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S9 E1: Why DTC Success is All About the Slow Burn (ft. Dianna Cohen of Crown Affair)
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Understanding the Importance of Distribution in Business Growth
The speaker acknowledges that the initial goal was not to target certain retail environments like Sephora, as the brand was designed with a unique, minimalist approach. However, to grow the business, the speaker learned the critical importance of distribution through working with Harry's, a brand widely recognized by consumers. This experience highlighted the significance of making products available where customers frequent, such as in retail chains like Target, Walmart, and Costco. The speaker emphasizes the power of meeting customers where they are to expand the business successfully, even though the traditional salon distribution remains important for hair care products.
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