Jonathan Francis, co-founder of FM London, joins Will Laurenson to share how a side hustle selling socks became a full-scale Amazon clothing brand. From launching with multi-packs to using Amazon's Born to Run and Vine programmes, Jonathan breaks down the tactics behind their success. They dive into AI tools, video listings, and launching new product lines — including women’s underwear and babywear. Jonathan also opens up about the challenges of post-COVID growth and the game-changing decision to bring in expert hires. A must-listen for anyone selling on Amazon or scaling a consumer brand.