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Why Most DTC Brands Get Retail Wrong (and How to Fix It) with Nate Rosen @ Express Checkout
He's seen the balance sheets behind the brands your feed tells you are crushing it. And what he's found? The gap between the press release and the spreadsheet is bigger than you think.
Nate Rosen is the co-founder of Express Checkout: the media company covering CPG, consumer brands, and retail with the kind of depth and honesty the industry doesn't always love. With a twice-weekly Substack newsletter, a weekly podcast, and an Instagram account he grew to 36k followers in under three months, Nate has built one of the most trusted independent voices in the consumer brand world.
Before Express Checkout, he spent years inside CPG. He was watching founders navigate cash flow crises while posting glossy Erewhon launch announcements, watching brands land major retailers without the sell-through infrastructure to support it, and learning what actually separates the brands that compound from the ones that flame out quietly.
On this episode of Unfinished Business, Alex and Lee sit down with Nate for one of the most grounded, practical conversations we've had yet.
In this episode:
- Why you cannot compare yourself to other brands and why doing so is holding you back (the RXBAR lesson is one you'll remember)
- D2C vs. retail packaging: why your best-converting DTC packaging will probably fail on shelf
- The "three-second rule" that separates retail-winning brands from the ones that get passed by
- When a DTC brand is actually ready to go retail and the specific signals Nate looks for before recommending the jump
- Why your influencer strategy needs to match your distribution strategy (and the expensive mistake brands keep making)
- How Siete, Liquid Death, and OLLY built brand + distribution strategies that compound and what you can take from each
- How he grew @expresscheckout to 36,000 Instagram followers in three months
Nate is the kind of person who will give you the real answer even when it's not the one you were hoping for. And in a world where so much of the CPG conversation is performative, that's exactly what this industry needs more of.
If you're a founder building a consumer brand, whether you're DTC-only, thinking about retail, or already in stores, this episode is for you.
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By Unfinished Business
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He's seen the balance sheets behind the brands your feed tells you are crushing it. And what he's found? The gap between the press release and the spreadsheet is bigger than you think.
Nate Rosen is the co-founder of Express Checkout: the media company covering CPG, consumer brands, and retail with the kind of depth and honesty the industry doesn't always love. With a twice-weekly Substack newsletter, a weekly podcast, and an Instagram account he grew to 36k followers in under three months, Nate has built one of the most trusted independent voices in the consumer brand world.
Before Express Checkout, he spent years inside CPG. He was watching founders navigate cash flow crises while posting glossy Erewhon launch announcements, watching brands land major retailers without the sell-through infrastructure to support it, and learning what actually separates the brands that compound from the ones that flame out quietly.
On this episode of Unfinished Business, Alex and Lee sit down with Nate for one of the most grounded, practical conversations we've had yet.
In this episode:
- Why you cannot compare yourself to other brands and why doing so is holding you back (the RXBAR lesson is one you'll remember)
- D2C vs. retail packaging: why your best-converting DTC packaging will probably fail on shelf
- The "three-second rule" that separates retail-winning brands from the ones that get passed by
- When a DTC brand is actually ready to go retail and the specific signals Nate looks for before recommending the jump
- Why your influencer strategy needs to match your distribution strategy (and the expensive mistake brands keep making)
- How Siete, Liquid Death, and OLLY built brand + distribution strategies that compound and what you can take from each
- How he grew @expresscheckout to 36,000 Instagram followers in three months
Nate is the kind of person who will give you the real answer even when it's not the one you were hoping for. And in a world where so much of the CPG conversation is performative, that's exactly what this industry needs more of.
If you're a founder building a consumer brand, whether you're DTC-only, thinking about retail, or already in stores, this episode is for you.