Emily Bordner

Emily Bordner is the founder of EB&Co and a caller in Advice Line with Tim Ferriss (August 2025). Her Advice Line question is whether to keep focusing on brick-and-mortar retail, which still produces most of the company’s revenue, or put more deliberate effort into wholesale, which has recently grown much faster.

The episode frames Emily’s decision as both a channel-economics question and a founder-life question. She enjoys building physical store experiences where customers can try products away from screens, while wholesale may scale with less personal energy than opening more stores.

Connections

• EB&Co - company case.
• Tim Ferriss and Guy Raz - Advice Line advisors.
• Channel Focus Experiments, Accidental Virality, Relationship-Led Growth, and Sustainable Growth Pace - concepts tied to her question.