Beyond undies: How Tradie's founder Ben Goodfellow is breaking the

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.

Tradie Underwear Founder Ben Goodfellow On The Art Of Building Strong Brands

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