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How to Launch New Categories Without Losing Your Way
via Business of Fashion · August 19, 2026

How to Launch New Categories Without Losing Your Way

Expanding into new products can drive massive growth — or completely ruin a brand. Here is how industry leaders at Canada Goose, Drunk Elephant and Havaianas navigate the high-stakes business of category expansion, avoid dilution and pinpoint the right time for their biggest laun…

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