Ep 14. Ashtae Products

The Profit season 4 episode 14, entitled "Ashtae Products," focuses on a hair care company based in North Carolina. The episode begins with Marcus Lemonis arriving at the company's headquarters, where he is greeted by the founder and CEO, LaVarne Burton. LaVarne explains that Ashtae Products has been in business for over 30 years and has built a loyal customer base among African American hair salons.

Marcus is initially impressed with the company's history and reputation, but as he begins to dig deeper, he uncovers a number of issues that are holding Ashtae Products back. One of the biggest problems is the company's outdated branding and packaging, which doesn't appeal to younger customers. Marcus also learns that Ashtae Products has been slow to adapt to changes in the hair care industry, and has fallen behind competitors who are using social media and other digital marketing strategies.

LaVarne is resistant to change at first, but eventually agrees to let Marcus come in and help rebrand the company. Together with Marcus and his team of experts, LaVarne sets about redesigning Ashtae Products' packaging and marketing materials. They also begin to explore new avenues for growth, such as expanding into e-commerce and developing new product lines.

As the episode progresses, Marcus and LaVarne clash over a number of issues. Marcus wants to move quickly and make bold changes, while LaVarne is more cautious and wants to hold onto some of the company's traditional branding. The tension between the two reaches a boiling point when LaVarne is presented with a new logo design that he feels is too radical.

Despite these challenges, Marcus and his team are ultimately able to help Ashtae Products turn a corner. They successfully redesign the company's packaging and marketing materials, and launch a new e-commerce platform that allows customers to purchase products online. Ashtae Products also begins to explore new product lines, such as hair growth serums and natural hair care products.

By the end of the episode, it's clear that Marcus and LaVarne have developed a mutual respect for each other. LaVarne admits that he was resistant to change at first, but that he now sees the value in Marcus' vision for the company. Marcus, in turn, is impressed by LaVarne's dedication to his customers and the quality of Ashtae Products' products.

Overall, "Ashtae Products" is a fascinating look at a company that is struggling to stay relevant in an industry that is constantly evolving. Through the power of teamwork and innovative thinking, Marcus and his team are able to help Ashtae Products chart a new course for success.