The customer acquisition game has changed in the last year for DTC brands, with customer acquisition costs fluctuating and e-commerce becoming the dominant retail channel. Two-year-old DTC brand Xena Workwear is an online-only brand that’s managed to ride some of those changes to a year of growth. Its annual sales increased by more than 1,000% in 2020, and the company hit a milestone of selling 1,000 pairs of boots per month.
Xena CMO Eugene Furman attributed the…
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