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that’s going to accelerate.” Today, the company produces more than a million cards


per year, and that number is expected to grow each year for the considerable future.


From Boston to customers’ hands Headquartered in Boston, Lovepop has several shops open around Massachusetts (the train station, the mall, some office buildings), and its mobile teams are always on the go.


“We consider ourselves a vertically integrated,


direct-to-consumer brand. It’s not about what channel but what brand you are building and how you control your supply chain,” Rose says. “We have five retail locations in Boston, which are an extremely important part of the business, and we’ll soon be opening in New York at the Oculus, as part of the World Trade Center Memorial Mall.” Lovepop also has a large direct-to-consumer presence,


but doesn’t consider itself a traditional ecommerce company. However, in the last year, it has seen its business grow 10 percent through online sales. “It’s hard to start a business and there are so many things


we had no idea about when we started this; such as making sure cash is positive at the end of the month, what happens when there’s a non-profitable location [and] negotiations falling through,” Rose says. “Things can go sideways and fail, and it’s like a rollercoaster ride everyone is on and you don’t really understand how it affects you until you’re in it.” Teaming up in the business, however, has been a key


to the success. “Having John and I work together on all of this has been a helpful thing for us,” Rose says. “We’re super-dedicated and we spend a lot of time on figuring out how to not lose anything as we grow. Our hope is to become the go-to place for doing something unexpected for the special person in your life.” Rose notes that he hasn’t seen anything that causes the same delight and joy as opening a Lovepop card.


Keith Loria has written about business, entertainment and sports. When not writing, he enjoys spending time with his daughters Jordan and Cassidy. He can be reached at freelancekeith@gmail.com.


30 Specialty Retail Report n Winter 2017 SpecialtyRetail.com


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