Beyond undies: How Tradie's founder Ben Goodfellow is breaking the rules of brand extension

The Tradie Underwear brand (turning over $200M a year) has gone from protecting the family jewels to branching out into everything from energy drinks to skincare to watches and tools! Founder Ben Goodfellow explains why and how.

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Beyond undies: How Tradie's founder Ben Goodfellow is breaking the rules of brand extension

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