45 | The One With the $2M Brand That Cut 40% of Their SKUs (And Made 72% More Profit)

Two point one million in revenue.Twenty-three SKUs.One exhausted founder.Two point five percent net margin.Six months later:One point nine six million in revenue.Fourteen SKUs.Seventy-two percent more profit.Twenty fewer hours of work per week.This episode is the full case study.I’m walking you through exactly how Rachel, a $2M pet accessories founder, cut 40% of her catalog and rebuilt her business around contribution margin instead of revenue.We break down:• The spreadsheet that revealed her “hero” product was actually underwater• Why 9 SKUs were quietly draining $18,000 per year• The Kill, Fix, or Scale decisions that felt terrifying• What happened when revenue dropped 18% in month one• How profit increased even while sales declined• The exact numbers behind the 72% profit jump• The emotional reality of cutting products tied to your identityThis is not theory.It’s the real application of unit economics.Real contribution margin.Real operational decisions.Real panic.Real results.If you’ve ever thought, “Once I get bigger, the numbers will work,” this episode will challenge that belief.Because sometimes the path to more profit is fewer products.And sometimes your hero SKU is your villain.If this episode helped make your supply chain a little less painful, share it with another founder because nobody deserves to learn these lessons the hard way. Follow Supply Chain Moves wherever you get your podcasts.Connect with Lara & Move Supply ChainWant to keep learning and connect with Lara and the Move Supply Chain community?Follow & Subscribe:⁠LinkedIn – Move⁠⁠LinkedIn – Lara⁠⁠X – Move⁠⁠X – Lara⁠⁠Facebook⁠⁠Instagram⁠⁠YouTube⁠Get more insights:⁠Unboxed Weekly⁠ – Lara’s newsletter on DTC supply chain moves⁠Lara’s AI Brain⁠ – Ask Lara’s AI anything about supply chain⁠SC Lounge⁠ – Join Move Supply Chain's free Slack community for DTC founders