Country Bunny founder renames venture

In February, Bogart renamed Nixa-based Country Bunny, debuting it as Jordan Essentials in conjuction with the business’ seventh anniversary.

All told, the switch was an 18-month process, said Bogart, who co-owns the business with her husband, Ron.

“We were just having a really hard time spreading out of the Midwest,” Bogart said. That forced officials to decide whether they wanted to run a regional, national or international company.

With a direct sales force that’s 90 percent women in all 50 states, Guam and Puerto Rico, Bogart is going for international growth.

“When I started, Country Bunny was the name of my craft fair booth,” she said. “We lived out in the country … it sounded cute for country craft fairs, but when we incorporated, we kept it.”

This time, though, the company spent time on market research before deciding on Jordan Essentials.

“We decided to use the influence of the Jordan River, because we are also a Christian-based company,” she said. “If I want to relax, I want to sit by a peaceful river, and … the only river I’d really want to sit by is the Jordan (where) people crossed over into the Promised Land.”

When the name changed, it didn’t take long for Bogart to see a difference.

“We had (residents of) Australia, Sweden, Germany, Canada and Mexico send us e-mails within the week,” she said. “They want to have consultants there.”

Bogart said international sales force expansion to Canada and Mexico is likely next on the horizon, and she expects it within two years.

Product growth

The company has added a Dead Sea salts product line that complements its new name.

“The Jordan River flows into the Dead Sea, and the Dead Sea has 21 minerals not found any place else or (in) any other body of water in the world,” Bogart said. “It’s very, very therapeutic (with) a lot healing products.”

She noted that the Dead Sea salts line is popular with customers who have ailments such as arthritis or fibromyalgia.

The botanical leaf in the company’s new logo represents the marriage of science and nature.

“We’re not an all-natural product, but we’re more organic,” Bogart said.

Products are available online at www.jordanessentials.com, through individual consultants and at the company’s showroom at 1106 Eaglecrest in Nixa.

Beyond the Dead Sea salts line, Jordan Essentials offers bath and body products, including shampoos, skin care products and candles. The oatmeal, milk and honey scent is still a big seller, as is vanilla cream, which was recently brought back, Bogart said.

Also on the product line are Country Bunny Baby and Country Bunny Kids lines.

“We kind of kept a little bit of our heritage,” Bogart said.

Next up for Bogart is the Sept. 20 Health-Beauty Association trade show in New York, where she’ll be keeping an eye out for new product possibilities. [[In-content Ad]]