So what numbers matter most for early stage brands? Velocity (how many units are you selling per sku, per store, per week), or store numbers (how many points of distribution are you in)? It's a balancing act, said O'Loughlin: "Investors ask how many doors are you in and it's a source of pride to say we're in thousands of stores! You can open up a ton of doors but if you don't have the velocity, the whole house of cards comes falling down. So you have to be disciplined."