{
  "slug": "milani-2026-07-14t03-3",
  "company": "Milani",
  "headline": "Beauty brand delivered 19 consecutive quarters of growth via retail product collabs.",
  "topic": "{Stash Edge — Bundling Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/beauty/milani-ceo-mary-van-praag-unpacks-the-strategies-behind-19-quarters-of-growth-trends-shes-betting-on-for-2h/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/milani-2026-07-14t03-3",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Bundling Play}\n◆ GOLD · Retailer collaboration strategy · Milani\n\nBeauty brand delivered 19 consecutive quarters of growth via retail product collabs.\n\nNineteen quarters is almost five years of unbroken growth. That does not happen from ads or influencers — it happens from discipline in category management. Milani keeps showing up at retail as a partner, not a vendor. They listen to what sells, they don't oversaturate the shelf with low-velocity SKUs, and they give retailers ammunition to market the brand. Most indie brands think retail is a transaction; Milani treats it like a relationship where both sides get richer. That's the whole edge.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/milani-2026-07-14t03-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/milani-2026-07-14t03-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/milani-2026-07-14t03-3",
      "chars": 1051,
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Bundling Play}\n◆ GOLD · Retailer collaboration strategy · Milani\n\nBeauty brand delivered 19 consecutive quarters of growth via retail product collabs.\n\nNineteen quarters is almost five years of unbroken growth. That does not happen from ads or influencers — it happens from discipline in category management. Milani keeps showing up at retail as a partner, not a vendor. They listen to what sells, they don't oversaturate the shelf with low-velocity SKUs, and they give retailers ammunition to market the brand. Most indie brands think retail is a transaction; Milani treats it like a relationship where both sides get richer. That's the whole edge.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/milani-2026-07-14t03-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/milani-2026-07-14t03-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/milani-2026-07-14t03-3",
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      "label": "Bluesky",
      "body": "{Stash Edge — Bundling Play}\n◆ GOLD · Retailer collaboration strategy · Milani\n\nBeauty brand delivered 19 consecutive quarters of growth via retail product collabs.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/milani-2026-07-14t03-3",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Beauty brand delivered 19 consecutive quarters of growth via retail product collabs.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nMilani CEO Mary van Praag attributes 19 quarters of sustained growth to a strategy of product collaborations with retail partners and managed partnerships that deepen shelf presence and category control, per Glossy.\nHere's the cool part — the lever almost everyone misses (and you don't have to): exclusive product collabs with retailers are leverage disguised as partnership. When a buyer can tell their customer base 'this color only exists at Target' or 'this bundle is Sephora-exclusive,' both you and the retailer have a reason to market it. Run quarterly collaboration calls with your top 3-5 retail partners. Propose one exclusive SKU or bundle per quarter per retailer — different color, different size ratio, different gift box. Let them own the story. You stay on shelf, they drive traffic, and you own the data on which collabs repeat.\nWhat that means for you: Nineteen quarters is almost five years of unbroken growth. That does not happen from ads or influencers — it happens from discipline in category management. Milani keeps showing up at retail as a partner, not a vendor. They listen to what sells, they don't oversaturate the shelf with low-velocity SKUs, and they give retailers ammunition to market the brand. Most indie brands think retail is a transaction; Milani treats it like a relationship where both sides get richer. That's the whole edge.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/beauty/milani-ceo-mary-van-praag-unpacks-the-strategies-behind-19-quarters-of-growth-trends-shes-betting-on-for-2h/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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