Ep 22: Discovering the Next Stage of Business
In this episode of Direct Approach, Wayne is joined by Lynne Coté, President and CEO of Princess House.
In 1963, Princess House became one of just a handful of companies using the direct selling model. The company’s unique, hand-blown crystalware and collectibles quickly gained popularity—as did the opportunity for women to earn equal pay. Almost 60 years later, Princess House has moved away from collectibles and into the kitchen. Its product line of cutlery, cookware, kitchen tools, storage options and electrics has allowed it to stay relevant and popular in changing times. Today, the U.S.-focused company is on a mission to make life healthier and more beautiful, and in 2021, it ranked 48th on the DSN Global 100 List with $195 million in revenue. But what is most remarkable about the Princess House story is its dramatic turnaround during the pandemic.
Lynne Coté first joined Princess House as a consultant in 2019 after the company weathered three consecutive years of declining sales. Her more than 30 years of experience in connecting brands and customers led to her being named President and CEO in January 2020, and despite the unprecedented challenges of the pandemic, she led Princess House to record-breaking growth.
Today on Direct Approach, Lynne and Wayne discuss how she created a strategy to turn the company’s sales around, how she was forced to change that strategy as lockdowns began, and how she leveraged that opportunity to create greater connection between the Princess House brand and its customers. Lynne also talks about the importance of meaningful relationships in direct selling and how departmental journey visions help create a blueprint for the future.
Watch the video below or listen to the podcast.
Wayne Moorehead has deep experience in marketing and brand strategy. He has applied his expertise and passion to help companies (from startups to Fortune 100) define, communicate and activate their brands. Wayne’s rare blend of experience and success has shaped his philosophy on effective growth strategies, and he believes the future of the channel will blend the best of direct selling with the best of direct-to-consumer.