Archive for the ‘Vertical Branding Inc. VBDG’ Category

Vertical Branding Inc. (VBDG.OB) Finds its Defined Demographic Responding in Difficult Times

Wednesday, October 29th, 2008

Knowing the customer and their buying habits is a leading requirement for any retailer. In the discretionary consumer marketplace, it is even more of an imperative. If a company isn’t sure of its customer base and how it spends its money, it may as well fold up shop. Understanding who the customer is, how much they have to spend and what they really need for day to day living is the key to profit in a difficult retail marketplace. Finding a company that actually has this information, and is using it effectively, is the trick.

Vertical Branding Inc., a consumer products company, works to market recession resistant products to a defined target market. The company has recently reworked its marketing model to reflect an 80% wholesale to retail sales distribution mix.

As the discretionary consumer sector continues to have issues in a recessionary marketplace, Vertical Branding is finding reasonable performance. For the most part, this performance can be attributed to its pricing structure, product mix and demographic knowledge. The company’s pricing structure is oriented in such a way that its $19.95-$39.95 price target is largely unaffected by cost conscious 26-39 year old female consumers. This, accompanied by the old 3M adage “we sell things people use” has helped the company move forward in a difficult market. Awareness is the third leg of the company’s strategy that enables it to perform relatively well in a down market. Its marketing strategy is such that its products are found right in front of consumers, whether it be on an endcap, strategic “empty hole” that store owners need to fill or on television direct sales channels.

The company relies heavily on its ability to find, license and sell strategic products that suit its demographic. The company indicates that it is very satisfied with its demographic work and that it understands its primary customer base. With this in mind, the company has found primary product lines that include skin care products for drugstore and department store sales, step stairs for around the house and apartment, ultra-absorbent clean up cloths and lightweight fabric steamers to fit its customer’s needs and sales targets nicely.

In this last respect, the company is quickly hitting its stride. A reorientation away from the direct to consumer and more toward a wholesale strategy has boosted sales in the short time it has been following the approach. A longer product lifecycle, new product additions and increased wholesale penetration have begun to be seen in the company’s bottom line. Stability in a difficult market appears to be taking hold indicating that a nice upside, down the road, is waiting for this company on the move.

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RedChip Featured Company: Vertical Branding, Inc. (VBDG)

Wednesday, September 3rd, 2008

Vertical Branding, Inc. (VBDG) is a consumer products company focused on providing consumers with high-quality household, beauty, and personal care products at reasonable prices. The company’s products currently include the ZorbEEZ, the E-Z Foldz step stool, the Steam Buddy, the MyPlace workstation, and the Hercules Hook.

Vertical Branding concentrates its efforts in three specific areas. First, the company uses an ROI-based transactional advertising strategy that generates direct-response product sales while building product and brand awareness to prospective customers. Second, the company concentrates on providing ‘everyday’ products that meet consumer needs at a reasonable price, which typically ranges from $9.99 to $39.99. Third, Vertical Branding has found that its typical buyers are females between 28 and 55 years of age, and Vertical Branding continually works to understand needs of this target audience.

Vertical Branding sells its products through a number of channels, either directly to consumers or through the Internet, television, and print advertising (“‘transactional marketing”). The products can also be found at some of the country’s largest retailers and drugstore chains. Finally, the products can be purchased through international distributors, catalog proprietors, and home shopping channels. The Vertical Branding team manages its transactional marketing on a daily basis to maximize results on television and online channels. The company also monitors its retail distribution efforts by matching purchase orders to sales projections to ensure its growth is on target.

To continue to meet the needs of its customer base, Vertical Branding is continuously seeking and acquiring exclusive rights to new and complementary products. The company’s goal is to add between four to six new products each year. The addition of new products fuels the company’s growth, while recurring sales from the current product line provide a stable revenue base.

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Vertical Branding Inc. (VBDG.OB) Finds Visibility Growing in a Slower Economy

Friday, August 8th, 2008

A poor economy always ends up with an odd assortment of winners and losers. Those companies that feasted on a solid economy of ever-spending consumers are quickly falling out of favor. Those offering less expensive but quality products, however, are now finding sales on the move and good times where once they were marginal. Finding safe haven in these uncertain economic times may be difficult, but if investors look hard enough there are profits still to be made.

Vertical Branding Inc., a consumer products company, works to sell household, beauty and personal care products through its extensive wholesale, Internet, print and direct-response television marketing systems. The company also controls a small real estate holding in Connecticut.

Although the company operates at several different levels of the retail distribution chain, it is its position as a go-between for the manufacturer and retailer that has brought it success. The company views its role as a facilitator rather than merely a supplier, which has enabled it to achieve premium placement in the drugstores and mass merchants that it serves. Perhaps the best recognized placement display, that might identify the company’s products and successes, is the “As Seen on TV” display caps located in strategic locations within these retail outlets. Additionally, another often noticed channel that the company has taken advantage of is the wholesale selling of products often seen on direct response television – more often referred to as “infomercials.” In the second quarter 2008, the company’s best selling products include: SteamBuddy, Hercules Hook, ZorbEEZ, and the EZ Foldz Step Stool.

The company has been having solid successes in recent quarters as outlets are added and new products are brought under the company’s marketing and distribution control. Its primary direction, however, is to move beyond its current wholesaler status toward being a direct supplier to retailers. In either event, the company expects sales to find a solid footing in coming quarters as a weak economy drives customers toward its retail demographic. Where other major retailers are finding difficult times in this current economy, Vertical Branding Inc. is finding solid results and hopes of expansion.

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RedChip Featured Company: Vertical Branding, Inc. (VBDG.OB) Receives $1 Million Order for SteamBuddy™ Product

Monday, April 7th, 2008

Vertical Branding, Inc. (OTC BB: VBDG.OB) announced today that they have received over $1 million in orders for their innovative SteamBuddy™ handheld steam cleaner from numerous well-known national retail chains. During the early months of this year, the company began incorporating SteamBuddy in direct-to-consumer sales channels, and they now anticipate the beginning of shipment to retail stores in mid-May.

SteamBuddy is a handheld cleaner that is versatile, lightweight, and perfect for cleaning clothes, drapes, curtain, and other household fabrics. The consumer has control over the amount of steam desired when cleaning, while putting the power of a dry cleaner into the consumer’s hands. The steamer heats in seconds and produces a gentle touch on fabrics, resulting in fresh looking clothes and furnishings.

“SteamBuddy is affordable and easy to use, and provides today’s value-conscious consumer with a low-cost and environmentally friendly alternative to conventional dry cleaning,” stated Vertical Branding CEO, Nancy Duitch. “Since we launched SteamBuddy in January of this year, consumer and retail buyer response has exceeded our expectations, prompting us to shorten our timetable for retail roll-out.”

John Cammarano, President of Vertical Branding’s Retail Sales Unit, said, “We have commitments for SteamBuddy from almost every major retailer we sell through, many of whom have already submitted purchase orders. We believe the product is a strong value and that the retail community has recognized the importance of that in today’s economic environment.”

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OTCPicks Featured Company: Vertical Branding, Inc. (VBDG.OB) Announces Plans to Present at Conference

Thursday, February 14th, 2008

Vertical Branding, Inc. (OTC BB: VBDG.OB) recently announced plans to present at the Roth Capital Partners 20th Annual OC Growth Stock Conference, being held February 18-21, 2008 at the Ritz Carlton Laguna Niguel in Dana Point, CA.

Vertical Branding, Inc. Chief Executive Officer, Nancy Duitch, will be presenting to the Roth Conference patrons on Wednesday, February 20, 2008 at 11:30 a.m. PT. The presentation can be heard by logging on to

Nancy Duitch has over thirty years of retail and consumer marketing experience, and has established herself as a successful and well-respected CEO. With previous management positions at Pep Boys, Spa Formula Cosmetics and Kent and Spiegel Marketing, she has also created marketing programs that have generated over $1 billion in revenue for brands like Hercules Hook ™ Burn and Thigh Max™ and Botopical™. Mrs. Duitch is the founder of Vertical Branding, and her insight for developing and applying passionate people into her businesses and projects is one of the many assets she brings with her.

Vertical Branding is a consumer products company selling high-quality household, beauty and personal care products at affordable prices. The Company builds consumer awareness for its products and brands through direct response television, Internet and print advertising, supporting broad distribution to many of the country’s largest retailers and drug chains as well as catalogs, home shopping channels and international distributors. Vertical Branding develops its own proprietary products and brands, and licenses the rights to other select products that pass its rigorous screening process. The Company’s hottest-selling products and brands currently include Hercules Hook, ZorbEEZ, EZ Foldz Step Stool and StarMaker Cosmetics.

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RedChip Featured Company: Vertical Branding, Inc. (VBDG.OB) Appoints Alan Edrick to Board of Directors

Thursday, December 20th, 2007

Vertical Branding, Inc. (OTC BB: VBDG.OB) announced today that it has appointed Alan Edrick to its Board of Directors taking effect immediately. Edrick will be replacing Jeffrey Edell. As well as being appointed as a director on the board, Mr. Edrick will also serve as Chairman of the company’s audit committee.

Mr. Edrick brings with him years of experience in the financial management and public accounting professional field, including debt and equity financing transactions, mergers and acquisitions, financial planning and analysis, and regulatory compliance. Presently, he’s the Executive Vice President and Chief Financial Officer of OSI Systems, Inc., a publicly traded, multinational provider of proprietary systems technology in the areas of homeland security, patient monitoring and optoelectronics.

Mr. Edrick is a college graduate from the University of California, Los Angeles where he received a Bachelor of Arts degree, and continued his education at the Anderson School at the University of California, Los Angeles where he earned a Masters degree in Business Administration. From 1989 to 1998, Edrick worked at Price Waterhouse LLP and held various positions with his highest ranking being that of Senior Manager of Capital Markets. He then went on to take the position of Senior Vice President and Chief Financial Officer of North American Scientific, Inc. His last position held was Executive Vice President and Chief Financial Officer of BioSource International, Inc., but the company was sold to Invitrogen Corporation in October 2005.

“I am pleased to being working with the talented team at Vertical Branding. I see tremendous growth potential for this innovative company and look forward to contributing to its success,” Edrick stated.

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Vertical Branding, Inc. (VBDG.OB) Awarded $1.70 Target Price and “Buy” Rating

Tuesday, December 18th, 2007

Recently RedChip reiterated its “Buy” rating and established a $1.70 12-month price target based on a Price-to-Sales ratio of 1.28x on estimated revenues of $39.8 million. The updated report was published soon after Vertical Branding recorded its fifth consecutive quarter of year-over-year revenue growth with sales totaling $9.1 million, a 71% increase from the same period in 2006.

Gross profit from the company’s 3Q 2007 of operation increased 56% to $5.2 million. Even though the gross profit experienced a large increase, margins fell 5% to 58%. The decrease was reported to be a result of the shift from transactional marketing to retail distribution channels. On a sequential basis, operating and net margins contracted by 3.3% and 2.7%.

RedChip Analyst, Tony Telan, MBA, stated, “We believe that going forward the Company will continue to successfully execute on its strategy of integrating advertising methods used in the transactional marketing business to drive product sales through its retail distribution network. Management has stated that its plans for continued development of the retail distribution segment is key to delivering shareholder value.”

“At a current price of $0.54, VBDG trades at a P/S multiple (ttm) of .38x, which is significantly lower than the average of its industry peers, Bare Escentuals (NASDAQ: BARE); NutriSystem (NASDAQ: NTRI); and Nautilus, Inc. (NYSE: NLS), which trade at P/S multiples of 4.0x, 1.1x, and .30x, respectively. VBDG successfully differentiates itself from competitors through its Return on Investment (ROI) marketing strategy, continuity offers and proprietary retail distribution channels. We believe that VBDG’s multi-channel distribution, proven business strategies, and consistent quarter-over-quarter revenue growth warrant a higher valuation that is more in line with its peer group,” he added.

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RedChip Featured Company: Vertical Branding, Inc. (VBDG.OB) Continues Delivering Strong Financial Results

Tuesday, September 18th, 2007

Vertical Branding Inc. reported strong Q2 results with revenues increasing 286% from $2.3 million in Q2 2006 to $8.6 million, while gross margins also improved. Red Chips believes that the company’s revenue growth and margin expansion has been caused by strong sales of its products.

In Agust of this year, Vertical Branding announced a strategic alliance with a leading international sales and distribution company to market and distribute its ZORBEEZ brand product line in over 40 countries around the globe. The agreement is an example of the company’s strategy to utilize multiple channels of distribution.

In RedChip’s analyst report, the research firm stated, “VBDG has demonstrated its ability to successfully cultivate and distribute products through various channels and continues to deliver solid top and bottom line growth. Sound fundamentals, a savvy management team, and current price levels make VBDG a compelling investment opportunity. We are maintaining a “Buy” rating and assigning a new twelve month price target of $1.70 based on 1x trailing twelve months revenues which is more in line with the peer group.

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RedChip Issues Research Update on Vertical Branding Inc. (VBDG.OB)

Tuesday, June 12th, 2007

RedChip Visibility, a division of RedChip Companies, Inc. recently reported that it has issued a Vertical Branding Inc. (VBDG.OB) research update. 
Tony Telan, MBA, RedChip Research Analyst, wrote in the report that, “First quarter results, notably EBITDA $1.3 million and net income $492,000, affirm our position that the Company is executing well on its business model and will continue to experience robust growth.

The first quarter of 2007 marks the Company’s second consecutive quarterly profit. Earnings per share for the quarter were $0.02 compared to a loss of $0.07 per share for the same quarter of 2006.

In summary, RedChip believes that VBDG offers a compelling investment opportunity. We expect the Company to deliver on our estimated 2007 revenue and earnings projections. Our twelve month price target of $4.71 is significantly higher than the current price and offers patient investors an opportunity for triple digit gains.

RedChip Companies is an international small-cap research and financial public relations firm with offices in Beijing and Orlando and affiliates in New York and San Diego. RedChip delivers measurable results for its clients through its extensive international market expertise as well as its comprehensive platform of products: RedChip Research(tm), Traditional Investor Relations, Digital Investor Relations, Institutional and Retail Conferences held throughout the United States, and RedChip Radio(tm). Let us hear your thoughts below:

Red Chip Awards Vertical Branding, Inc. (VBDG.OB) with a $4.71 Price Target

Thursday, June 7th, 2007

Vertical Branding is a company which utilizes an integrated vertical marketing strategy for all its products. It has established retail, catalog, and international product distribution channels in addition to using a variety of media channels.

The company’s revenue and earnings growth have been rapidly increased by its new product lines. The management is focused on servicing the market for existing products and brands for the remainder of this year.

Vertical Branding’s proprietary line of beauty and anti-aging products is believed to grow into an evergreen retail item, because the company is well regarded in the industry.

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Red Chip Features: Vertical Branding, Inc. (VBDG.OB)

Monday, May 14th, 2007

Vertical Branding is primarily focused on developing real estate properties, and provides financing and management services to the medical industry. Through its subsidiaries the company operates as a consumer product branding, marketing, and distributing company in the United States.

Today they announced that a conference call will be hosted on Tuesday, May 15, 2007 at 4:15 p.m. EST to review their first quarter financial results.

Anyone interested is able to participate by calling 866-362-4831 domestically or 617-597-5347 internationally. A recording of the conference call will be available two hours after the event is over by dialing 888-286-8010 domestically or 617-801-6888 internationally, and then entering the following pass code: 32769458

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