How Pick'em Sold Over 25 Million Toothpicks Thanks to TikTok and Is Set to Hit €10M Revenue This Year - Niklas Terrahe, Pick'em

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About this episode

Niklas Terrahe has achieved something that seems impossible at first glance: he turned toothpicks into a lifestyle product. With his startup Pick'em, he has sold over 25 million toothpicks in just two years and is heading toward €10 million in revenue this year. What began as an experimental D2C project in his own apartment has become one of Europe's most exciting brand developments.

From Living Room Production to Own Factory

Pick'em's idea is as simple as it is brilliant: flavored toothpicks. Niklas and his team started with a playful approach, producing the first 2,000 packs directly in their own apartment. This experimental phase was crucial for testing and refining the concept.

The decisive breakthrough came through social media. Pick'em recognized TikTok's potential as a central platform early on and developed a content strategy that paid off: the company's videos average 2 million views. The team focused on storytelling, viral hooks, and the right content mix to stay relevant long-term.

In-House Production as Competitive Advantage

A strategically important step was the decision to build their own production facility. The toothpick factory in Brandenburg enables Pick'em to scale significantly faster and launch new flavors. While other companies need weeks or months for product development, Pick'em can develop and market new products within a week.

This speed is crucial in a market heavily influenced by trends and viral moments. In-house production gives the company the flexibility to respond quickly to market changes and implement new ideas.

The Jump into Retail

After success in the D2C space, entering retail was the next logical step. Niklas Terrahe explains why this channel is crucial for further growth and which strategies Pick'em pursues. Interestingly, many retailers approached the company directly – a sign of the strong brand perception Pick'em has built.

Simultaneously, Pick'em is planning international expansion. The USA, Scandinavia, and other European markets are in focus. The challenge lies in adapting the successful content strategy to different cultures and markets.

Community Building and Habit-Forming Products

Pick'em has managed to turn an everyday utility item into a lifestyle product. Toothpicks were an invisible product for a long time – Pick'em made them visible again. The community plays a central role in this transformation. Through influencer collaborations, creative campaigns, and a strong social media presence, the company continuously builds its brand.

The focus is on habit-forming products – products that become a habit. Pick'em positions itself not just as a toothpick manufacturer, but as a lifestyle brand that shapes new behavior.

Funding and Growth Strategy

Pick'em's funding strategy is also interesting: the company relies on angel investors rather than VCs so far. This decision gives the team more flexibility and allows them to drive brand development according to their own vision.

The numbers speak for themselves: 25 million toothpicks sold, a targeted revenue of €10 million, and their own production facility. Pick'em shows how to create a new market with a simple product idea, the right content strategy, and fast execution.

Lessons Learned for Founders

Pick'em's success story offers several important learnings: First, the power of social media as a growth driver when content and strategy align. Second, the importance of in-house production capabilities for speed and flexibility. And third, the possibility of creating new categories through innovation and strong branding, even in seemingly saturated markets.

Niklas Terrahe and his team have proven that with the right approach, even the most inconspicuous product can become a successful brand.