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

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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.

Total Licensing Spring 2023 by Total Licensing - Issuu

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Total Licensing Australia March 2023 by Total Licensing - Issuu

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

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