From Amazon to Retail: The Omni-Channel Strategy Behind Jaxon Lane’s Success

Over the past 20 years, the team at Harvest Growth has helped launch and grow hundreds of consumer products, generating more than $2 billion in revenue. On the Harvest Growth Podcast, we break down what actually works in product marketing—real stories, real strategies, and lessons you can put to work right away.

In this episode, Jon LaClare sits down with Alex Penfold, co-founder of Jaxon Lane, to share how he built a leading men’s skincare brand by combining Amazon dominance, strategic PR, and a smart omni-channel expansion strategy.

Alex explains how starting with a niche focus on long-tail keywords helped Jaxon Lane stand out on Amazon—even as competition and costs increased. From there, he leveraged PR exposure, including major publications and editorial features, to drive awareness, organic growth, and retail demand.

The conversation dives deep into how Jaxon Lane expanded beyond Amazon into direct-to-consumer, Meta advertising, TikTok, and major retail partners like Urban Outfitters, Bloomingdale’s, and Saks Fifth Avenue—turning each channel into a growth engine that feeds the others.

Alex also breaks down what it really takes to win with PR, why having a compelling product story matters more than just launching something new, and how consistent product innovation keeps brands relevant year after year.

If you’re building a product brand and wondering how to scale beyond a single channel—or how to fund growth without outside investment—this episode offers a practical roadmap from someone who’s done it successfully.

In today’s episode of the Harvest Growth Podcast, we cover:

• Why niche positioning and long-tail keywords drive early Amazon success
• How PR exposure can accelerate brand awareness and organic growth
• The role of retail as both a revenue channel and top-of-funnel marketing
• Why omni-channel strategies outperform single-channel businesses
• What it takes to succeed on TikTok (and why it’s a completely different model)
• How to approach influencer and UGC strategies more efficiently
• Why product quality and manufacturing decisions directly impact growth
• The advantages and challenges of bootstrapping vs. taking outside investment
• How to fund growth by reinvesting profits across channels
• And so much more

If you’re launching a product, scaling on Amazon, or looking to expand into retail, PR, or TikTok, this episode will help you think more strategically about long-term growth.

To learn more about Jaxon Lane, visit jaxonlane.com or search for their products on Amazon.

Do you have a brand you’d like to launch or grow?
Want help from a partner that has successfully launched hundreds of brands totaling over $2 billion in revenue?

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