Table of Contents

Launch day has arrived! But before I direct you to our now-open store (!!!!!), I thought I’d share a few things we did to prep for launch.


In an effort to protect this project — and, um, myself — from utter humiliation, I didn’t share an official launch date. I was worried that not having a date to look forward to might make potential customers lose interest, but I was more worried about setting one and then missing it!

I'm not sure which is the *right* choice, but I definitely slept easier at night knowing we left the launch ambiguous.

We also “soft launched” the store a day early so we could watch people coming and going on the site (and hopefully ordering and buying!) to see if anything broke or screwed up before we made it completely public. I thought that idea was genius when Melissa suggested it, and it gave us a little peace of mind. We also planned out our social media strategy ahead of time. Brooke and our summer marketing intern, America, both jumped in to figure out the best way to tease — and then unveil — the opening. They made it look easy! #soon We did a lot of order testing to make sure everything was working, too. I’ve already bought and refunded myself for every item in the shop at least twice. Fingers crossed it works as well for all of you!

Oh, and we got all of our tracking and analytics set up so I can obsessively keep my eyes glued to the stats all day!

Of course the prep phase feels endless, but I’ll stop rambling and get to some of the other stuff later. I’m just too excited and I want to link you already:

Check out our sweet store!

Freddie and Co. has its own email list (not to mention Twitter, Instagram, and Facebook as well), so be sure to sign up there to receive special offers and hear about new products. And FYI: the socks are LIMITED. Once they’re gone, they’re gone. And then there’s the next collection. I can’t wait to tell you about it!

What’s in Store will continue to send weekly behind the scenes stories about building and running Freddie and Co. I want to tell you all about my experiences with fulfillment, packaging, business licenses, bank accounts, oh my. OK, now go buy some socks! But wait, not too many!! If we sell out too fast I’ll probably freak out!!!

-meg 2

Enter your email address to get WIS in your inbox!

Your information will be used to send you the What's In Store newsletter. You can change your mind at any time by clicking the unsubscribe link at the bottom of any email that you receive from us. You can find details about our privacy practices here.