#1910 Would you take your product off store shelves to sell direct to consumer?

There’s a lot of talk about direct to consumer businesses, but as I walk through Target and other stores, I see what used to be direct to consumer products on the shelves. Like Harry’s, for example. They used to ship directly to you, that’s how they could give you such a low price, but now you could just walk through Target and pick it up.

Well, today’s guest did the opposite. She got into stores, she got all the attention and the legitimacy that comes with being in stores, and she said, “Actually, that doesn’t make sense. I’m taking my stuff off the shelves. I’m going direct to consumer.”

I invited her here to talk about how she’s doing it, why she’s doing it, and how she built her business.

Paula Blankenship is Founder of Heirloom Traditions Paints which is a paint with a built in bonding primer and built in wax.

Paula Blankenship is Founder of Heirloom Traditions Paints which is a paint with a built in bonding primer and built in wax.

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