Sergio Tache, founder of Dossier, shares how he built a $100m+ perfume brand by challenging traditional pricing and scaling from DTC into retail. He explains why sticking to fundamentals beats chasing new channels, how increasing AOV unlocked growth, and why brand awareness becomes essential once acquisition costs rise. The conversation covers pricing strategy, bundling mistakes, wholesale expansion, and the operational realities of scaling. If you’re navigating growth beyond early-stage DTC, this episode offers a clear view of what actually changes as you scale.