In this episode, we meet Melanie Travis, CEO of Andie.

Andie is a women’s swimwear brand that has the right suit for any occasion.

Melanie goes deep on pop-ups, discussing strategy, tactics, and execution.

Topics covered

• Starting with DTC
• Pop-up stores
• Wholesale distribution
• Lifetime value and scale in wholesale
• Leveraging data from DTC for retail

Takeaways

• DTC is great for getting to know your customer
• Pop-up stores are a great strategy for seasonal businesses
• Pop-ups are great for awareness and credibility
• Plan pop-ups around strategic geographies
• LTV is easy to calculate DTC, but not so much for wholesale
• Wholeplannsing is about penetration and scale
• When moving to retail, bring your best products, not all of them, and start in regions where you have have the most customers, not all of the stores
• You can expect to see a geographic traffic spike around your retail expansion strategy

Please let us know your thoughts about the episode!

Where to find Melanie Travis:

Linkedin: https://www.linkedin.com/in/melanieytravis/

​Website: https://andieswim.com/

Where to find Kait Stephens:

Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it

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