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Matt, Director of Brand & Product at Lapland UK, took a 20-year live-only Christmas experience business and turned it into a DTC brand that sold 15,000 advent calendars in under 4 hours. He breaks down why Lapland builds every product from the story first, and how they cracked the US market from zero brand awareness, landing a $250 average order value from a completely cold audience.

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Follow Matt: https://www.instagram.com/mattbatts/