How Ridge + Portland Leather Goods Launch Hundreds of New Products Every Year
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How Ridge + Portland Leather Goods Launch Hundreds of New Products Every Year
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“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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