{
  "slug": "coterie-2026-09-17t00-5",
  "company": "Coterie",
  "headline": "DTC babycare brand moves into retail under new leadership.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "Ad Age",
  "source_url": "https://news.google.com/rss/articles/CBMihwFBVV95cUxQV3E0LTEtMmtYZU5EZjFYNFRJTlN0WGtCUFRZWUVuUm1NVmFiS1Y1elJteEFkRmNHRGVEU0YyZmlpb3IzRUpScE1TRUdIQ0t1eV",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/coterie-2026-09-17t00-5",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ STEEL · Retail expansion and leadership transition · Coterie\n\nDTC babycare brand moves into retail under new leadership.\n\nCoterie went DTC first, proved the business, then moved to retail. That is the correct sequence. Most brands try to do both at once and fail at both. The move is to own DTC, then use retail as a distribution layer, not a primary channel.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/coterie-2026-09-17t00-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/coterie-2026-09-17t00-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/coterie-2026-09-17t00-5",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ STEEL · Retail expansion and leadership transition · Coterie\n\nDTC babycare brand moves into retail under new leadership.\n\nCoterie went DTC first, proved the business, then moved to retail. That is the correct sequence. Most brands try to do both at once and fail at both. The move is to own DTC, then use retail as a distribution layer, not a primary channel.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/coterie-2026-09-17t00-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/coterie-2026-09-17t00-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/coterie-2026-09-17t00-5",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ STEEL · Retail expansion and leadership transition · Coterie\n\nDTC babycare brand moves into retail under new leadership.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/coterie-2026-09-17t00-5",
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    "substack": {
      "label": "Substack · Fending",
      "title": "DTC babycare brand moves into retail under new leadership.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nCoterie, a DTC babycare brand, is expanding into retail under new leadership (Lindsey Kling), per Ad Age, signaling a shift from pure-play DTC to omnichannel strategy.\nHere's the cool part — the lever almost everyone misses (and you don't have to): DTC proves margin and product fit; retail distributes it. If you have built a DTC brand and are profitable, retail buyers will call you. The move is to not say yes to every retail offer — instead, pick 3-5 regional chains where your customer already shops, negotiate shelf placement and margin, and test. If the unit economics hold, expand. Most DTC brands fail in retail because they give retailers too much margin and displace their own online business. Negotiate from strength.\nWhat that means for you: Coterie went DTC first, proved the business, then moved to retail. That is the correct sequence. Most brands try to do both at once and fail at both. The move is to own DTC, then use retail as a distribution layer, not a primary channel.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Ad Age: https://news.google.com/rss/articles/CBMihwFBVV95cUxQV3E0LTEtMmtYZU5EZjFYNFRJTlN0WGtCUFRZWUVuUm1NVmFiS1Y1elJteEFkRmNHRGVEU0YyZmlpb3IzRUpScE1TRUdIQ0t1eV.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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}