Episode Summary

In this episode of the Free to Grow CFO podcast, host Jon Blair, founder of Free to Grow CFO, engages in a deep dive into the world of retail expansion for direct-to-consumer (DTC) brands with a profit-focused mindset alongside guest Renee Hartmann, co-founder of CLA. Renee shares her entrepreneurial and consulting journey, offering insight into market expansion, particularly into China, and the significance of understanding consumer behavior and demand planning in retail. During their conversation, Jon and Renee explore the nuances of navigating the retail sector, offering insights into the challenges and strategies for DTC brands looking to grow beyond their online presence. From understanding the different aspects of retail contracts and payment terms to devising effective marketing strategies and the role of events, this episode provides a comprehensive overview of what brands need to consider for successful retail integration. It’s packed with actionable advice for brand founders considering an omni-channel approach and emphasizes the significance of maintaining a profit-focused mindset throughout the scaling process.

Meet Renee Hartmann

Renee is the Co-Author of best-selling book Next Generation Retail: How to Use Technology to Innovate for the Future which takes a deep dive into the technologies impacting retail and e-commerce today, including AI, retail media, social commerce, Web3, sustainability, supply chain, loyalty and more. She was named one of the Top 100 Retail Experts in the world by ReThink Retail in 2024.

Renee is based in Portugal and is an Advisor to start-ups in the consumer, retail & technology sectors. She also conducts executive education and training for brands and retailers seeking to infuse a culture of innovation throughout the organization.

Renee has worked as a brand owner, retail operator, and branding and market entry strategist for the last 25 years. Renee was previously COO of the Shanghai-based streetwear brand, Eno, which was named one of the ten Most Innovative Companies by Fast Company. She was a Director at Ogilvy & Mather, and was an equity research associate at Putnam Investments covering the consumer and retail sector.

Renee holds a BBA from Emory University’s Goizueta School of Business, and an MBA from Duke University’s Fuqua School of Business. She holds the Chartered Financial Analyst designation, and was named one of CNN’s “Top 20 People to Watch in Shanghai” in 2010. Renee serves on the Asia Pacific Board of Advisors for Duke University, is a board member of the Dual Immersion Foundation and a Member of the Virtual Advisory Board.

See more about Renee at www.renee-hartmann.com.

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00:00 Introduction to the Free to Grow CFO Podcast

00:28 The Importance of Retail for DTC Brands

02:21 Renee Hartman's Entrepreneurial Journey and Retail Insights

05:33 Expanding into the China Retail Market: Opportunities and Challenges

07:46 Strategies for DTC Brands Considering Retail Expansion

11:01 Navigating Retail Expansion: Inventory and Demand Planning

25:01 Leveraging Retail for Brand Growth and the Challenges of Omni-Channel Pricing

29:05 Navigating the Challenges of Retail Expansion

29:59 The Complexities of Direct-to-Consumer vs. Retail Dynamics

31:10 Setting Strategic Goals for Business Growth

31:50 Exploring the Potential and Pitfalls of Scaling Beyond DTC

38:44 Adapting Marketing Strategies for Retail Success

45:28 The Importance of Understanding Retail Contracts and Financing

50:29 Closing Thoughts

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