Licensed Brand Portfolio Success

Written By Kara Lineal

InGEAR Corporation | Product Designer | 2003 - 2005

Challenge

Soft goods manufacturer needed to maintain category leadership at major mass retailers (Walmart, Target, Kohl's) for licensed brand portfolio including Champion, Spalding, Hummer, Eddie Bauer, and Coleman. Required innovative packaging and merchandising solutions to stand out in crowded retail environment.

Strategy

Accountable for product and merchandising design for licensed brand portfolio across luggage, sports bags, backpacks, lunch boxes, and coolers. Collaborated with suppliers in China and USA for printing, packaging, and manufacturing. Developed innovative packaging structures to maximize shelf space and value.

Results

Became luggage category captain at Walmart with multiple top-selling value sets generating $25M annual sales. Created packaging template implemented as private label brand standard for all Walmart luggage suppliers (2004-2005). Launched new-to-industry sports bag packaging structure adopted as standard by Target and Kohl's, generating $10M first-year sales.

Kara Lineal

Kara Lineal is a marketing executive with 20+ years leading growth and digital transformation across B2B, B2C, and D2C companies. She most recently built an AI-powered grant research system and collaborative calendar for a nonprofit women's shelter, replacing a manual research process and freeing the team to focus on work that requires human judgment. She holds a Johns Hopkins Certificate in Agentic AI and serves on the board of Hannah Center, a nonprofit supporting women and children facing hardship.

Connect on LinkedIn →

Previous

Award-winning Consumer Electronics Innovation
Next

Product Differentiation in Commoditized Category