Recovery of Momentum for Winning Brands in U.S. Home Improvement Retail
22 Agosto 2014 - 8:45AM
InvestorsHub NewsWire
Winning Brands (WNBD)
Shareholder Update on www.WinningBrandsCorporation.com/blog
Recovery of Momentum for
Winning Brands in U.S. Home Improvement Retail
Progress in key feature of
Winning Brands business plan.
One of the most important goals for the growth of Winning Brands’
1000+ Stain Remover has been to obtain a national listing in one or
both of America’s two national retail chains in the home
improvement industry. 1000+™ Stain Remover, World’s
Most Versatile Cleaning Solution™ was chosen for that mission
because of its suitability as a universal clean-up solution for
Pros and DIYers too. www.1000Plus.ca After
several earlier delays, new progress is being made.
1000+ had been in two key U.S. market tests which were taking
longer than the company wanted. One is a local test inside 3
Ohio Lowes stores and the other an online listing at www.HomeDepot.com . Either of these two
different approaches (testing in retail or testing online) has
traditionally been considered to be necessary milestones on the way
to a national listing. Since both of these chains have
approximately 2,000 stores coast-to-coast (1,750 & 2,200
respectively), having a presence in either one is significant for
the success of a consumer product brand. These are the
world’s two largest home improvement retailers. They see
millions of consumers per week, each.
In the case of 1000+, consumer reaction to the product has been
under evaluation by the retailers. Do consumers like 1000+?
What feedback do the retailers receive? How do the two
organizations rate Winning Brands as a company to do business
with? Is sales turnover of 1000+ Stain Remover in these two
platforms adequate to justify expanded presence and eventually a
national listing? Such are the questions that the retailers
have been assessing.
Of frustration to Winning Brands’ stakeholders has been that
earlier indications were received from these test partners of
likely advancement, but delays occurred several times for various
reasons. Therefore, from the point of view of Winning Brands
stakeholders, the impression emerged that these projects would
never advance. The delays undermined the plausibility of
1000+ attaining a national brand stature, and by extension,
undermined the prospects for Winning Brands ever reaching the
highest level of consumer product success. Although it is
widely known that Winning Brands products are good, the difficulty
in breaking through to the national banner distribution, reaching
consumers in some of the busiest big-box stores in America, had
cast doubt on Winning Brands prospects in the eyes of many.
Winning Brands has now received formal confirmation that one of
these banners is ready for the next level of engagement with the
company, by putting the 1000+ Stain Remover into approximately of
200 of its stores in Q1 2015.
Winning Brands has exercised great caution in evaluating this
development. Previous delays by retailers to take us to the
next level, despite their stated intentions, have made us
wary. This time, however, the granular level of detail in
preparations indicates that the associated work is already
occurring internally on the other side. Firstly, the decision
results from a formal review conducted over the past several
months. It has the necessary backing of all affected levels
of authorized personnel. Collaborative selection of stores by
both parties is now underway. This even includes the
allocation of specific space within the planogram of the stores
where the product will be placed. Specific logistics
procedures are being agreed, and so on.
Winning Brands will provide further description of this development
in its Q3 report and the subsequent 2014 Annual Report. It is
anticipated that this new program should be in place at the time of
the issuance of the 2014 Annual Report and will be commented on
therein as a subsequent event.
Our operational ties to one or both of the largest home improvement
retailers in the world is perhaps the most important leading
indicator as to whether Winning Brands can move up and attain
unquestioned success in the U.S. That is why this new
progress is so important. We are grateful to the team who helped
bring the project into an implementation phase.
It is a fine thing to see and hear the good expectations that our
retailer partners now have for our potential together. Our
relationship with both of these banners’ Canadian stores, where
their first listings of 1000+ Stain Remover occurred, has been
positive.
While I continue to advise caution, and always will advise caution,
it is encouraging to see that several earlier brand development
initiatives are showing new life, including this very significant
project. It increases the likelihood that Winning Brands will
achieve the critical mass needed to become profitable and to
address its (many) opportunities effectively.
Eric Lehner, CEO
Winning Brands
Winning Brands (PK) (USOTC:WNBD)
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