Case Study: Rapid Brands
The Challenge
Chris Johnson had built Rapid Brands into a retail powerhouse—from Shark Tank success with Mark Cuban to distribution in over 50,000 stores nationwide. But Amazon was a different challenge. While the Sacramento-based microwave cookware company dominated traditional retail, their Amazon channel wasn't delivering results that matched their brick-and-mortar success. Chris knew what many successful CEOs eventually realize: digital commerce requires specialized expertise outside the traditional playbook.
The complexity of Amazon's ecosystem—advertising, listing optimization, inventory management, constantly changing policies—demanded a partner who lived and breathed the platform. As a proven business builder, Chris recognized when to bring in experts. When Lab 916 met with Rapid Brands at their Sacramento offices, it marked the beginning of a partnership: Chris brought his business acumen and product vision, Lab 916 would bring the Amazon strategy and execution the channel demanded.
The Solution
Lab 916 took full ownership of Rapid Brands' Amazon strategy and execution, becoming an extension of Chris's leadership team. We implemented a comprehensive approach that treated Amazon not as just another sales channel, but as a distinct marketplace requiring its own strategic framework. Our team handled everything from advertising optimization and listing enhancements to inventory coordination and brand protection—allowing Chris to focus on what he does best: building the business and expanding retail partnerships.
What Lab 916 Delivered:
- Full Amazon account management and day-to-day operations
- Strategic advertising campaigns optimized for profitability and growth
- Product listing optimization to maximize conversion rates
- Business intelligence reporting that informed acquisition readiness decisions
- Channel profitability analysis and margin optimization strategies
- Strategic growth roadmap that positioned the Amazon channel as a key asset for potential buyers
"Vincent and Lab 916 is the real deal. They have helped increase my Amazon sales exponentially. They are a pleasure to work with, as you can tell the care about growing the business and not just taking a consulting fee. I have found Vince and his team to be experts and a great partner assisting our growth."
– Christopher Johnson, CEO and Founder of The Rapid Group
The Results
Under Lab 916's leadership, Rapid Brands' Amazon channel transformed from an underperforming sales channel into a strategic business asset. The partnership delivered measurable growth in revenue and profitability while positioning the Amazon operations as a key value driver. Most importantly, the work laid the foundation for Chris Johnson to successfully exit the business—with a fully optimized, professionally managed Amazon channel that added significant value during the acquisition process.
Key Outcomes:
- 287% increase in Amazon revenue over 18 months
- Improved advertising efficiency by 64%, significantly increasing channel profitability
- Amazon channel became a major value driver in acquisition negotiations and final sale price
- Seamless transition to new ownership with documented systems and performance benchmarks Lab 916 established
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