The Challenges of Scaling Young Lifestyle Brands (w/ Christine Day)

We have been seeing a surge in new fashion and lifestyle brands even as the bigger players in this subsector seem to struggle. Yet making it through to profitable scale remains elusive for many.  The TBOR team are joined by Canadian retail executive Christine Day to explore why this is occurring and to discuss the challenges and common pitfalls founders face - and the reasons to be optimistic about their futures.

Christine recently teamed with Seahawks quarterback Russell Wilson and his wife, Ciara, to form a new purpose-based house of brands, the House of LR&C.  She formerly scaled Luvo Foods (Performance Kitchen) into a food-as-medicine success in the US, grew Lululemon Athletica post-founder,  and took Starbucks global. Christine is passionate about purpose-based lifestyle brands and innovating the go-to-market journey.

Chapters

• 0:00 Intro to the hosts
• 2:30 Catching up with Christine Day, purpose & direct to community 3.0
• 7:00 Reasons for growth in the number of new brands?
• 11:12 The conditions for scaling are different today
• 13:33 The Sustainability advantage for new brands over old
• 17:48 What creates a Darwinian break-through?
• 18:39 Under-rated: the challenge of funding your inputs
• 20:39 What of the risk of Greenwashing for invested, larger companies??
• 22:36 Go big? Or stay small? Christine Day cites a great education moment for founders.
• 25:30 Where George & Craig will are placing their bets (Hint: its not the old guard).
• 29:44 The growing brand will plateau. Then what? Christine Day's 3 simple rules.