very stressful. But by a stroke of luck, whenever things got intense, I could just look out at the ocean and it made me calm. The ocean has an amazing power over stress. It was really beneficial to look out at the ocean and be calmer and put everything in perspective.”
Currently, SmartCart is available locally at Ralphs, Bed Bath & Beyond, Staples, Big 5, and as a private label for Smart & Final. For more information, visit dbest-products.com.