Sonic Technology Teams Up With American Warehouse to Fuel Growth
Sonic Technology is a family and employee owned manufacturer of a wide variety of products. Their exciting product lines include the SuperEar®, LoudandClear™, spAIRtray™, Rodent Repeller, BugBuster™, ElectroSensor™, and more. Arguably the most beloved product is the SuperEar®. Originally concepted to be a bird watching tool, the SuperEar—although technically not a hearing aid (it is a personal sound amplifier)—has found popularity in helping people with mild to moderate hearing loss
Sonic Technology attributes the success of their business on their affordable and effective product lines that make a positive difference in the lives of their valued customers.
The company sells around 40% of their products direct to consumer on Amazon. Their secondary channel is through distributors to healthcare and hospital systems.
Right as the COVID-19 pandemic was looming, Sonic Technology was in the market for a new logistics partner to support their west coast distribution. After meeting and touring with three facilities, they chose American Warehouse. They appreciated American Warehouses’ straightforward approach, the connections they had, and that they too were a family owned business.
Like for all manufacturers, the pandemic negatively impacted manufacturing and distribution. Sonic Technology’s factory was shut down for three months at the height of the pandemic. This set-back was paired with closed ports and the ripple effect of container shortages, challenges at the western ports of the U.S., and scarcity of truckers. In fact, their biggest selling SKU was on backorder for three weeks.
Like for all manufacturers, the pandemic negatively impacted manufacturing and distribution. Sonic Technology’s factory was shut down for three months at the height of the pandemic. This set-back was paired with closed ports and the ripple effect of container shortages, challenges at the western ports of the U.S., and scarcity of truckers. In fact, their biggest selling SKU was on backorder for three weeks.
Will Robertson, CEO of Sonic Technology, knows there will be issues when it comes to warehousing and distribution. “Rick and American Warehouse’s approach to that is excellent, very responsive, and willing to work with the situation,” said Robertson. As two problem-solving oriented businesses they worked together to ensure both businesses kept moving forward during tough times.
“I’ve been really pleased with our business relationship with American Warehouse,” said Robertson.
Robertson said they are still working through the impacts, but being small and nimble has allowed them to weather the storm. He offers kudos to his team, and especially their inventory manager, for seeing the signs and addressing issues proactively.
Sonic Technology is now on the growth path. With the worst behind them, they are looking to double the business in the next 2 to 3 years. The FDA has approved over-the-counter (OTC) hearing aids, changing the landscape and opening up new lines of business for their products. Expect to see new devices and products lining new shelves as Sonic Technology continues their growth trajectory and furthers their mission to help their customers lead a more comfortable life.
