On paper, Anna Scaife's business Anna Lou of London looked unstoppable — multi–seven-figure turnover, dream stockists like Selfridges and Harvey Nichols, celebrity customers, even a Carnaby Street shop. But behind the scenes, the numbers were quietly telling a very different story.

With thanks to this episode's sponsor Faire (https://faire.com/) Use the code 'GamePlan25' to claim 50% off and free shipping with your first order!

Hi, I'm Catherine Erdly.

This week on the Resilient Retail Game Plan, I’m digging into the real retail profit vs turnover conversation.

What happens when the visibility shoots up, the orders explode, but the margins… don’t?

Anna shares how she scaled too fast, drowned in stock, tried to please every buyer, and chased the kind of “success” that looks incredible on Instagram — but nearly cost her the entire business.

We talk about the ego hits, the financial shocks, the burnout, and the moment she finally rebuilt everything from a place of alignment, clarity and actual profit.

If you’ve ever felt the pressure to keep growing, keep adding more, keep saying yes — even when it’s draining your cashflow — this one’s going to land. Hard.

We cover:

– Why high turnover means nothing without margin

– How stockists can destroy cashflow without you noticing

– When “busy” becomes a red flag

– The emotional cost of maintaining the illusion of success

– Rebuilding with a made-to-order model

– Why alignment and nervous system regulation matter more than people admit

– What sustainable retail growth really looks like

This is the story behind the story.

And it’s one every product founder needs to hear.

Timestamped summary

00:00 "Anna's Untold Business Struggles"

04:23 "Pivoting to Sustainable Simplicity"

06:29 "Misalignment and Rediscovering Purpose"

09:45 "Wholesaling: Shuffling Stock Globally"

16:03 "Staying Aligned in Business"

19:32 "Intentional Business Growth Insights"

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Faire 50% off - use code 'GamePlan25'