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American Giant: The Problems of Being An Overnight Success

American Giant | Source: BBC News
By
  • Emma Clark

"After only eight months in business, everything at online fashion company American Giant was going according to plan last year... Then American Giant got the type of positive publicity many companies can only dream off. Orders rocketed, and the firm was sent into emergency mode. 'Four days later we had nothing left,' says Mr Winthrop. 'We were down to the sticks in our warehouse.'"

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