How Geedup has succeeded by ignoring the ‘rules’ of modern retail
Inside Retail
MAY 1, 2023
Founded by Jake Paco in a garage in western Sydney, and inspired by hip-hop culture, the brand has amassed a devoted following since launching in 2010, and after pivoting to an online-only model in 2019, the business took off. “We’re The brand was an immediate hit in western Sydney, where Paco’s story was a familiar one.
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