E136: How Two DTC Brands Launch Hundreds of New Products Every Year

“Returning customer revenue is where all the profit is made.”

Can every DTC brand sell new products to existing customers, or does the category decide?

MacCoy Merkley (CMO, Portland Leather Goods), Connor MacDonald (CMO, Ridge), and Cody Plofker (Advisor & fmr. CEO, Jones Road Beauty) unpack why new products sold to existing customers drive ecommerce profit, and why some categories can’t lean on repeat buyers.

Portland Leather Goods launches new SKUs every Tuesday and Thursday, and its list buys them up. Ridge works harder for a second sale, since its wallet is guaranteed for life. So each launch leans on ads. One bad order can leave 22K units on the shelf.

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Chapters

00:00:00 Thousands of New SKUs

00:03:44 Hero Bags vs Limited Runs

00:10:56 22K Units, One Bad Order

00:15:09 Black Friday Twice a Week

00:20:49 Cody’s Mascara Pushback

00:25:30 Cut & Sewn in Two Hours

00:28:45 Who Picks What Gets Made

00:36:34 Dusty Color, 7 Figures

00:41:42 Why Wallets Don’t Repeat

00:48:13 The Mini Knife Ceiling

00:57:38 Leaks to 250K Superfans

01:03:50 Leather Hot Air Balloon