Lara GuevaraSupply Chain expert (Product and Service)

Why a $3M Brand Was NOT a Supplier's Priority

13 Feb 2026 · 1 min

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A $3M DTC brand complained about missed deadlines and poor quality from its supplier. The supplier deprioritized them because invoices arrived 45 days late, orders came in erratic bursts, and specs changed mid-production. The brand's own behavior created the problem.

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So we worked with a DTC brand doing around $3 million a year, and they came in frustrated that deadlines are always missed, quality has always been inconsistent, communication is terrible, and their conclusion was, we need a new supplier. Before we searched, we asked them a question. When did you last pay them? And this is what we found. So two recent invoices were paid 45 days late. PO came in bursts and then silence. Specs were changed mid production more than once. So from the supplier's perspective, that brand wasn't a priority customer. Not out of spite, just logic.