As a brand that sells a long-lasting product, retention might not be the first thing that comes to mind when you think of Tortuga Backpacks. Thing is, they're working hard to find innovative ways to build customer loyalty- especially when it comes to content. They’re a fascinating example of a business that’s taken a slow and steady approach to bootstrapped growth.

Fred and Kristen dig into the ways that Tortuga is increasing AOV and creating meaningful customer relationships, plus their unique method of sequentially bundling products.