Mack Weldon dominated DTC — but wholesale was broken. Negative sportswear sales, no brick-and-mortar foothold, and packaging built for e-commerce, not retail. I built the GTM strategy from scratch.
Mack Weldon had built one of the most loyal customer bases in premium men’s underwear — then evolved into a full sportswear lifestyle brand. DTC was strong. But the company had hit a revenue plateau and wholesale was the untapped growth lever.
Brought in as Operating Advisor on commercial strategy, I inherited a business where sportswear sales were negative and the underwear business — while dominant online — was flat in brick-and-mortar. The brand had the product quality to win at retail. It didn’t have the strategy.
Two weeks in, I dug into the Total Addressable Market and flagged a critical structural flaw: singles-only packaging wasn’t built for consumer retail. Using NPD data, I showed the CEO that 80% of the premium men’s underwear market ran on multipacks. Singles-only wasn’t a growth challenge — it was a category exclusion.
“During our engagement, we made significant strides growing major department store accounts and revenue. Jeremiah helped spearhead our made-for-retail multi-pack offerings, which have increased our potential with retail partners. If you are looking for sales leadership — Jeremiah has my enthusiastic endorsement.”