The "Basics First" Playbook | The Expansion Playbook - When and How to Add Categories

When should a brand expand into new categories? The data from Hermès, The Row, and Brunello Cucinelli is clear: wait longer than you want to. Hermès: ~90 years before major diversification. Brunello Cucinelli: 15-20 years on cashmere only. The Row: 12 years to complete menswear. Allbirds: Expanded too fast, lost 95% of its value. Here's the expansion playbook the best brands follow.

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