Its not that I dislike the company, it's just that I think Alex focuses on the wrong things and projects larger than what the company is. This in turn leads to shareholder resentment.
The packaging is nice, but there's a reason no other company presents its socks and boxers in a fancy box.
Even Tommy Hilfiger and CK come in bags. It just isn't economically a wise use of money for the company or the customer. And it isn't a sensitive product like an electronic that needs the extra protection.
Instead of wasting months designing a fancy box he could have just printed nice Hygieia bags and already had them on the market. The hold up as the company has stated wasn't in the product but the packaging. This in turn costs the company by designing a more complicated package, more material for the box and inserts, but also a delay of sales, another cost is shareholder confidence.
I like the company, but I think it could use an infusion of better management or a new worker hired that has prior experience bringing a product to market to give Alex some input and hone his focus on the most important issues.
This is the reason the company bleeds cash.
Im at least.
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