When FoxPro started gaining traction and moving into major retail, their products were still being shipped in basic cardboard boxes with loose fill. It worked for fulfillment, but it completely missed the opportunity for in-store visibility, branding, and retail conversion.
As President & CEO of Enter360, I led this transition end-to-end. I worked directly with FoxPro to define the strategy, pushed for a move to fully designed retail packaging, and led execution across my internal team as well as external manufacturing, print, and logistics partners.
This wasn’t a quick decision. There was resistance around cost and complexity, and I had to make the case that packaging wasn’t just protection – it was one of the most valuable marketing surfaces they had, especially in high-traffic environments like Bass Pro and Cabela’s. Without it, they were leaving brand exposure and sales on the table.
From there, I led the development of packaging systems, managed production with Canadian partners to control cost and quality, handled cross-border logistics into the U.S., and extended the work into in-store displays so customers could physically engage with the products. I also supported trade show rollout, including their early presence at SHOT Show.
The result was a complete shift from improvised packaging to a retail-ready system that increased visibility, supported national distribution, and helped position the brand for long-term growth.
