Neurosonic CEO Juha Suoniemi details the company's strategic shift from a primarily DTC model to a channel-driven, global expansion strategy. This episode offers valuable insights into leveraging retail partnerships, B2B sales, and influencer marketing to scale a wellness technology brand internationally. Operators will learn about adapting distribution models for growth and building brand awareness in new markets.
Key takeaways
Neurosonic is pivoting from a direct-to-consumer (DTC) approach to a channel-driven model, actively seeking out new partners, distributors, and resellers while simultaneously refining processes for existing relationships. Operators should evaluate their current distribution model for scalability.
The company is prioritizing B2B sales by targeting corporate offices and therapists in addition to direct consumers, indicating a multisegment approach to revenue generation. Consider diversifying your customer base beyond traditional DTC.
Neurosonic is building brand awareness through strategic influencer marketing, specifically collaborating with athletes to showcase product benefits. Explore niche influencer partnerships relevant to your product's use cases.
International expansion for a hardware-based product requires a robust network of channel partners and a clear understanding of regional market entry strategies. Businesses looking to expand globally should focus on building a strong partner ecosystem.
Product innovation and presence at major events like CES are key for launching new generations of products and gaining industry visibility, even for established brands.
Emphasizing the wellness and relaxation aspects of a product can resonate with a broad audience, providing an opportunity for market penetration in both consumer and B2B sectors.
The long-term vision for scaling a global brand involves a continuous focus on optimizing processes for working with partners and maintaining strong relationships to ensure consistent growth.
People are stressed, and Neurosonic is trying to help them relax.
The company, which develops a technology that emits a low-frequency vibration that is then put into products like mattresses and chairs, is based in Finland and is now expanding globally. Neurosonic's first device launched in 2011, and it unveiled its latest generation of products earlier this year at CES. Over the past year, the brand has been focusing on increasing its distribution and retail partnerships.
Neurosonic's CEO Juha Suoniemi has been leading this charge. He joined the company last year -- hailing from large European brands like Nokia -- with a mandate to grow Neurosonic's business.
"The clear target for me is to make Neurosonic more international," Suoniemi said on this week's Modern Retail Podcast.
Neurosonic has multiple revenue streams and products. It produces its own devices, like its Gen 2 mattress line. It also partners with other brands, as it did for a nap pod with the furniture company Loook Industries. Its products are sold at retailers aimed at consumers, as well as sold to other businesses -- such as corporate offices and therapists.
"The big change that we are doing now is, we have been very direct with our business -- direct-to-consumer through our website, and that will continue, but then also [havings] very direct B-to-B kind of approach," Suoniemi said. "And what we are changing now is that we want to be more channel-driven model."
That means that instead of seeking out sales directly, Neurosonic is trying to think more holistically -- with scale in mind -- about who it works with. "[It's about] finding new partners, new distributors, new resellers, but at the same time, building our own processes on how do we work with the existing ones and the new ones," he said.
Another big focus is on getting more people aware of the Neurosonic product. Suoniemi is doing this by partnering with more influencers -- with a specific focus on athletes -- as well as attending conferences
Frequently asked about this episode
What does this episode say about retail & omnichannel?
Neurosonic is pivoting from a direct-to-consumer (DTC) approach to a channel-driven model, actively seeking out new partners, distributors, and resellers while simultaneously refining processes for existing relationships. Operators should evaluate their current distribution model for scalability.
What does this episode say about brand & content?
The company is prioritizing B2B sales by targeting corporate offices and therapists in addition to direct consumers, indicating a multisegment approach to revenue generation. Consider diversifying your customer base beyond traditional DTC.
What does this episode say about founder & leadership?
Neurosonic is building brand awareness through strategic influencer marketing, specifically collaborating with athletes to showcase product benefits. Explore niche influencer partnerships relevant to your product's use cases.
What does this episode say about retail & omnichannel?
International expansion for a hardware-based product requires a robust network of channel partners and a clear understanding of regional market entry strategies. Businesses looking to expand globally should focus on building a strong partner ecosystem.
What does this episode say about retail & omnichannel?
Product innovation and presence at major events like CES are key for launching new generations of products and gaining industry visibility, even for established brands.
