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In today’s episode, I’m joined by Andrew from Mennie Brand—an art-inspired sock label that’s grown from humble garage beginnings to a wholesale brand with over 30 stockists and counting.

We recorded this before Andrew exhibits at his first-ever trade show: Life Instyle Melbourne. And let me tell you—we go deep on what it really takes (financially, mentally, and logistically) to step into this space for the first time.

You’ll hear:

• Andrew’s full cost breakdown for exhibiting at Life Instyle.
• How he’s preparing marketing materials, samples, and stand design with a super lean budget
• Why building strong relationships with current stockists has created surprising trade show support
• The fears, confidence wobbles, and smart choices that led him to say “now’s the time”
• His expectations for orders, ROI, and post-show follow-up strategies

If you’ve been tossing up whether a trade show is worth it for your brand—or wondering how on earth to pull it off without a giant team—this is the episode for you. And don’t worry, we’ll be back with Part 2 to hear how it all went!

🔗 Mentioned in this episode:
 Mennie Brand → menniebrand.com
Life Instyle Melbourne → lifeinstyle.com.au

Access the 3 part Trade Show Bootcamp here.

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I'm Mel Robbins! from @thelotco

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Over 25 years as a Retail and Wholesale Strategist (Sales and Marketing for Brands).

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