Product Category Expansion & Launch
Organic cotton essential and intimates DTC brand wanted to expand their product offering into the accessories category, socks. The brand spent over two years working with its existing factory partners to get initial sock samples but failed. Melengo led the development process from the yarn stage to the finishing by creating a sourcing and GTM plan. The learnings from this project were translated into an SOP and was implemented in other new category expansions, which lead to multiple successful launches.
The Problem
An organic cotton basics and intimates DTC brand aimed to enhance its product lineup by introducing accessories that could generate additional revenue at strategic price points. However, the brand had outgrown its existing supply chain base and required streamlined processes and suppliers to scale operations. To address this challenge, the project focused on developing a customized yarn, implementing new development processes, and onboarding strategic factory partners.
The Approach
From concept to commericalization, delivering a new product category
Melengo collaborated closely with the brand partner to establish a detailed product brief and roadmap. Leveraging internal development plans and performance goals, a project scope was defined to guide the strategic suppliers in executing the vision. When necessary, new suppliers were brought onboard, utilizing both existing relationships and cold outreach. Each supplier underwent thorough vetting and debriefing before completing the onboarding process.
Value Delivered
New development process provided transparency & double-digit sell-through performance
Melengo successfully delivered a custom sock within a ten-week timeframe, from yarn selection to launch. We provided comprehensive training to the DTC brand's development team, covering everything from cotton yarn count to engineered knit construction. Our aim was to facilitate new product development relationships between suppliers and buyers with minimal friction points. Our project management tools ensured transparency throughout the development process, eliminating potential roadblocks. Additionally, we leveraged our relationships to acquire exclusive behind-the-scenes content assets, which were used in the brand's GTM strategy on social media platforms prior to the launch. As a result, the brand achieved a remarkable sell-through rate of forty percent on the first day.
Create world-class products with Melengo
Brands face significant challenges when it comes to manufacturing their products. Lengthy lead times, high costs, and coordination issues with suppliers can hinder their progress. That's where Melengo comes in.
With our integrated network of manufacturers in the Americas, we offer a one-stop shop for product manufacturing. Leveraging the nearshoring trend and our industry expertise, we help brands launch new products faster, more sustainably, and affordably. Our streamlined platform ensures real-time communication and simplifies manufacturing workflows, from design and development to sourcing raw materials, components, and manufacturing.
Partner with Melengo and overcome manufacturing challenges with ease. Say goodbye to lengthy lead times, high costs, and coordination headaches. Experience a seamless manufacturing journey that empowers your brand to thrive. Reach out to us today.
