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Hearth One Launch

Ember & Crust: Retail or DTC for the Fall Launch

Owner: Nolan Whitfield · Reviewer: Maya Desai, CFO

Recommendation

Launch DTC on October 14 and hold retail until April:Maya Desai 4,200 direct sales contribute $1.21M, more than 9,000 retail units would ($966K). Each direct oven earns $287 to retail's $107, and six months of direct sales give us reviews and return dataOpus 5.5 before we commit inventory to shelves.

Unit economics

	DTC	Retail
Unit profit	$287	$107
Margin	58%	34%
Year-1 units	4,200	9,000
Contribution	$1.21M	$966K

Maya Desai 1 hour ago

Is 4,200 realistic with no retail? That's 350 ovens a month on paid social alone.

Reply…

Retail or DTC Fall Launch Deck Launch Model

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