Founder-led, selling wholesale and direct-to-consumer at the same time — the two channels often fight each other on price and stock.
Wholesale orders and DTC orders draw from the same inventory without a shared view, so one channel stocks out while the other sits full. Retail partners want different case-pack formats than DTC customers. The founder is still the one reconciling both channels by hand.
Channel positioning that stops wholesale and DTC from undercutting each other.
Packaging and content that work across both a retail shelf and a product page.
One inventory view across wholesale and DTC, so stock decisions aren't a guess.