Selecting the right range is only the first test. Whether it actually turns is the second — and the one most brands stop measuring once the shipment leaves the warehouse.

A product can pass every fit test and still leave revenue on the table. The question most ranges skip isn't which products belong — it's how they should be weighted against each other.

Choosing the right market and the right category is only two-thirds of the decision. Which specific products actually deserve to travel is the question most expansion strategies skip — and the one that determines whether a launch range builds momentum or dead stock.