The Importance of Financial Discipline and Replatforming onto Shopify

This chapter discusses the importance of financial discipline in focusing on profitability and explains the decision to replatform aloha.com onto Shopify. It explores the challenges faced during the re-platforming process and the reinvestment in the direct-to-consumer strategy. The chapter also emphasizes the need to prioritize long-term success by putting the consumer first and aligning the brand's message with their values and goals.