Is now the worst time to launch a new brand? These companies are doing it anyway

Well, that depends on the brand. If you’re launching an intimate wine bar or an international travel app, then you may want to rethink your business model.  But even in the midst of a global pandemic and a recession, some brands have decided to launch. The ones that have been successful with their launches have recognized the shift in supply and demand, focusing on providing essential goods or structuring their businesses in a digital-first model.  “What COVID has done has been to accelerate trends that were already starting throughout the globe,” said Jonathan Goodman, COO of Polestar, a luxury electric…

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