Expanding into new products can drive massive growth — or completely ruin a brand. Here is how industry leaders at Canada Goose, Drunk Elephant and Havaianas navigate the high-stakes business of category expansion, avoid dilution and pinpoint the right time for their biggest launches.
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Double-digit growth in the conglomerate’s perfume division helped offset a lack of growth in its other units as the company continues its years-long turnaround strategy. […]
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