The company behind the Solo Stove just got delisted from the New York Stock Exchange after its stock was trading at an ‘abnormally low price’

Solo brands, the direct manufacturer of external stoves, kayaks, and swimming clothing, were removed from the New York Stock Exchange after its stock traded at “'abnormally low price' levels,” according to aFiling the SEC.

The brand of external equipment went public in 2021 amid a wave of IPO activity from Buzzy DTC brands such as Warby Parker and Allbirds.

• The latter was narrowly avoided a similar fate in April, when Nyse A released A Warning With the sustainable brand of footwear it needs to raise the price of stock or risk to be booting from the exchange.

Delisting is just the latest setback for solo brands. Earlier this month, the brand warns with a10-K filingthat “our financial status increases a great deal of doubt about our ability to continue as a remembrance.” The warning came to the heels of the company that had a net loss of $ 113.4 million in 2024, and a gathered shortage of $ 228.8 million. Net Sales also fell 8.1% at the time.

In addition to a possible debt adjustment, it is an exploration of operational improvements such as a reduction in the workforce and the closure of selected distribution centers.

Temporary President and CEO John Larson told shareholders in March that the solo brands were conducting a planning plan to restore the company to profitability and growth. While former CEO Chris Metz has made similar promises toFix the businessAround the same time last year, this latest plan requires overhaul of cost structure, marketing strategy, and pricing and promotion techniques, as well as creating a “metric-based culture to monitor performance in real time.”

Emphasis on metrics and feedback marks a refinement of brand marketing strategy, which underwent fire in early 2024 after a brand -high -profile brand collaboration with rapper Snoop dogg failed to boost sales. This led to the ouster of noon-CEO John Merris-even if campaign merits werestill debateIn marketing circles.

“Although Snoop's ads created great brand awareness last year, we work to better spend a position to be better and tied to the outcomes that align with our goals,” CFO Laura Coffey said in a recent income call.

As Larson mentioned, marketing is “our single largest expenditure item line,” to raise the stakes for the right approach.

This report is Originally published ni Retail Brew.

This story was originally featured on Fortune.com