E163: How to Use Your Worst Products to Make Your Best Ones Sell More

“Marketing’s job gets a lot easier when they have new products to sell.”

Curtis Matsko (CEO, Portland Leather Goods) and Katy Mimari (CEO, Caden Lane) join Matt Bertulli (CEO, Pela Case and Lomi) to tackle one of our most requested topics. How to create and launch new ecommerce products.

Each host brings a unique perspective. Curtis runs a 280k square-foot production facility and releases fresh products three times a week. Katy built Caden Lane into a 5,000-SKU brand by staying obsessed with what moms want next. Matt’s approach is on-demand, sustainable manufacturing balanced with high-velocity releases for new variants, colors, and sizes.

Together, they unpack the art + data behind merchandising large catalogs, when to raise prices versus when to hold, and how to know when to kill a product before it quietly bleeds your business dry. Plus, Curtis reveals his secret (selling) weapon — an Insiders Facebook Group with +200k members.

Chapters
00:00:00 Half a Million Circle Bags
00:03:10 Ideas for New Product
00:09:43 How Often to Launch
00:19:55 Creating for the Customer
00:28:22 Inventory & Sell-Through
00:33:24 How to Price New Products
00:44:42 PDPs vs Best Sellers Page
00:48:32 Expanding Your Catalog
00:56:42 Beyond Your Brand’s Name
01:01:33 Knowing When to Kill Products
01:11:06 Key to Product Development
01:14:32 Buying Before for the Holidays
01:15:35 Our Biggest Product Regrets

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