Retail can mean lower margins, buybacks, brokers, distributors, pricing pressure, new packaging, more inventory, more people, and a second business model running beside DTC. During a Mentor Table call, Ezra Firestone was asked when a brand should put less energy into DTC and start looking at retail, Amazon, or international markets. The detailed discussion centered on retail because retail creates the largest change in economics, control, and operations. Treat retail as a volume expansion play once the company has the money, infrastructure, and leadership to support it. Ezra’s short answer: wait longer than you think Ezra’s directional rule of thumb was to wait until a brand reaches eight figures online before seriously considering retail.