The company behind the Solo Stove was repealed from the New York Stock Exchange after its shares were trading at “unusually low prices.”

Solo Brand, a consumer manufacturer of outdoor stoves, kayaks and swimwear, has been delisted by the New York Stock Exchange after its stocks were trading at “unusually low prices” levels.SEC filing.

The outdoor equipment brand was revealed in 2021 amid a wave of IPO activities from the buzzy DTC brand. Warby Parka and Allbird.

• The latter narrowly avoided a similar fate last April when it was published by the NYSE. caveat It was necessary for sustainable footwear brands to risk being sued from a stock price or exchange.

Delisting is just the latest setback for solo brands. Earlier this month, the brand warned with a10-K filing“Our financial position raises great doubts about its ability to continue as a continuing concern.” This warning came shortly after the company suffered a net loss of $113.4 million and a cumulative deficit of $228.8 million in 2024. Net sales also fell 8.1% over that period.

In addition to the possibility of debt restructuring, we are investigating operational improvements, such as reducing the workforce and closing selected distribution centers.

Interim president and CEO John Larson told shareholders in March that the solo brand was implementing a conversion plan to bring the company back to profitability and growth. Meanwhile, former CEO Chris Metz made a similar promiseModify your businessAround the same time last year, this latest plan involves overhauling cost structure, marketing approach, pricing and promotion strategies and creating a “metric-based culture that tracks performance in real time.”

The emphasis on metrics and feedback has improved the brand’s marketing strategy. This happened in early 2024 as a high-profile brand partnership with rapper Snoop Dogg didn’t boost sales. This, even if it was a merit of the campaign, led to the expulsion of then-CEO John Melis.It’s still being discussedIn a marketing circle.

“Snoop ads generated great brand awareness last year, but we are committed to spending better positions, leading to results that make us more efficient and closer to our goals,” CFO Laura Coffey said in a recent revenue call.

As Larson pointed out, marketing is “our single biggest spending item” and raises the stakes to get your strategy right.

This report was It was originally published by Retail brewing.

This story was originally introduced Fortune.com