Rite of Way

About

On today’s episode, I sit down with Alex Brands, founder of Rite of Way, a Brooklyn-based fragrance brand.

Alex spent more than a decade in brand strategy, including time at Gin Lane and Mad Happy, before launching Right of Way about a year ago.

In this conversation, we get into how he evaluated fragrance as a category before deciding to enter it, what the process of developing a scent actually looks like, and how he thought about both demand forecasting, and pricing pre-launch.

We also get into building brand equity when you’re competing in the premium end of the market, why Rite of Way has deliberately launched new scents at a metered pace, and why Alex has come to see retail as one of the most important parts of the company’s growth.

I learned a lot during my conversation with Alex, and I hope you enjoy it as much as I did.

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