HAPPYBOND decided to launch its shelf-stable dog food via pet retail rather than direct-to-consumer. Its founder hypothesized this would suit the delicate packaging and allow customers to experience the product first-hand. This plan ultimately failed due to slow sales, small margins, and lack of control over customer education. The brand pivoted to a D2C subscription model, which had its own complexities but ultimately resulted in 267% month-over-month growth.