Female CEO of 3 Niche D2C Brands – PE investor backed – Alix James – EP49

“Companies can increase the equity value and borrowing power that they have by growing and paying down the debt that was used to buy them.”

Are you familiar with the process of companies joining private equity or being acquired instead?

In this episode of the Page One Podcast, Luke Peters speaks with Alix James, the accomplished CEO of Nielsen-Kellerman company that is a designer and manufacturer of weather stations. She talks about why Nielsen-Kellerman joined private equity and later acquired three different companies to be run under the same umbrella. 

Listen in to learn how COVID-19 has affected both their supply and sales as a manufacturer.

Key Takeaways:

  • The work that goes into getting acquired business run smoothly after closing the deal.
  • The impact of COVID-19 on the supply and sales of manufacturers in the US market.
  • How to be smart as a business when planning for the future post-Coronavirus.
  • How to manage and market for different companies under the same umbrella.

Episode Timeline: 

  • [0:34] Intro
  • [2:05] She talks about the birth of Nielsen-Kellerman company and what they do.
  • [3:50] She explains why they joined private equity when the business was roughly 30 years old.
  • [6:04] How they were able to acquire some businesses after joining private equity.
  • [8:34] How they are working towards separating all 3 company domains and the benefits of it.
  • [9:54] The effects of COVID-19 on their supply chain since they outsource electronics from China even though it’s not one of their major problems.
  • [13:09] How Ambience weather products sell directly to consumers and the cost that the consumer should expect for the products.
  • [16:23] She explains how the COVID-19 has affected the variability of sales.
  • [19:20] How they’re planning for the future Post-COVID.
  • [26:54] She talks about the scope and size of the NK company and the recognition they have received from their clients.
  • [30:12] The management strategies for each of the companies under the NK umbrella.
  • [35:16] She gives the percentage of the varied sales they make on amazon and directly.
  • [38:05] How brand familiarity is working for them in online marketing.

Relevant Links:

Website: https://nkhome.com/

LinkedIn: https://www.linkedin.com/in/alixjames/

Email: ajames@nkhome.com