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Every result below came from this creator's own material, with its evidence attached.
Principle · Money
The founders argue that using retail stores as both brand centers and fulfillment centers drastically lowers acquisition cost — a fraction of what online acquisition costs.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
resolved
Principle · Money
The founders advise targeting rent at about 10% of revenue when evaluating a retail lease (e.g., $200k rent implies aiming for at least $2M revenue), noting premium locations like Chadstone can push rent to ~20% of revenue while non-premium locations sit closer to 10%.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
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Principle · Money
The founders break down retail unit economics: bulk shipping to a storage facility lowers shipping costs, and retail acquisition cost is calculated as rent plus variable wages plus CapEx on the fit out (with the landlord covering about half the fit-out CapEx).
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
resolved
Recommendation · Money
The founders recommend studying what Aesop and Zimmermann have done with retail fit-outs — spending roughly 8-10 thousand dollars per square meter to make stores feel like holiday houses — and applying that theory so customers feel like they're on holiday when they walk in.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Recommendation from July founders (interviewed by Foundr)
resolved
Principle · Money
The founders endorse the principle that when launching any new product, doing things that don't scale — like personally fixing a customer's lock — makes an outsized difference, even though it takes significant time, energy, and effort.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
resolved
Recommendation · Money
The founders recommend running an acquisition cost analysis before committing to a retail lease, asking about foot traffic even when hearing a million-dollar rent figure.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Recommendation from July founders (interviewed by Foundr)
resolved
Creator perspective · Money
The founders explain that they entered retail because it solved a real customer problem — people wanted to buy luggage today, not wait for shipping — and that retail was an underused touchpoint for an online-first brand.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
resolved
Principle · Money
The founders advise keeping retail wages somewhere between 12% and 15% of revenue.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
resolved
Recommendation · Money
Partner with someone whose skills complement yours — operations plus brand — rather than trying to cover both yourself; Rich's partnership has 'played out exceptionally well'.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Recommendation from Foundr host
Creator perspective · Money
The founders reflect that as a business grows, founders get further from revenue and customers, adding layers in between — replacing the word 'customer' with 'revenue' — and they advocate asking why you're so distanced from where the cash comes from.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
resolved
Creator perspective · Money
The founders observe that a physical store has a revenue ceiling — a store justified at $2M revenue won't produce $10M — whereas online channels can scale beyond that, so they recommend doing both retail and online as an ecosystem rather than a single channel.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
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Creator perspective · Money
The founders describe a golden era when Meta ad assets were cheap and DTC brands could scale quickly, and how acquisition costs roughly doubled (from ~100 to ~200) once that era ended, with brands unable to get off that train.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
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Anecdote · Money
Matt Paulson's friend advised him to go to the hospital because his appendix might be bursting when he called about stomach pain before a dinner party. His mother, who knew hospitals from being there with her grandmother, navigated to get the doctor when something seemed wrong. During the resuscitation she experienced doubt — thinking she would lose her son and then her husband — and right after that thought the main doctor shook his head as if to say it was done, but reversed course when she pleaded.
Foundr · The Near-Death Experience That Built a $400M Year Business
Claim from Foundr (host)
Creator perspective · Money
The founders describe how operating retail is like 'entering the matrix' — you start to see how all these retail brands survive — and that once you see the numbers, you realize the bigger the store (and better the location), the better you'll do, even if rents like Pitt Street's million-dollar starting price initially seem wild.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
possible_numeric_error
Creator perspective · Money
The founders candidly describe the UK as 'bleeding' and a struggle: UK consumers are more resistant to new brands, ask about heritage, return policies, and whether they really need another thing, and the founders admit they may not be 'British enough' or haven't been there enough — while noting some Melbourne and Sydney e-com brands have done exceptionally well there.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
resolved
Report · Money
COVID gave July a two-year head start — no other startup would sanely enter luggage while watching what July was doing, and competitors went into SaaS or AI instead. By the time COVID hit, July already had stock, brand, some equity from 2019, and a retail store. Homewares businesses did exceptionally well during COVID — anyone selling sheets or cookware cleaned up — and digital/education businesses like Foundr thrived since everyone was at home wanting to start a business and learn. When travel reopened (around October 22), travel demand double-downed: July couldn't make stock quick enough and there was nobody else left in the category. COVID's bad stuff forced market entries, kept July lean and hungry, and they came out of it with very low competition, massive opportunity, and big demand.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from Athan Dadaskaloo
Principle · Money
The founders emphasize that you have to do the detail work and everything, with no dropping the ball on any part of the business.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
resolved
Report · Money
The founders recount raising roughly $5 million in cash early on, plus a loan, and cleaning out some of their early investors in the process.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
resolved
Anecdote · Money
The founders recount their launch sequence: a pre-order campaign in December 2018, product delivered February 2019, and a retail store opened August 2019.
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
possible_numeric_error
Anecdote · Money
The founders tell the story of seeing a customer service ticket while in Sydney, going to fix a customer's forgotten lock code, Rich fixing the lock and taking a photo with her dog, and the photo eventually connecting them to a new investor through the customer's sister (a chef who had cooked for them).
Foundr · How Two Aussies Took On Samsonite & Rimowa - and WON ($100M+)
Claim from July founders (interviewed by Foundr)
resolved