We Had Too Many Products

We Had Too Many Products. So We’re Getting Rid of Them.
When we started building the TAUDON website, we did what new brands tend to do.
We added products.
Then added some more.
Performance.
Adventure.
T-shirts.
Singlets.
Hoodies.
Jackets.
Accessories.
Suddenly we had something that looked like a collection.
There was just one problem.
We didn’t need most of it.
We’re not trying to create a digital department store.
TAUDON is supposed to be about finding products we genuinely believe are useful and developing them properly.
So we’ve started cutting.
Rather than separate Performance and Adventure collections filled with variations, we’re moving toward a much simpler product offering.
Fewer products.
Clearer reasons for each one existing.
More testing behind them.
The AeroDry tee is a good example.
If we can develop one shirt that’s comfortable enough to wear casually and functional enough to train in, that’s more interesting to us than launching six T-shirts.
The same philosophy applies to APEX.
One shoe designed to cover an enormous amount of your running.
More isn’t necessarily better.
Sometimes product development means deciding what not to sell.