New Product Launch Playbook Behind 9-Figure Ecommerce Brands
OPERATORS · with Curtis Matsko, Katy Mimari · April 29, 2026 · 79 min
Summary
This episode reveals the product launch and catalog management playbooks of three 9-figure ecommerce brands. Learn diverse strategies for new product development, from high-frequency releases and customer-obsessed curation to sustainable, on-demand manufacturing. Gain actionable insights on smart merchandising, dynamic pricing, and crucial product lifecycle decisions to optimize profitability and scale your brand.
Key takeaways
Implement a high-frequency product release strategy to maintain customer engagement and respond quickly to trends, as demonstrated by Portland Leather Goods' three releases per week.
Leverage deep customer obsession and feedback to build extensive product catalogs (e.g., 5,000 SKUs), ensuring offerings align perfectly with target audience desires.
Develop a clear framework for pricing adjustments and product discontinuation to maximize profitability and prevent underperforming SKUs from draining resources.
Cultivate an engaged 'Insiders' community, like Curtis Matsko's 200k-member Facebook group, for direct feedback, market research, and a powerful launchpad for new products.
“Marketing’s job gets a lot easier when they have new products to sell.” Curtis Matsko (CEO, Portland Leather Goods) and Katy Mimari (CEO, Caden Lane) join Matt Bertulli (CEO, Pela Case and Lomi) to tackle one of our most requested topics. How to create and launch new ecommerce products. Each host brings a unique perspective. Curtis runs a 280k square-foot production facility and releases fresh products three times a week. Katy built Caden Lane into a 5,000-SKU brand by staying obsessed with what moms want next. Matt’s approach is on-demand, sustainable manufacturing balanced with high-velocity releases for new variants, colors, and sizes. Together, they unpack the art + data behind merchandising large catalogs, when to raise prices versus when to hold, and how to know when to kill a product before it quietly bleeds your business dry. Plus, Curtis reveals his secret (selling) weapon — an Insiders Facebook Group with +200k members. Powered ByFulfilhttps://bit.ly/3pAp2vuNorthbeamhttps://www.northbeam.io/Aftersellhttps://9ops.co/4i3bb5Saras Analyticshttps://bit.ly/9OP-YtdescPostscripthttps://9ops.co/postscriptRichpanelhttps://9ops.co/richpanelOperators Newsletterhttps://9operators.com/
What does this episode say about product & merchandising?
Implement a high-frequency product release strategy to maintain customer engagement and respond quickly to trends, as demonstrated by Portland Leather Goods' three releases per week.
What does this episode say about dtc strategy?
Leverage deep customer obsession and feedback to build extensive product catalogs (e.g., 5,000 SKUs), ensuring offerings align perfectly with target audience desires.
What does this episode say about brand & content?
Develop a clear framework for pricing adjustments and product discontinuation to maximize profitability and prevent underperforming SKUs from draining resources.
What does this episode say about founder & leadership?
Cultivate an engaged 'Insiders' community, like Curtis Matsko's 200k-member Facebook group, for direct feedback, market research, and a powerful launchpad for new products.
