CASE STUDY
Restructuring and Repositioning a Multi-Brand Retail Portfolio
From competing voices to a focused portfolio—this partnership brought clarity, cohesion, and long-term momentum to Wayfair’s specialty brands.
The Client
The Ask
Wayfair’s speciality retail brands lacked deep expertise & leadership in brand positioning, product assortment architecture, retail expansion & content marketing.
The Engagement
Kelly Natenshon Consulting provided strategic guidance to refine & differentiate their brands, restructured their assortment to be on par with speciality competition, introduced a new sourcing strategy & advised on channel growth opportunities to increase revenue.
The Outcome
Through a strategic multi-year engagement, the partnership transformed the speciality brand portfolio, emerging with cohesive market presence & increased market share.
Statistics
The portfolio achieved 5% revenue growth despite reducing SKU count by over 35% demonstrating increased efficiency and a more focused & strategically relevant product offering.
“Kelly brought clarity & order very quickly to our emerging & nascent assortment strategy.”
All three of our specialty brand leadership teams valued her deep expertise, her highly collaborative though direct approach and her passion & commitment to our business from Day 1. This is a rare package to find in a consulting partner. Kelly quickly became a key member of our leadership team, no question was "out of scope." She was driving just as hard towards our vision as our core team.
— Ashleigh Sullivan, Chief Commercial Officer Wayfair Specialty Brands