DTC Podcast Bonus: How &Collar Uses Intelligems to Drive Growth with Pricing, Persona & Shipping Tests
Nov 5, 2025
Ben Perkins, the founder of &Collar, a men's performance dress shirt brand, shares insights from scaling his business. He discusses using IntelliGems for innovative A/B testing on pricing and shipping thresholds, revealing how a simple price shift can boost profits without loss in conversions. Ben emphasizes the importance of targeting 'recurring and required' customer personas and tailoring creative strategies for better acquisition. With a focus on refining unit economics, he navigates the challenges of maintaining a strong SKU strategy and shares ambitious growth goals.
AI Snips
Chapters
Transcript
Episode notes
Test Prices To Unlock Hidden Revenue
- Use A/B price testing to find the highest price customers accept without hurting conversion.
- A $1.99 increase per unit can massively outsize the test cost when scaled to volume.
Kickstarter To Multi-Million Growth
- Ben launched &Collar via Kickstarter and grew revenue every year since 2017.
- He scaled to roughly $13–14M top line in the latest year.
Own "Recurring & Required" Segments
- Identify customer segments that must repeatedly wear your product and own those micro-segments.
- Targeting "recurring & required" buyers focuses resources on high-return audiences.