Skip to content
Back to list

Building the Plane in the Air with Matthew Schulert


Matthew Schulert was lead photographer and one of the earliest studio team members at HauteLook, a flash sale site that Nordstrom bought in 2011. Matthew and Daniel talk about the history of that studio as it grew from just 3 sets to over 10 times that size across many iterations of studios throughout Southern California. Why is this episode called building the plane in the air? No one really knew exactly how to build a high-volume e-comm studio to support a flash sale site back then, so everyone had to figure out as they went, and as we mention during the episode: At that time, no one was talking to each other.

About the host