NATSEC Roundtable No. 15 (Members): A Working Example

Rogue processes about 150,000 pounds of American steel a day in Columbus, Ohio, and is in the middle of an expansion toward a million square feet under one roof. For a manufacturer of that size, in this moment, it has been written about almost not at all. The silence is the story.

A manufacturer of Rogue’s size is normally trailed by national business coverage, and Rogue has very little and that record is countable. Search for a serious national profile of the company or its founder and the deepest piece that exists is a hometown magazine’s CEO-of-the-year finalist writeup from 2020, a few hundred words in Columbus CEO. The company’s entire Forbes footprint is an auto-generated directory page. No Wall Street Journal feature, no Bloomberg Businessweek profile, no manufacturing-trade teardown of how the operation actually runs. What turns up instead is local development coverage, equipment reviews inside the fitness world, the occasional teardown attempt, and the company’s own video channel.

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Member Brief: Everlane and The Edge of Fashion DTC

In 1969, Donald Fisher opened a small store on Ocean Avenue in San Francisco that sold Levi’s denim alongside a curated rack of records. He called it The Gap, named for the generation he intended to dress. Forty-two years later, in 2011, Michael Preysman and Jesse Farmer launched Everlane from a small office in SoMa, four miles north of Fisher’s first storefront, and announced that the next Gap would be a digitally-native brand built on radical transparency. Today, Quince operates from a building somewhere between the two, having taken Shein’s quick-and-dirty production model and married it to Everlane’s faux-luxury positioning with ferocious commercial effect.

This member brief is designed exclusively for Executive Members, to make membership easy, you can click below and gain access to hundreds of reports, our DTC Power List, and other tools to help you make high level decisions.

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Member Brief: Monitoring The Situation

There is a meme, and then there is what the meme actually marks.

This member brief is designed exclusively for Executive Members, to make membership easy, you can click below and gain access to hundreds of reports, our DTC Power List, and other tools to help you make high level decisions.

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