Commercial
Reset
Challenge
A consumer business was struggling to convert strong brand demand into consistent commercial results. The product range was over-diversified, best sellers were chronically out of stock, and seasonal lines were left sitting in excess. Growth energy was being wasted, and customer trust was beginning to fray.
What We Saw
The issue was imbalance. The assortment was spread too wide, with resources pulled into chasing seasonal newness instead of sustaining core demand. The business had no clear framework to decide where to double down, when to test, and how to manage risk in inventory.
What We Did
We tuned and focused the assortment by:
Sharpening the core product strategy to protect best sellers and secure supply.
Rebalancing seasonal lines so they became tests, not risks.
Embedding decision rules that aligned product, supply, and commercial teams around the same priorities.
Impact
Best sellers consistently in stock, restoring customer confidence.
Seasonal range right-sized to fuel innovation without overhang.
Sales and margin lifted, driven by a business finally delivering where demand was strongest.