Founders can learn from this $5 store and why it is now a top-performing retailer.
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Five Below is one of the most surprising winners of 2025. While many retailers are shrinking, Five Below is scaling and its stock is crushing the market(up 67% YTD).
In this episode, brand experts Reilly Newman and Scott Saunders break down how a brand built on $1–$5 products became a retail juggernaut and what founders can learn from its explosive rise.
You’ll learn:
The origin story behind Five Below’s unique brand DNA
How it turned value shopping into an emotional experience
Why it thrives during economic uncertainty
The psychological engine behind small-ticket luxuries (the modern “Lipstick Effect”)
Strategic lessons founders can apply to their own brands in 2026
Whether your business is growing, plateauing, or ready for reinvention, this episode shows how a brand with constraints turned those constraints into category dominance. This is brand strategy in action; clear, bold, and wildly effective.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!