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Tradie Underwear’s Ben Goodfellow
on the art of building strong brands

Hear how Ben Goodfellow went from a teenager with a love of brands to creating, in record time, a household name in the highly-competitive Australian underwear market.

“From the age of 12 I wanted to do anything I possibly could that was entrepreneurial.  And that feeling and willingness is still with me today.”

More about Ben

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Tradie Underwear launched in 2010 as an underwear range exclusively for men. But with some clever marketing and unwavering commitment in the face of financial hurdles, Ben soon expanded into a range of categories spanning women’s underwear, workwear, babywear and tools.

The company now employs over 50 staff, turned over in excess of $100 million last financial year, and continues to experience a 45 percent growth year on year.

Ben’s key takeaways

In this honest chat, Ben shares his lessons on:

  • Standing out in a competitive market
  • Building a brand name fast
  • Financing in the first few years
  • Big retailers and the importance of the ‘perfect triangle’
  • Retaining the right people

Ben’s key takeaways

In this honest chat, Ben shares his lessons on:

  • Standing out in a competitive market
  • Building a brand name fast
  • Financing in the first few years
  • Big retailers and the importance of the ‘perfect triangle’
  • Retaining the right people

More about Ben

Earn points

Tradie Underwear launched in 2010 as an underwear range exclusively for men. But with some clever marketing and unwavering commitment in the face of financial hurdles, Ben soon expanded into a range of categories spanning women’s underwear, workwear, babywear and tools.

The company now employs over 50 staff, turned over in excess of $100 million last financial year, and continues to experience a 45 percent growth year on year.

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