According to its president and CEO, Drew Green, 7-year-old suit specialist Indochino is "the largest custom apparel company in the world," and growing. Indochino's set to eclipse 100 stores this year, opening eight in February alone, Green said on the latest Glossy Podcast. Its other plans for 2022 include expanding to women's suiting and increasing its wedding apparel business.  For several years already, the company's done nine figures in annual revenue. Secrets to its success include taking a diversified approach to marketing that includes "everything from podcasts to team sponsorships with the Yankees, the L.A. Rams and the Boston Red Sox," Green said.  The company's "showroom" store model, which necessitates minimal investment, and prioritization of the customer experience have also served it well.  "I like the Four Seasons model [of earning customer loyalty]," Green said. "I understand the benefits of actually having points or cashback and all the different mechanisms within a loyalty program. But where we've invested for loyalty is in the actual experience: making it fun, making it interesting and making it memorable. That's what the Four Seasons does. They don't have points, they don't have cashback, they just provide a world-class experience."

In late 2019, when Anna Harman and Lisa Bubbers launched ear piercing and pierced earring company Studs, providing IRL services was at the center of their business model. But then the pandemic hit. Today, e-commerce is every bit as important. "In 2022, we're focused on both [channels]," said Harman, on the latest Glossy Podcast. "We want to really continue to invest in and grow the retail footprint, as well as grow the e-commerce business. We'd like them to be highly complementary to one another. The business will be more successful over time if both are key channels for us." The company has raised more than $30 million to fuel that cross-channel growth.  As for expanding its store footprint, Studs has a good start: Harman and Bubbers opened six new stores in 2021, and they plan to own more than 20 stores by the end of 2022. "You have so many small college towns across the U.S. that have a really captive, large audience of a portion of our core demographic," said Harman. "And so we can have a really large store footprint through time. The opportunity for Studs is unbounded." Outside of sales channels, Harman and Bubbers are focusing their efforts on expanding their in-house team and overall brand awareness. And, at every step, they plan to write their own playbook. "Innovation and outside-the-box thinking and creation are what get us out of bed in the morning," Harman said.