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Andrew Jennings
Founder & CEO at Larsson & Jennings
Andrew Jennings is a British entrepreneur and the founder of Larsson & Jennings, a fashion accessory brand specializing in watches.12 He founded the company in 2012 after being inspired by Stockholm's minimal Scandinavian style during a trip in 2010.3 Jennings bootstrapped Larsson & Jennings to 8 figures and was one of the first to implement an influencer marketing strategy in the watch industry.1
Currently, Jennings serves as the CEO of Edition 3, a company that invests in and builds consumer brands.1 He started this role in November 2022 and is based in New York.1 Edition 3 focuses on buying consumer brands with over $0.5 million in revenue, including distressed brands.1
In addition to his entrepreneurial ventures, Jennings has been an investor and board member for several successful brands, including the British shoe brand Duke & Dexter.1 He has over ten years of experience in brand building, with expertise spanning across core business functions of modern fashion, retail, and consumer businesses.1
Jennings has received recognition for his entrepreneurial achievements, including winning Entrepreneur of the Year at the Amazon Growing Business Awards.4 His approach to business includes a focus on digital-first strategies and innovative marketing techniques.12
Highlights
$800,000 lost because of a delayed decision.
When it comes to execution for us entrepreneurs, speed is everything.
It's a survival skill.
If you don’t have it, you won’t last long.
But we all have that decision we keep putting off just because it has an inherent cost.
Years ago, mine was switching from an old ecommerce platform to Shopify.
This platform was a ticking time bomb:
Site crashes during peak sales Plummeting conversion rates Sky-high maintenance costs
Until the breaking point finally arrived.
On Black Friday 2016, our site went down for 8 hours.
8 hours on the biggest shopping day of the year.
Let that sink in.
Why didn't I switch platforms sooner?
Fear of another big investment Hoping the provider would improve Underestimating the cost of inaction
It ultimately costed in lost sales (+$500k), wasted dev time (+$150k), and obviously and immeasurable brand image damage.
Lesson learned.
Make that change sooner. The cost of inaction almost always dwarfs the cost of action.
When we finally migrated to Shopify:
+99.99% uptime +30% conversions -50% maintenance costs
In entrepreneurship, big problems don't age well. They compound.
Learn to make those tough calls early.
Here’s how you burn millions with your brand:
- Never bother with market research.
Dive in headfirst, who needs to understand their audience or test product-market fit? Guesswork will get you there first.
- Change your brand message every month.
Consistency is boring, and trends too fast. Keep your customers guessing and your brand identity as fluid as water.
- Ignore customer feedback.
You don’t need to know about their suggestions. Keep your products and services exactly the same.
- Focus solely on acquisition.
Forget retention. The real thrill is chasing new leads, Even if they cost twice as much to acquire.
- Launch products without testing.
Surprises are fun. Launch now and fix later. Your customers will love being part of your beta testing. (Even if they didn’t sign up for it).
- Change proven strategies that work.
If your positioning wasn’t broken, why not fix it anyway? Shake things up by discarding strategies that have a track record of success.
And there you are,
The blueprint for the perfect downfall.
Make sure to (not) follow all of these steps.
