Interim CEO

Chameleon Collective partnered with the founders for an in-depth analysis of the business to identify key drivers and devise a strategy emphasizing a DTC focus while sustaining their wholesale distribution with select key players. The strategy involved moving their sourcing abroad where appropriate, maintaining the brand's DNA and product quality, thereby enhancing overall operating margins.The team developed an e-commerce strategy and facilitated a platform change from Magento to Shopify, selecting an external vendor to lead the re-platform project. The paid search and social campaigns were restructured, a new team was hired, and prospecting and retargeting display campaigns were initiated.

The new DTC strategy proved to be a remarkable success for DANNIJO, resulting in a 100% Year-Over-Year (YOY) increase in their business, with operating margins improved by 40%. The transition from wholesale to DTC coupled with an efficient supply chain system contributed to DANNIJO's explosive growth, reinforcing the brand's industry presence.