Advantus, a B2B and B2C parent company with a house of brands, had fallen behind the competition and was at risk of losing their biggest customer, TJ Maxx. To return them to a path of growth, I conducted deep research to uncover cultural movements that feed trends in areas applicable to their product: color, material, finishes, interior design, beauty, and more.

This work catapulted Advantus from trend followers to trend setters, demonstrating their strategic value. TJ Maxx now remains a loyal customer, Target has since joined their portfolio, and I continue to lead Advantus through the complexities of a B2B/B2C business model.