# Advice Line with Lyndon Cormack of Herschel Supply Co.

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-02-27
- Length: 46m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-27-advice-line-with-lyndon-cormack-of-herschel-supply-co

## Summary

Herschel Supply Co. co-founder Lyndon Cormack joins Guy Raz to advise three early-stage founders on leveraging brand stories and marketing strategies. Lauren Beefus of Memory Lane Jane, a bespoke family history book service, seeks advice on marketing to high-net-worth clients, with Cormack suggesting a luxury brand positioning and public relations. John Derling of Floordrobe, a clothing ladder startup, asks how to drive DTC sales for a tactile product, receiving advice on boutique hotel partnerships and influencer marketing. Virginia Peterson of SWOOP, an Alaska-based apparel brand, debates the ROI of trade shows for expanding wholesale, with Cormack encouraging the investment to reach lower-48 buyers.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-27-advice-line-with-lyndon-cormack-of-herschel-supply-co#t=0) Introduction: Lyndon Cormack and Herschel Supply Co.
- [5:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-27-advice-line-with-lyndon-cormack-of-herschel-supply-co#t=345) Memory Lane Jane: Lauren Beefus on Bespoke Books and Luxury Marketing
- [20:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-27-advice-line-with-lyndon-cormack-of-herschel-supply-co#t=1225) Floordrobe: John Derling on DTC Strategy and Retail Partnerships
- [33:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-27-advice-line-with-lyndon-cormack-of-herschel-supply-co#t=1992) SWOOP: Virginia Peterson on Trade Shows and Wholesale Expansion
- [44:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-27-advice-line-with-lyndon-cormack-of-herschel-supply-co#t=2670) Cormack's Advice on Embracing Failure and Early Struggles

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

early-stage companies

## Mentioned

- Herschel Supply Co. (company)
- Memory Lane Jane (company)
- Floordrobe (company)
- SWOOP (company)
- U.S. Bank (company)
- SoHo House (other)
- REI (company)
- Figs (company)

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- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
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