The Anti-DTC Playbook: Why WrapIt Storage Started With Retail (Not Shopify)

Most brands today launch with a Shopify store and figure out distribution later. Andrew Broshat and his family took the opposite approach — and built a real, growing business because of it.Andrew joins Greg Rollett live from the Affiliate Summit West showroom floor to talk about how WrapIt Storage (an OG Grommet brand) got its start, why going retail-first made all the sense in the world, and what it actually takes to manage multiple sales channels when you're running a small team with big ambitions.In this episode:How Andrew's dad Jim went from 17 years at Target corporate to launching a storage strap company at the National Hardware ShowWhy retail was the natural first channel — and what brands with DTC-only instincts are missingThe new adhesive hook line competing directly with Command, and how WrapIt is differentiating through designWhat happens when you try to launch a new product AND manage existing ones with a lean teamThe "life or death, 48 hours, move 1,000 units" question — and why Andrew's answer had nothing to do with Amazon or retailHow WrapIt is using Affiliate Summit to build publisher relationships as a new distribution channelWhat AI is (and isn't) doing for their business right nowWhether you're a brand trying to figure out your channel mix, a publisher looking for unique product partners, or just curious how family businesses actually grow, this one's for you.The Boost is presented by Grommet and Affiliate Summit.Get your tickets to Affiliate Summit here: https://www.affiliatesummit.comUse code BOOST15 to save 15%!Discover 1,000s of new and unique products on Grommet here: https://thegrommet.comPlus, you'll get 20% off all of them when you give them an Upvote.