Three North Carolina Natives Transform Beach Experience with Wind-Powered Innovation
GOLDSBORO, N.C. — What began as a simple frustration with traditional beach umbrellas has evolved into a multimillion-dollar business that has transformed coastlines from Maryland to Mexico. Brothers Dane and Scott Barnes, along with co-founder Alex, recently shared their entrepreneurial journey at the Better Business Summit, detailing how their company, Shibumi, grew from a homemade prototype to a product now visible on 100% of North Carolina beaches.
Deep Roots in Eastern North Carolina
The Barnes brothers’ connection to Wayne County runs deep. Their mother was raised in Fremont on the family farm, and their grandfather, William Ballance, is enshrined in the Wayne County Agricultural Hall of Fame. Growing up with strong ties to Fremont and Goldsboro, the founders regularly visited eastern North Carolina throughout their childhood.
For years, the family’s annual tradition was spending one week each July at Emerald Isle, with 15 family members gathering for beach vacations. It was during these trips that the seeds of innovation were planted.
Identifying the Problem
Traditional beach shade options presented significant challenges. Standard umbrellas were heavy, difficult to transport, prone to rusting, and notoriously unstable in coastal winds. The 10×10 pop-up tents weren’t much better. Both options provided limited shade and frequently became dangerous projectiles in beach breezes, tumbling down the sand and potentially injuring beachgoers.
The inspiration for a solution came from unexpected sources: sheets hanging on clotheslines at their grandparents’ Fremont farm, kites flying during beach vacations, and seagulls gliding effortlessly for miles without flapping their wings. The persistent ocean breeze, typically viewed as an obstacle, presented an opportunity.
Taking the First Step
In 2015, when their parents and Alex’s parents both purchased homes in Emerald Isle, the frequency of beach visits increased dramatically. The inconvenience of traditional shade solutions became more pressing, particularly as the brothers anticipated being responsible for setup duties.
The turning point came when a friend appeared at Dane’s apartment door with a sewing machine, urging them to stop talking and start building. What followed was a humbling hour and a half spent trying to thread the machine while consulting manuals and YouTube videos. The Shibumi story nearly ended before it began, but persistence prevailed.
The Prototype Phase
The founders embraced a “fail fast” philosophy, creating crude prototypes using PVC conduit pipes from hardware stores and fabric from Joann’s. These early models weren’t suitable for sale, but they provided crucial proof of concept. The design featured a curved aluminum camping tent pole creating an arch, with parachute-type material sliding onto the frame like a shower curtain. Three sides remained unattached, allowing them to flow freely in the wind while the ocean breeze held up the canopy.
The final product weighs just four pounds, provides shade for six people sitting side-by-side, and most importantly, cannot blow away like traditional umbrellas.
Building Customer Relationships
What set Shibumi apart wasn’t just the innovative product, but the founders’ approach to customer service. For the first 7,000 customers, Dane, Scott, and Alex personally called or texted each buyer from their cell phones to say thank you and gather feedback.
This direct connection proved invaluable for storytelling, market research, and building brand loyalty. Customers received business cards with each purchase to share with curious beachgoers, turning satisfied users into brand ambassadors.
Rapid Growth and Market Dominance
The company started selling in 2016, initially operating as a nights-and-weekends project while all three founders maintained day jobs. They didn’t transition to full-time work on Shibumi until nearly 2020, allowing the business to grow organically without the pressure of immediate profitability.
Today, Shibumi products are sold through their website, Amazon, and approximately 350 retail stores across the United States, including Dick’s Sporting Goods and Ace Hardware. The company operates a warehouse in Raleigh, and has expanded beyond the original blue and teal shade to offer limited edition colorways and complementary products.
Protecting Innovation
Intellectual property protection became crucial as success attracted copycats. The founders invested approximately $20,000 in patent applications when they had sold only a handful of units, a risky decision that ultimately proved essential. Their patents grant exclusive rights to manufacture and sell the invention in the United States for 20 years.
The company has filed multiple federal lawsuits to protect their intellectual property, including testimony at the federal courthouse in New Bern, North Carolina. These legal battles have consistently resulted in victories for Shibumi.
Expanding the Product Line
For eight years, Shibumi sold only one product in one colorway, adhering to a philosophy of keeping the business simple and executing extremely well. In recent years, the company introduced limited edition colors and launched the Shibumi Beach Chair, designed to address the two primary complaints about traditional beach chairs: rust and discomfort.
The chairs undergo rigorous testing, including being submerged in ocean water for over a year. The company offers both standard and tall chair options, responding to customer feedback about mobility concerns and viewing preferences.
Manufacturing Evolution
Production began in a spare bedroom, with the three founders sewing 32 shades in the first year. For eight years, all manufacturing occurred in North Carolina and Virginia, in locations including Asheboro, outside Asheville, and Lebanon, Virginia.
In recent years, the company added overseas production to complement domestic manufacturing, diversifying their supply chain for resilience while maintaining quality standards. The decision reflected growth demands and the need to adapt to changing global economic conditions.
Overcoming Regulatory Challenges
Shibumi shades are now allowed on virtually every beach from Maryland to Mexico, but this wasn’t always the case. The founders had to lobby town councils in Sunset Beach and Ocean Isle Beach, North Carolina, to change umbrellas-only rules. Their presentations to local officials, including police and fire chiefs, emphasized safety and consumer demand.
Myrtle Beach and North Myrtle Beach remain the only significant holdouts, though the company continues working toward rule changes in those communities.
Maintaining Personal Touch at Scale
As the company grew beyond manageable call and text volumes, Shibumi implemented new strategies to maintain customer connection. They continue their no-questions-asked replacement policy, even for unusual incidents like eagle-dropped fish piercing canopies or bonfire damage.
The company now employs artificial intelligence to handle routine inquiries quickly while maintaining human oversight for complex issues. A beach ambassador program trains representatives to walk beaches in key markets, personally thanking customers and providing assistance, replicating the founders’ early hands-on approach.
Looking Forward
The Shibumi story demonstrates how identifying a genuine problem, taking action despite uncertainty, and maintaining strong values can transform a simple idea into a thriving business. The founders credit their success to keeping operations simple, listening to customers, standing behind their product, and maintaining connections to their North Carolina roots.
From threading a sewing machine in a small apartment to dominating beach shade markets across the country, the journey reflects both entrepreneurial determination and the enduring influence of family, community, and eastern North Carolina values.
