# Advice Line with Joe Kudla of Vuori

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-07-25
- Length: 43m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-25-advice-line-with-joe-kudla-of-vuori

## Summary

Vuori founder Joe Kudla joins Guy Raz to advise three early-stage founders: Laurie Boge of Green Cloud Apparel, who is navigating profitability and marketing for her elevated medical scrubs; Brendan McAvoy of Ted, an Irish luxury handbag brand seeking US retail expansion; and Steve Bright of Skittens, who is deciding between direct-to-consumer and wholesale channels for his ski glove skins. Kudla emphasizes building community, aligning price points with distribution, and managing unit economics to scale sustainably.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-25-advice-line-with-joe-kudla-of-vuori#t=0) Introduction: Joe Kudla and the Advice Line Format
- [5:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-25-advice-line-with-joe-kudla-of-vuori#t=300) Laurie Boge of Green Cloud Apparel: Scaling Medical Scrubs
- [16:50](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-25-advice-line-with-joe-kudla-of-vuori#t=1010) Brendan McAvoy of Ted: Expanding Irish Luxury Handbags to the US
- [30:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-25-advice-line-with-joe-kudla-of-vuori#t=1821) Steve Bright of Skittens: DTC vs. Wholesale for Ski Accessories

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Vuori (company)
- Green Cloud Apparel (company)
- Ted (company)
- Skittens (company)
- Nordstrom (company)
- Lululemon (company)
- Meta (company)
- Breckenridge (company)
- Vail (company)

## Related episodes from other shows

- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [#258 - How Dossier Disrupted the Fragrance Industry](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-21-258-how-dossier-disrupted-the-fragrance-industry) (The Startup CPG Podcast)
- [Founder Feature: Max Luthy of Plink!](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-18-founder-feature-max-luthy-of-plink) (The Startup CPG Podcast)
- [#207 - FFUPs' Shutdown: Post-Mortem & Lessons for Brands](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-29-207-ffups-shutdown-post-mortem-lessons-for-brands) (The Startup CPG Podcast)
- [Bonus: Getting Into Retail & Tips from a Buyer](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-30-bonus-getting-into-retail-tips-from-a-buyer) (The Startup CPG Podcast)

## Citing this page

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