
Tecovas: Paul Hedrick
How I Built This with Guy Raz
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Navigating Business Growth and Crisis
This chapter explores the journey of a boot brand from its initial direct-to-consumer model to establishing brick-and-mortar stores while emphasizing customer engagement. It details the challenges faced during the COVID-19 pandemic, including drastic sales drops and the tough decisions made to sustain the business. The narrative concludes with the brand's eventual recovery and adaptation strategies, highlighting the enduring allure of Western wear.
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