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Apple PodcastsThe purpose behind the brand
Ted discusses preserving his daughter’s memory and supporting Johns Hopkins Kimmel Cancer Center.
Road2Retail podcast
Ted Peterson — Founder & President VIC Cotton Company
Ted Peterson shares the personal story behind VIC Cloth and its support for Johns Hopkins Kimmel Cancer Center. He discusses premium pricing in a low-price category, building demand online and choosing a brick-and-mortar retail partner as the brand considers expansion.
Guest
Ted PetersonFounder and PresidentVIC Cotton Company
Watch the interview
Watch on YouTubeAbout this episode
VIC Cloth’s story is closely tied to Ted’s daughter and the effort to keep her memory alive. The conversation covers his earlier attempt to purchase the brand and how proceeds provide financial support to Johns Hopkins Kimmel Cancer Center.
The business discussion focuses on selling a premium-priced product in a category where prices are generally low. Ted describes building demand online and the qualities VIC Cloth is looking for in a retail partner as it considers expanding into stores. The conversation also touches on his admiration for Erling Haaland and a favorite performance of “Under Pressure.”
Topics covered
Premium pricing
The episode explores the challenge of a premium-priced product in a lower-priced category.
Online demand
The conversation includes how VIC Cloth builds demand through its online business.
Choosing a retail partner
Ted discusses the traits the brand is seeking as it considers brick-and-mortar expansion.
Episode sponsors
ECRM
Connects brands with buyers for product discovery and retail and foodservice relationships.
The Emerson Group
A CPG partner with expertise across retail channels.
Go To Market Strategy
Build a practical plan to enter or grow retail distribution.