In 2015, Wrist & Rye Inc. was a new start-up venture in London, Canada, created by several undergraduate students who all had a passion for male fashion. Designed for young, working, professional men, the company's high-end beaded bracelets and accessories were all about looking cool and being associated with the brand. Each bracelet had a story centred on a specific cocktail to create a sense of bonding that could enhance conversations among the company's core demographic. However, the founders faced several challenges including brand value creation; distribution channel decisions; and partnership and management issues. They needed to maintain the appeal of their brand and expand into other markets if they were going to continue to grow. The partners had to agree on strategic options to help grow the company.
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