From the beginning, we've been turning lemons into lemonade
(PRWEB) March 05, 2009
Boulder, CO (PRWEB) March 5, 2009 -- Despite the gloomy reports on the state of the global economy, some businesses such as Vedante™ are finding their silver lining and defeating the recession. Vedante™, a woman-owned business based in Boulder, Colorado, has steadily grown since the company was founded in 2006. In that time, CEO Barbara Kantor, a former Los Angeles fashion designer, has developed two product lines - super-reflective POPBANDS™, and super-reflective pet collars and leashes.
"From the beginning, we've been turning lemons into lemonade," said Kantor, describing the experience of getting Vedante™ up and running. "When our first shipment of sustainable packaging arrived damaged, we had to find a place to sell unpackaged goods - this opened an avenue to our no-packaging sales option which is even greener than our sustainable packaging."
That mishap lead to the discovery of Amazon.com's third-party selling option, in which Vedante™ was the seller and Amazon handled fulfillment and shipping. "That was the start of a great relationship, leading to increased web sales. Vedante™ was consistently listed in the top-10 sellers on Amazon.com in its respective outdoor industry and pet categories."
During the 2008 holiday season, Vedante™ POPBANDS™ outsold Nathan's reflective gear in the outdoor category, and sales exceeded Vedante's own projections. Some products even sold out completely. It became clear that demand was continuing to increase.
While many other small businesses were experiencing a sharp downturn, Vedante™ was growing - adding to its client list each month. When it became clear that bricks-and-mortar stores were less likely to buy in a time of economic struggle, Kantor adapted her strategies to stay competitive. This has included a focus on online sales, an extensive online public relations campaign, attending trade shows to generate further interest in the company's unique, life-saving products.
Vedante™ now has 25 retail stores selling its POPBANDS™ and pet products, and has just added its first major account - Amazon.com. According to Kantor, "Now we aren't just selling on Amazon.com, we are selling to Amazon. This is a major shift for Vedante™ - we are selling directly to the largest online retailer."
Kantor has always taken a positive approach to her business, which has helped her achieve success in her work and life. "You have to be both grounded and optimistic," she says. "By knowing what's not possible, you can figure out new opportunities that are right in front of you. Once you do that, you can shift your attention to what is possible."
Part of Vedante's long-range mission is to prevent accidents and injuries on the road at night. In developing highly reflective POPBANDS™ (which are worn on the arms and legs), Kantor found materials with the highest reflectivity, 3M Scotchlite (with visibility up to 1500 feet). Vedante™ cat collars, dog collars, and leashes are made with a proprietary, patent-pending material that is both fashionable and highly visible at night, keeping family pets safe. Media coverage of Vedante™ products has included the Seattle Times, Boulder County Business Review, as well as TV stations in Colorado and Connecticut.
Even though the economic situation is looking bleak, it is still possible for businesses to refocus, retool, and adapt to ever-changing circumstances. Not only will some businesses survive in this challenging economic environment, many will actually thrive and grow. Vedante™, the little company that could, is growing by leaps and bounds - and is a shining example of success during this recession.
Vedante™ is a company committed to saving lives and reducing injuries from pedestrian-vehicle and bicycle-vehicle accidents by 80% in markets in which it operates. The mission is to increase visibility, and therefore nighttime safety through education, awareness campaigns, and the creation of great "fashion that reflects well on you™." For more information or to purchase, visit http://vedante.com and http://www.Amazon.com. Vedante™ donates a percentage of revenue from unpackaged goods to sustainability and safety charities.