The company had ridden a single hero product through its initial growth, which capped revenue and made it vulnerable to competitors. We expanded the portfolio with a lower‑cost option for entry‑level DJs and a new line aimed at home and mobile‑worker ergonomics. We also introduced new color variants that created a “collectability” effect with core fans, meaning higher average order values and stronger customer lifetime value.

At the start of the turnaround, sales flowed almost entirely through global music‑equipment distributors. We stood up a direct‑to‑consumer ecommerce channel, launched a web store, and added Amazon and eBay. In the US, we replaced broad wholesale distribution with a focused rep model for key retail chains, while smaller accounts ordered through a wholesale web portal. The shift to an omnichannel model was a major contributor to the return to positive cash flow, with healthier margins and better control over customer relationships.