It dawned on me retailers face logistical problems in offering made to order brands. Normally, a retailer swipes a credit card and the transaction is done. With custom goods, that’s when the transaction begins. Now, a retailer has to trust that a boutique brand produces and ships on time, makes a perfect product, and the customer is fully satisfied. To do so, they have to create a team that tracks every single product they sell. This isn’t something they’ve ever done and doesn’t fit into their business model. More so, when the second, third, fifth, and tenth custom brands come to them …every single setup is completely different, because each brand’s production, shipping, and other policies are completely different. The entire customization market was fragmented, and it wasn’t about to change soon. Custom brands would continue to struggle on their own direct-to-consumer island…something we were witnessing.

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