is a family-owned holiday clothing company based in Walled Lake, Michigan. Founded in 2012, they’ve made big business out of selling Christmas sweaters that are loud, over-the-top, and generally hilarious.

In the years since the company was founded, ugly Christmas sweaters have gone viral. Part holiday cheer, part tongue-in-cheek humor, has been at the heart of this growing trend and has seen exponential year-over-year growth with a huge spike in business that begins as soon as the holiday season stirs to life.

To find out what the company does to get ready for the rush and how they’ve been able to keep up with a constantly-growing stream of website traffic, we sat down with Director of Web Strategy Hiral Patel to get the full scoop.  

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