Zalemark Holding Co Inc (ZMRK)

[fact-checker]

No statement from Zalemark regarding the Crayola launch.
One would think that if there was a legitimate reason why they couldn't meet the third quarter launch projections then they would let investors know what that reason was.
My conjecture is that no major retailer thought Crayola jewelry had any merit. There was just no compelling reason why they should carry the jewelry. They would need a tremendous amount of advertising dollars to promote a new collection and Zalemark doesn't have those funds. No retailer wants to be stuck with unsalable merchandise. If they made a wrong choice and the consumer didn't respond well to the product then they would want the vendor to trade them out, give them mark down money or just take back the merchandise with the hopes of getting future orders. If they thought the company had financial issues they wouldn't get started with them in the first place. I think that is what happened here.