The company experienced significant growth in its first three years by creating a new product category, but then faced problems in the fourth year due to inventory mismanagement and an inability to obtain raw materials. The primary objectives were to resume shipments, repair the brand image, develop new products and expand into new markets and retailers. Strategically, the company had strayed from its core competencies. The results included new multi-pack and assortment products entering broader craft and home decor markets, gaining distribution through large national retailers, improved marketing, streamlined product offerings, and production and inventory management improvements. Changes were also made to drive workforce accountability.