The founders measure their podcast's success not by download counts but by the number of customers who visit the physical store and mention it. For a brand built on in-person experience, this qualitative, direct feedback is a more meaningful indicator of true engagement and impact than abstract digital analytics.
The founders opened a coffee shop next to their store not primarily for profit, but to increase customer dwell time. The goal is to keep people in their 'community hub' longer, encouraging them to browse and spend more in the main store. The cafe functions as a strategic retention tool, fostering a synergistic loop.
To unify their brand across channels, the store hosts a weekly live stream discussing new products. This single event allows them to interact directly and simultaneously with both their in-store regulars and online-only customers, creating a shared experience and a cohesive community that transcends physical location.
The founders' retail store serves as a physical portfolio for their primary production design studio. By showcasing their capabilities, the store attracts high-value B2B clients for design projects and events. This makes the store's profitability a complex, cross-business calculation that extends beyond its direct retail sales.
Coming from television, the founders treat their brand like a TV show, ensuring every 'frame'—from the store's interior design to social media posts and the website—is cohesive. This production mindset is key to maintaining a consistent brand identity across all customer touchpoints, a lesson directly transferable from creative media.
To create urgency online, the founders use a Shopify app literally named 'FOMO.' It automatically shows customers what others are buying, how many people are viewing an item, and when stock is low. This directly translates the psychological principles of social proof and scarcity into an automated sales tool without manual effort.
The business grew quickly because its three co-founders each brought a distinct, essential skill: creative design, business management, and deep product knowledge (fandom). This division of labor allowed them to scale the company while still working their other full-time jobs, with each founder's expertise complementing the others.