Dan Griffiths, CEO of Lume, joins Will Laurenson to unpack what it really takes to scale a DTC brand into a nine-figure, omnichannel business. They explore how AI is changing content creation, why hands-on execution still matters, and how fulfilment and 3PL strategies must evolve as order volumes grow. Dan also shares hard-earned lessons from expanding into major retailers like Target, Walmart, and Costco, the challenges of losing clean attribution in retail, and why building a new product category requires patience, data, and relentless focus.