Episode 17: Winning America

0:09Hello, everyone, and welcome to another solo episode of Pretty Busy. Now today, I will be running through how Odd Muse is going to win America in 2027. I actually wrote a sub stack on this and it did very very well and a lot of you asked me to basically elaborate a little bit more in a pretty busy episode which is actually perfect because we had our team strategy day not too long ago maybe like two weeks ago we had the full team we was at rocker it was gorgeous we had a gorgeous day and we basically presented to the team how we are going to be a 50 million pound brand next year. Part of this is obviously of the overarching strategy, which is becoming a hundred million pound brand.

0:59And we have like five key priorities that if we really kind of strategize to achieve in 2027, which feels so weird to say, but it's October now, so it's literally 2027. If we achieve all these five things, there is no doubt that we will hit our target and one of them is winning America because it's safe to say we didn't win America last year um I don't think anyone who was going out to the American market um were winners last year and that is the most I will say on that for the moment first of all we have to start with what's keeping me pretty and what's keeping me busy what's keeping me pretty is definitely microneedling with PRP.

1:43I feel like my skin is so glowy since I recently got micro needling. It's not for the faint hearted, especially if you've got sensitive skin. It literally breaks me out so bad for like the next three days after. And I have like these horrible like yellow pimples where it's kind of essentially burnt my skin. So that was kind of hellish over the weekend, but it's nothing that a red light mask and sicker blast can't solve. So it was fine within like three days. And now I feel like I'm on the other side. We had the party shoot yesterday and I actually really felt like I really felt good. Probably the best I've felt modeling in a shoot, especially a duo shoot.

2:22And one thing people don't know about me is I really don't love being in the odd news campaigns, especially when it is a duo shoot, especially when the team have gone out there and hired a professional model to model alongside me. It makes me feel like such an amateur on the day but I felt very confident at the party shoot it was a mix of great skin and great dresses and I must say I need to apologize to the party collection because I knew it was amazing but I just feel like all the chic stuff and all like the everyday wear odd muse I've really been enjoying like releasing that kind of product I feel like it's shown odd muse in such a chic way everyone's talking about like the new odd muse and that is through us releasing products that aren't just dresses now when you go into Christmas party season we obviously do a lot of like party dresses um but honestly shooting it all yesterday I was like this is absolutely incredible like if you're not buying your Christmas party dress from odd muse this year what are you doing what is keeping me busy probably trying to do it all guys I'm not gonna lie today's the first time in a very long while where I've just felt very very anxious to the point where I actually feel like I could cry right now but I'm not going to like my eyes are warm I'm not gonna cry though and a mix of that is because I am just as always trying to to do it all and and a mix of that also is I'm incredibly tired.

3:54I was on set. I left my house at 4.30am yesterday to go to the shoot because we were shooting in a restaurant before it opened. Bloody bloody boss. So I'm kind of like emotionally mature enough this year to know that I am just tired. But I've also just been on a few calls today where you kind of just feel like so inspired. So I was on like this wholesale call today. We're really strategizing with Nordstrom's and I feel like it's inspired me to want to do all these things in the US. It's also inspired me to do all these things as a wholesale next year. And I get kind of like, I'm there after that meeting, like brain dumping, brain dumping.

4:31And then I have another meeting about something totally separate. And then I feel that same like wave of adrenaline. And basically I just get all excited for all these different stages in the business. And then I can't actually sit there and do anything. And then I've had to come to filming. So I'm kind of like, I feel like I just need like 60 solid hours on my computer just to get everything done. So that's how I'm kind of feeling today. And I think it's interesting because I'm filming this on October 1st and I haven't felt this anxious in a while. And I'm kind of like, oh, Q4 is here. And Q4 is an incredibly scary time because you are rounding off the year in the busiest time of the year, the most competitive time of the year.

5:20And you also want to go into 2027 prepared. So that's how I'm feeling right now. I'm feeling very, very anxious to get it all done in this quarter, but also not going to 2027, not knowing what's going on. Luckily, we have amazing product. All our products done until literally like that result for next year is done. But just like the world of odd muse and all the fun things we want to do, the stores, the strategy, like we just need to start 2027 as we mean to go on in order to like really achieve our goals next year. I'm putting a lot of pressure on 2027 to just like kick off as we mean to go on because this year I've just put so much resource into the business.

6:06Like I feel like I've almost, it feels like I've doubled my team I feel like across the business I've definitely like doubled my resource and I just need 2027 to just work and I really just need to like dig into that feeling I had on team day because everything that was presented to me I was like we are going to do this next year that there's absolutely no reason why we're not going to do this next year like all the other years where we maybe have just not completed everything that we wanted to do was purely down to resource and headcount and all these things that we didn't have. We truly have everything we need going into 2027.

6:47Aimee: Anyway, let's talk about winning America because one of the five things that we need to do in order to hit our goals next year is to win America. And I've got my laptop out. Fun fact that you would know if you read my Substack article is America actually believed in odd muse before anyone else before I grew in the UK at all I was sending pretty much all of my orders to America all over America I started odd muse knowing that I was taking on a bit of a challenge we and we still are very very fast fashion dominated in the UK um but back in 2020, everyone was shopping from PLT. Everyone was shopping from ASOS.

7:31I kind of consider ASOS a little bit less fast fashion than like your PLTs and your Boohoo. But anyway, they was dominating the market. I knew they had so much to give, you know, cheap prices, you know, dupes of expensive stuff, free returns, free delivery, all this kind of like ease that a young independent brand could not offer. So I knew I was taking on a challenge. I knew like my main thing that I had was like myself and just exclusivity. Like Odd Muse still remains a lot more exclusive than a lot like bigger brands because you know everyone's wearing Zara, everyone's wearing ASOS, everyone's wearing this but Odd Muse will always kind of offer that exclusivity because we just don't make a lot of SKUs and we just don't order loads of units.

8:21So anyway, I knew that it was going to be a challenge. I knew I was going to have to kind of like earn my place in the UK market. I just knew America isn't as price sensitive as the UK and they're just a lot more like this kind of London tailoring good quality brand is kind of few and far between that will get really picked up in America. So any kind of like paid ads I was doing, I was doing out in America. Now, believe me, the, you know, paid channel of Odd Muse, the paid channel of the business is a lot better than I was doing back in 2020, 2021. I was literally just boosting posts, but I was making sure that was predominantly going to America and in major cities like New York, Chicago, Los Angeles.

9:11And yeah, that's predominantly where the most part of the Odd Muse orders were sent before the first kind of two, three years of Odd Muse. So yeah, it actually wasn't until 2023 or the Christmas of 2022, then moving into 2023 when we actually become quite an established brand in the UK. We had loads of followers that people loved odd news and loved the story we just didn't have a lot of buyers in the UK and it wasn't until we released the pearl dress that we kind of become big in the UK become this kind of like dress brand and it's interesting that we're kind of moving out of being just a dress brand

9:49Aimee: and moving back into like really wanting to like win the US again so I feel like in order to start with how we're going to win America in 2027, we need to kind of discuss what Odd Muse has already built and what we're working with. So obviously I grew the brand quite organically in the US. So predominantly on social media with boosted posts in certain major cities. This year, particularly we've built out the product range to not just be a dress brand. you know we first went viral for our blazer and you know the first couple of years of odd muse was us selling in the US so we got picked up as a tailoring brand in the US not not necessarily a dress brand so the product is definitely a bit more ready for this US expansion we've got our New York store of course and we've got our warehouse which we set up last year and it was a lot to set up.

10:47I made so many mistakes in that setup, which we'll definitely get into. But we are set up with domestic shipping in the US, which was a huge thing, especially last year. Because obviously everyone was being charged like 145 % on delivery, which if you're buying a$200 dress, it isn't fun to pay like$350 on top. I get it. I get why the US completely shut down and no one wanted to do that. And then lastly, we're kind of building our wholesale function out there. So we launched with Nordstrom in the beginning of this year. We just launched on Revolve and we're having a great time on Revolve. Sell through is amazing.

11:27I'm very excited about that. I feel like Revolve, if I search Revolve on my emails or in my WhatsApp, like the amount of times, it's definitely like a LinkedIn message where I have like messaged all the buyers. It's like, I'd love to take you out for lunch in LA when I'm literally just like at my dining room table in Essex, you know? So that's huge. And then obviously I moved to New York last year and moving to New York really helped me understand, wow, I'm not even scratching the surface here. I think I'm so big in the US because we do like 20 million pound a year in sales and a large portion of that is the US.

12:05But the actual size and scale of the US is beyond anything. I learned a lot about like influencers out there. I learned a lot about competitors out there. I learned a lot about retail out there. But ultimately, the main thing I learned is, wow, I'm not even scratching the surface here. And the opportunity is insane.

12:27Aimee: I also feel like I learned a lot about the customer. They just buy very, very differently. They have a lot more events. They really take their wardrobe very, very seriously. And the actual strategy and the amount it takes to achieve that opportunity and take that opportunity is something that I majorly underestimated. Like I thought I was going to move to America and win America and it's going to be so much more than that. I thought moving to the US would just really kind of unlock that because we were building out, we were building out the foundations and you know the operations downstairs but I had no control over what Trump was going to do and the tariffs and what could actually happen if my business in the US shut down overnight and what that would do to me as a founder and how that would affect my business globally overall, my team.

13:32So it really taught me to tread carefully and do such things such as strategy days and have the whole team on board and actually plan out for the year what we're going to do. So let's talk about what we are actually going to do in 2027. The hugest moment that we've ever done in the US is our store. And last year, we lost an incredible amount of money in the US. We invested a lot into it because we thought we was going to see a lot of growth. But the US customer last year, she was anxious. And as she should have been, I even remember walking through, I hate bringing it back to tariffs, but just to understand, I remember walking through New York, going shopping on one day and everything in Sandro being some sort of price.

14:28I remember going there the next day and a shirt that I looked at last week, all of a sudden was$600. People were just, it actually made me feel quite good because I was being scrappy. I had signed this shop in New York, tariffs come in. I left it empty for three months because literally teams would email me and say, should we ship this stock from China? Like we got no stock in the US, what are we going to do? And I just couldn't reply to it because I didn't want to say the wrong answer. And I know that many other big players in the US had the exact same fear and they were like relabeling stock, reselling it, doing all these things, passing the cost on, realizing that people aren't actually going to pay$600 for a shirt and then re-strategizing it all.

15:20Our prices in the New York store changed and then reverted back. It was just a full-on nightmare. So although I have big goals in the US in 2027, it's very important to understand internally, like for my team and me to understand that we don't have the cash to lose in the US at the core of it yes we want to be a 50 million pound brand in the in and the US is a big part of that but no we don't have the investors we're we're doing this all with the profit that we made in 2026 and that's where I feel like I have to kind of like manage the most because it is so so easy to plan out an amazing strategy of all these things that you're going to do but budget is a huge thing especially when I mean back in 2024 I spent like$150 ,000 doing that pop-up store and even more signing it and putting the actual deposit down and actually going through that process I do not have that same kind of cash because I have put way more resource into the team so I feel like I'm going into 2027 treading carefully and I'm trying to plan out the first I'm trying not to plan too far ahead because I would love for like Q3 and Q4 to have like real big expensive moments but in Q1 and Q2 I kind of have to work on like more lower spend opportunities if that makes sense but anyway I'm gonna stop talking about I'm gonna actually tell you what we're doing right so the main thing for me in the US is doing less in more states and also picking kind of like one state to really kind of like own.

17:17I actually remember talking to someone about this and they were saying that one of the brands that they worked in before, the way in which they'd approach the US was through a strategy called city bombing, which I really don't agree with. I think they should rename that strategy. I agree with the purpose of it. I don't agree with the name but it essentially means just like going really hard on like one city and just strategizing there rather than seeing the US as a bit as this whole thing because to see the US market as just the US is the first mistake you're going to make because the US is a lot of states a lot of people a lot of different customers so really learning your customers state by state I really just focused on New York last year and didn't really scratch the surface there.

18:06So less in more states. So like really small moments in major cities, such as Dallas, Miami, Los Angeles, still continuing with New York, Chicago. I mean, yeah, various different cities in Texas, because Texas is actually our biggest state. And when I say doing less, I mean, just obviously, there is not the cash to say, right okay we're going to do a pop-up store in Miami we're going to do a pop-up store in Dallas we're going to do a pop-up store here because a pop-up store in America is fun fact minimum a hundred thousand dollars minimum if you're going to do it how odd news did it because honestly it's a little bit unnecessary when I was opening the New York pop-up I was like why do I have to have so many calls with like eight people on here like this is why it's so expensive because literally we need everyone on this call right now so I can't do that so what we're going to be doing is like random kind of community moments in the US whether it's a dinner in Dallas I go to like the US for like three weeks I do a dinner in Dallas I do hotel suite preview in New York with the new collection I do like a community moment in LA or a small kind of like pop-up with another brand, a collaborative, a partnership or something like that.

19:25It's kind of like these small moments, but it gives me an opportunity to meet with a small group of people from that city. And I'm going to learn more about my customer because the US customer is very, very different state to state. The US customer is very, very different. Yes, we have all these kind of like generalized terms when we're looking at the US as a whole, but when we really want to granularly look at who our customer is state by state she's a different girl she's got different spending habits she's got loads of different things going on like for example the girls in Texas what is going on because you guys spend so much money and in general in the US we know that the girl the US girl never really checks out and comes to a store for one thing she almost always buys multiple things the Texas girls buy like 10 things to just understanding like little quirks like that what is the who is the Miami customer who is the Los Angeles customer and you have an idea of it but actually being there and learning about her specifically is very important so that kind of like the first half is definitely doing less in more states so smaller moments in more states trunk shows are going to be a huge part of this dinners are going to be a huge part of this community moments are going to be a huge part of this campaigns are going to be a huge part of this micro influencer strategies are going to be a huge part of this who are the Chicago influencers who are the Texas influencers who are the LA girls who are the New York girls and really kind of like honing in on that that's going to be super super important for us what else are we doing in the US I think as well one thing that I'm looking forward to with the kind of doing less in more states is just treating the US as a mini experiment like every single city how many people RSV to these events how many actually attend what do they try on which state converts the most who was the most excited what product works in each state what content performs what sizes work like each state is going to be so so different and understanding the US understanding the state mix in that US part of the business is going to be so so important like we might find now this probably isn't going to happen but we might find that the US is 30 % of the business next year and 80 % of that business is going to come from New York we never know so we need to focus on New York or we might see an opportunity to really grow in Miami the customer has such an appetite for it but there might be some frustrations with what product actually comes out in which seasons and they want more dresses all year round because it's generally a hotter temperature there and people go to Miami all year round kind of like for that holiday so I'm just interested to learn how we can keep tweaking season on season to tailor to each state and then I coca-cola for the big for the small

22:28Aimee: the short and the tall peacemakers risk takers for the optimists pessimists for long distance love for introverts and extroverts the thinkers and the doers for old friends and new coca-cola for everyone pick up some coca-cola at a store near you do you feel like wholesale is going to be a huge thing in the US and it is it's very different to how we've approached wholesale in the UK so for example when I first started Odd Muse I had offers to sell at ASOS and various different brands very early on and I would say no to so many so many brands and that is because I really wanted to focus on my D2C and I didn't want to wholesale Odd Muse until I was comfortable with the amount of people coming to oddmuse.co.uk because that's where you get your most margin that's where you get literally paid out the next day for the order that is essentially what pays your team and keeps your team keeps everything running so D2C was very very important to me especially as an early founder who maybe doesn't have her margins right and doesn't really have the operations to work with these big players I mean it's very easy to get caught out with wholesalers I mean I remember even at ASOS we had to be so so strict when a brand couldn't meet a delivery time and cancelling on a brand of any size is really kind of challenging but when you're working with smaller independent brands that have already paid the suppliers for that order, I knew that I couldn't put myself in that position.

24:21So I was very, very careful not to wholesale odd muse and be very, very selective. And also it was a wider strategy of wanting to get selfridges and wanting to get these kind of like key positioning wholesalers. But in the US, I'm a lot more open-minded. I have the kind of like resource to really go all in with a wholesaler and I also understand that someone like Nordstrom someone like Revolve like growing with them could be a huge part of the business like you've got to think someone like Nordstrom's has literally 60 stores and a reach across the whole of America even with Nordstrom's I feel like I I'm gonna grow so much with them in 2027 we kicked off with Nordstrom's in 2026 but I think I very much underestimated how crazy it is to actually work with a US retailer.

25:13I launched with one of the biggest ever US retailers during tariffs. So that obviously affected that. So yeah, really growing with Nordstrom's, really growing with Revolve and really actually how can we support our partners with this growth? Like are we doing a fashion week moment with Revolve? Are we doing a dinner with Nordstrom's? How are we promoting that we are in these stores and growing brand awareness for our partners as well that's so huge for us in the u.s next year because if everyone who shops on Nordstrom Revolve and Shopbop knows about Oddmuse that is going to grow the brand globally one trillion thousand percent so wholesale is a huge thing and like getting getting it right when we're working with these people is very very important and I think each partner kind of serves a different purpose.

26:03So Nordstrom really is that kind of like enormous US reach. Revolve is kind of like that new customer we're trying to recruit. And I think Shopbop is exactly the same for that. The next thing we're going to do to win America and actually is a strategy for the business overall, but we've really recognized this with the American customer is really converting our occasion customer to an everyday customer. So one of the amazing insights that I learned on team day is we could really unlock a lot of revenue simply by turning a dress customer that's just purchased from us one time to a everyday customer.

26:49So what we're finding is anyone who purchases Odd Muse through a item that isn't basically a dress. So our knitwear, our tops, all this kind of like new stuff we've been doing, the suede jacket, for example, anyone who's first purchase is that tends to return for another thing, which I think only credits what we're doing at Oddmuse. Like all this new product is proving our mission even more so and earning us that real valuable customer that loves Odd Muse and comes back and stays loyal to Odd Muse. Now the dress customer is always going to be a little bit funny. Yes, it's going to be a portion of that kind of like loyal girl that always wants to get her dress at Odd Muse.

27:36But it is also going to be, you know, this girl that has a special occasion and has just heard of Odd Muse. It's also going to be that viral customer that's seen an Odd Muse dress and just wants to get that one thing. And what we're finding is if we can convert that kind of like special day muse into an everyday muse, once she has purchased something from our knitwear collection or purchased a top from us or anything from our kind of more everyday build out, we've really found that the customers that are checking out like four, five, up to 10 times a year have continued that when they've bought something that's more like everyday and not just a dress.

28:16so simply just converting them customers to an everyday customer is where we're going to unlock the most revenue globally but where we're really going to recruit in the US so that immediately tells me that this is more than just a marketing strategy that is something that I've had to review I've looked at all the collections going into next year and I've had to review you know we need more tops. In 2026, Odd Muse tops have grossed a million pound. We don't even do that many tops. Like I didn't even take that in my first two years of business. So all of a sudden, tops are a huge category for us that we need to focus on.

28:54And we need to add all these little bits into the product strategy. And knitwear needs to be something that's all year round. I mean, who doesn't love buying knitwear all year round? Knitwear is like my favorite thing to shop for. So yeah, that really opened my eyes to, oh, okay, this isn't just a marketing kind of thing and a reach kind of thing. This is actually a product thing and like getting back into the customers that are already there and getting them to purchase again. So converting the special day Muse to everyday Muse is kind of how we're going to get there globally, but also majorly in the US.

29:27part of next year and the future of odd muse is odd muse just needs to be experienced the same way everywhere so if she's walking into Nordstrom's and she sees odd muse if she's shopping on revolve if she's coming to oddmuse.co.uk if she's coming to one of our trunk shows if she's coming to one of our dinners she still feels that same brand experience if one of our wholesalers dares present Odd Muse in an icky way. It doesn't steam it, doesn't put it nicely together. I'm going to know about it because you guys make the videos and I kind of appreciate that. So yeah, we're not going to Americanize Odd Muse.

30:08Odd Muse is still going to be the same Odd Muse that you know. We're definitely going to do more in the US, but we're not going to become a crazy American brand that only speaks to an American audience. And that's something that I am really going to be hot on and I think won't really be a problem like we've always been like such a global team and we're not even kind of we're not even looking to build out resource in America and like an American team next year anyway we're really kind of like trying to build the foundations next year and unlock kind of what is already there and then kind of 2028 we'll start putting resource into that.

30:46Not Americanising and remaining kind of this globally recognised brand is very important in 2027. And I think, of course, one thing that I obviously have to mention is winning America is going to be such a collaborative thing at Odd Muse. It can't just be in my head anymore. It can't just be me sitting there thinking, oh, I need to grow in America. what can we do in America? Actually getting the whole team involved and on the same page is literally how we're going to do it. Because last year it was in my head and I was trying to do all these US things. How I planned operations in the US last year was, thank God for an operational team at Obmuse because I made a mess of that last year.

31:31So actually having the whole team on the same page on winning America is truly how we are going to win. That is a major key, the first step and one of the things I really loved about our strategy day is the teams now will go away with those five initiatives and come back to us with how they think we can win America and I'm so excited to hear all those ideas so marketing are preparing something on how we can win America with our paid ad channel strategy our own strategy who's going to be talking about us in America what influences we need to work with what cities we need to show up with where our customer already is in the US.

32:11The same with social, the same digital, same with CRM. Product are going to come back and be like, okay, this is the gaps in the product strategy. That's actually also what I need to think about. Merchandising, how much stock to achieve all this? We need stock in the US. If we want to grow in Nordstrom's next year, we need to up our orders and make sure the stock is actually in the US for them. Wholesale and retail strategy, operations, finance like all these things all these teams need to come together and take that strategy Jay as food for thought and kind of like come back to me and our directors on how their teams are actually going to achieve America so that I feel like is one resource I didn't have next year actually bringing the team together and like this we actually need to do more in America more than just kind of like events we actually need to be able to facilitate this demand as well as grow it um so i feel very very very lucky to have the resource i do going into 2027 because i've never like i said at the beginning of this podcast i've never had the resource that i've had i've got now paid channels found our earliest american customer we obviously need to spend more in america but city and state targeting but actual demand is very important social we need a u.s activation strategy.

33:31This has to become the content strategy. And one thing I'm going to really enjoy about next year is the activations that we do do in the US. So even kind of like these small moments, whether they are a dinner, whether it is a trunk show, you know, me going to America for three or four weeks and actually really getting this all done, taking everyone along for the ride is going to be like a huge global moment and a huge thing for the content side of things. So very excited for that. Meeting customers, styling them, city diaries, customer stories, documenting what I'm learning. That's just going to be amazing for the brand globally, but also in the US.

34:10CRM, the American relationship does not end at checkout. The second purchase is the goal, as we've said about, and segment by location. What is their first product category behavior? And then product and merch. What's the American customer keeping? What's not coming back in returns? What's bringing the customer back? All this stuff I'm just so excited to learn about, but it just gives you kind of a bit of an idea of what other teams need to be thinking about going into 2027. And it also just gives you a bit of a scope on you do need all these teams and resources to get it all done. If you are an early founder, I promise you the first step to going into the US really is just putting a bit out on paid and learning more about the US strategy and like just being in that awareness stage in the US.

35:02Don't put the pressure on yourself to have all these different things working because it's taken me six years just to honestly have someone in the business to say this is how we need to split out let alone having the team so then go and do it. and I think this is another thing that we're really prioritizing in 2027 and globally but especially in America and that is kind of the odd muse flywheel particularly for this episode the odd muse American flywheel this is something that I've learned about this year and this is making sure everything is moving and you're not relying on one thing alone. So Odd Muse definitely went through a solid five years of being reliant on organic traffic alone.

35:52I wouldn't say a solid five years. I would say a solid kind of like two, three year mark where if I didn't get a viral TikTok out that week, we wasn't going to get any sales. Then we introduced paid when organic was really kind of like fly in and our return on ad spend was something insane like over like 20 to one or 18 to one but we definitely got in a point with the business where if we wasn't posting on social media or we didn't get viral moments we wasn't kind of like growing or hitting target and that is because like everything has to keep moving so organic needs to be on fire paid needs to be really reactive to like what what's working organically and push that out to new audiences and also earned which is something that we're really prioritizing next year and that's just more people speaking about the brand the brand in more people's hands more events more influences and that all has to be working in synergy in order to achieve this strategy like I can't just go out to the US and do loads of things organically and post about it on social media it has to also be key people in key states talking about the brand it also has to be our paid team actually saying these are the things that we need to be pushing out on paid in these specific states and hopefully I can like feed back into the team what I'm kind of like learning for that that needs to all be working together at the moment we're not doing much influencer in in the US we kind of it's very kind of like impromptu and you know the US Open is coming up who do we want to dress for the US Open it's not like a real gifting piece I'm very excited to get into that in 2027.

37:31Right now we're unable to kind of like gift everything because you guys keep selling the newness out but we are going into 2027 with stock which is amazing and I guess just to finalize the episode when I say winning America what does that actually mean? Obviously it means growth in revenue, it means the US being a large share of odd news once again, it means repeat purchase rate. It means return and keep rate. It means secondary category purchase rate. It means wholesale sell through. And it obviously means being profitable in the US, igniting our store once more. And the New York store is actually our most profitable and highest performing store.

38:13However, I know that that can be doing way more when kind of more people are talking about us in the US. More people are going to walk through them doors. More people are going to add odd news New York to their itinerary. There's more we could be doing when they walk in that store to create that experience. So that is really what winning means. It's so much more than just hitting that number in the US. I'm ready again. Obviously, 2025 was a bit of a traumatic year and 2026 was all about building out the resource to go back to America so I'm very very excited for Odd Muse to win America in 2027.

38:56I feel very very strongly about it I hope you can kind of like hear that confidence in my voice like I think a couple episodes I really spoke about how Odd Muse will be a hundred million pound brand and will do all these things and that is how I feel about the US in 2027. They believed in us first through a blazer, not a dress. And the whole product strategy of Odd Muse is building it out to be an everyday muse while being your favourite dress brand. I must add, there's not going to be another dress brand come Wimbledon time. I really, really believe that we can do it this year, 100%. So yeah, that is another little solo ep on just odd news stuff I'm really enjoy the solo eps guys I just feel a lot more comfortable here I'm really digging deep when it comes to guests because I just am so in my head when I've got a guest on and I mean you probably you've all watched the Isabel episode that's my friend I'm super comfortable with Isabel I think we spoke for like literally nearly two hours but whenever I have a guest and I'm always thinking like, oh my God, what did they think?

40:05I could have said this, blah, blah, blah, blah. Like it just is a real uncomfortable situation for me, but I'm digging deep and we will get some amazing guests on. But for now, I am so proud that the solo episodes are really honestly like outperforming guest episodes and they're something that you all love. They feel a lot more intimate as well. They feel very kind of like founder led. Obviously when you have guests on you're really kind of talking to their community as well which is great for growth but there's something about just it being me and you guys that I love and feel really comfortable doing so I am gonna leave it there have a little pray for us we're winning America in 2027 and if you are from America want to receive odd muse in 2027 where you want to see us what state you're in what city you're in where you want to see us activate um and i'll see you in the next one thank you very much