RNS22 Sep 2021 10:33
Sell-through is absolutely crucial for any brand or else it becomes the Emperor's new clothes, all mouth no trousers, etc. However, stage 1 was that the sell-through via Eric's stores was OK. Stage 2 they developed a TOC POS at till point and sales improved sufficiently to get AATAC to sign up to 10,000 doors. Stage 3 we then put Chill into 2500 AATAC & SF doors with the POS on the hope that Eric's original performance would be replicated. For sure, some stores are doing well with Chill and others not so much. This is normal for a new brand/product. Putting product into a store and hoping for the best is risky but can work. Sorry for stating the bleadin' obvious but the ideal scenario is thousands or doors with signs of potential - even if not astronomical - and then driving consumer demand - stage 4. This has been the missing piece of the jigsaw for me. A few trestle tables at a festival, rodeo and Twitter ain't going to get the job done. This RNS is EXACTLY what is needed in my opinion. So, we have a product that sells through to a certain extent, enough so that AATAC and SF are delighted. We have thousands of doors now with more than 10,000 secured over the next year or so (US only). And now we have experts creating demand. I will sleep better tonight than I have for a while.