Is your brand ready for retail, or are you just following the crowd? On this 191st episode of The E-Comm Show, Andrew Maff sits down with Lauren Campbell, CMO of Firefly Recovery, to explore what it really takes to grow a DTC wellness brand without leaning on Amazon or retail crutches.

In this episode, Lauren shares how she evolved the brand’s messaging from elite athletic recovery to everyday wellness, expanded into the travel market based on real customer feedback, and resisted the pressure to "go Amazon" too early. If you're a marketer looking to build with intention (without defaulting to marketplaces or mass retail), this one’s for you.

What You’ll Learn:

• How to reposition a niche product for a broader, more scalable audience
• How to prioritize brand integrity over short-term marketplace gains (and why Amazon is a long-game, not a launchpad)
• Why bundling products around customer use cases can help with segmentation and tracking traction

Why testimonials are still gold and how Firefly scaled on social proof
How to build a clean D2C engine from scratch without falling back on third-party sellers or unscalable tactics

Watch the full episode below, or visit TheEcommShow.com for more.

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