Congratulations Lufi Rasmussen
Very interesting read about Lufi Rasmussen in your People of Year edition.
My two cents worth just as a reader ... firstly good on you!
The U.S. is a huge market, branding aside (you seemed to have ticked that box) it’s price point, supply quantity and delivery that is critical.
Secondly if it “hits” what’s your capacity or suite of strategies to respond - this will make or break you.