The Andrew Faris Podcast The EXACT Product Strategy Powering This 9-Figure 6,000 SKU Brand (With Katy Mimari From Caden Lane)
Nov 24, 2025
Katy Mimari, founder and CEO of Caden Lane, shares her inspiring journey of building a 9-figure baby gifts and apparel brand. She delves into evolving from wholesale to e-commerce, emphasizing customer-centric product development. Katy reveals how expanding product categories tripled customer lifetime value and details her rapid four-month launch cycle. With a focus on design differentiation and learning from operational mistakes, she underscores the importance of leadership development in her growing business. A true success story of adaptability and innovation!
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Humble Beginnings And Early Credibility
- Katy started Caden Lane right out of college and sold diaper bags door-to-door to stores like Nordstrom.
- She got pregnant in the first year and that early experience shaped product direction and credibility with buyers.
Wholesale Limits Spur DTC Pivot
- Wholesale success doesn't guarantee long-term growth once ecommerce dynamics shift.
- Katy pivoted from wholesale to DTC when she realized buyers controlled her fate.
Newborn Hero Product Revealed A Gap
- After launching ecommerce, Katy discovered her newborn-focused hero products handed customers to competitors selling larger sizes.
- That prompted product expansion to follow the customer's lifecycle and massively increased LTV.
