Want to Scale to $100M? This Founder’s Strategy Will Blow You Away with Garland Sullivan

Aug 5, 2025

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Garland and his business partners have been building the next generation of CPG brands with the company that he co-founded Atlas Brands. They have sold over $100 million in revenue with over 5 million units sold. It’s truly an amazing journey from reselling products to building 8 figure Brands.

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> Here’s a glimpse of what you would learn….

Transition from retail arbitrage to private label brands in e-commerce.
Importance of delegation and hiring the right people for business growth.
Learning from failures and embracing setbacks as opportunities for growth.
Strategy of acquiring existing Facebook groups to access established audiences.
Challenges faced in scaling e-commerce businesses, including inventory management.
The role of TikTok and other marketing channels in driving sales.
Prioritizing resources effectively for sustainable growth.
Emphasis on focusing on high-return products and optimizing cash flow.
Importance of building a cohesive brand identity in a competitive market.
Strategies for expanding into direct-to-consumer (DTC) sales and retail channels.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley welcomes Garland Sullivan, co-founder of Atlas Brands, who shares his journey of scaling his e-commerce brand to over $100 million in revenue. Garland discusses transitioning from retail arbitrage to private label, emphasizing the importance of delegation, learning from failures, and strategic hiring. He reveals a unique strategy of acquiring existing Facebook groups to tap into established audiences. The conversation covers challenges in scaling, optimizing direct-to-consumer strategies, and prioritizing resources effectively. Garland’s insights provide a roadmap for e-commerce entrepreneurs aiming to scale their businesses to eight figures and beyond.

Here are the 3 action items that Josh identified from this episode:

Focus on ROI: Concentrate on your proven business models and ensure they are generating sufficient profit before diversifying.
Emphasize the "Who" over the "How": Hiring the right talent is crucial for success. Delegating responsibilities allows entrepreneurs to focus on high-impact areas.
Prioritize High-Leverage Activities: As a CEO or co-founder, it’s essential to focus on activities that will drive future growth, such as exploring new product opportunities or sales channels.

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Episode Sponsor

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures.

I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.

If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.

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00:00:00 Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guest include Kevin King, Aaron Cordova's, and Michael E Gerber, author of the E-myth. Today I'm speaking with Garland Sullivan. He's the cofounder of Atlas Brands, and he is going to be sharing the lessons that he has learned as they have scaled up their brand and have sold over a total of $100 million in ...