RE: I was hoping we would get a update similar to APN9 Dec 2025 10:04
He covered this is the fireside - it seems to be because they have built out their own D2C rather than relying on distributors (which APN does). Short term this seems to be more capital intensive but should yield results in the long term whilst providing more control and flexibility.
MM likes control hence why ingenuity was created. This is another example where THG are doing in house. I can't say if it will work but there is at least a strategy. The one thing it is this is a long term commitment. 26 / 27 should finally be the culmination of all their decisions (manufacturing, distribution, branding etc) and if they fail to make serious headway on profit then I can't see how they ever will...