"We try to surprise and delight our customers all the time. The cookie came as a way to do that in the beginning. The whole thing is to do things that don't scale. It's consumed our brand and become a really big piece of it. We never expected it, but we're sticking to it.
Doing laundry and dry cleaning is a repeatable business. Many companies have come to us asking us to do a promotion with them to help spread the word about their business. We rarely say yes to those opportunities.
When we find a promotion or opportunity that brings a massive amount of value to our consumer that's the type of deal we do.
In the case of nice laundry, they offered us to give away thousands of pairs of socks to our customers. Not only do our customers get a really nice pair of socks they get to learn about a cool new brand.
That to us is the ideal type of partnership. Everyone wins."