53: Flipping a Brand & Turning It Into a Movement with Allison Herman

When Allison Herman took over Dragonwing, she thought she was acquiring a thriving business. What she actually got was a crash course in reinvention.

In this episode, Allison shares how she transformed Dragonwing from a niche undergarment brand into a fast-growing, community-driven company that helps girls feel strong, confident, and seen. She gets real about the challenges of taking over an existing business, what she thought she knew (but didn’t), and the strategies that helped her scale without losing sight of her mission.

We’re talking about:

✨ Why buying a business isn’t as “turnkey” as it sounds and what to expect
✨ The power of community-driven branding (and how Dragonwing’s ambassador program changed everything)
✨ How fashion shows became an unexpected visibility and product development strategy
✨ The challenge of balancing innovation with staying true to your mission
✨ What it really takes to grow an e-commerce brand in today’s digital landscape

Allison is proof that true growth comes from taking risks, learning from missteps, and adapting along the way. Whether you're an entrepreneur, a brand builder, or just love a good business transformation story, this episode will leave you inspired.

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Connect with Allison:

• https://dragonwing.com/
• Instagram: @dragonwing

Instagram:

@amyschutte_

Work with us: www.hudsonandco.co