Naples Soap Co. has completed a comprehensive six-month turnaround that places ecommerce at the forefront of its strategy for long-term growth.
Responding to the financial aftermath of Hurricanes Helene and Milton in 2024, the company launched a companywide restructuring designed to improve efficiency, boost profitability, and future-proof operations. A major focus of this initiative was transforming its digital presence and optimizing online sales. Naples Soap manufactures natural skin and hair care products.
“Ecommerce has become an increasingly critical part of our business,” said Deanna Wallin, Naples Soap founder and CEO. “We’ve reimagined our digital strategy to strengthen customer engagement, cut costs, and build scalable growth online.”
How Naples Soap reimagines its ecommerce business
Naples Soap conducted a full-scale audit of its digital channels. That led to the renegotiation of management fees, a platform upgrade, and a decisive move away from underperforming marketplaces like Amazon. The company has now refocused on its own online storefront to better control brand experience and margins.
In 2024, Naples Soap Company projected sales between $15 million and $16 million. That’s up from $12.3 million in 2023.
Alongside its ecommerce overhaul, the company introduced operational improvements in retail and wholesale. At the same time, it has launched new high-tech product lines, including botanical stem cell skin care and personal care devices.
The company’s renewed focus on digital transformation aligns with broader trends in the beauty and wellness market. In that segment, direct-to-consumer models and personalization continue to drive growth.
“As we move forward, our digital footprint will be key to unlocking the full value of the Naples Soap brand,” Wallin added.
With a stronger online infrastructure and renewed innovation pipeline, Naples Soap is positioning itself for a more resilient and scalable future in a competitive retail landscape.
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