While competitors' pods are available on grocery-store shelves, the company says it won't budge from its direct-to-consumer model, selling coffee capsules online, in its boutiques and over the phone.

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Even as it has evolved, the company in coffee brown has rigorously adhered to its successful business model.

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He envisioned a totally new model: individual branded boutiques within stores, new technology like wireless checkout and opening coffee stands.

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