Tony Stark's Choice Vape? Synergy Innovation's Strategic Move To Restore Brands' Identity, Lead Market Niche

Synergy Innovation, recently launched as a house of brands, is making waves in the cannabis accessories sector with its acquisition of DaVinci and Eyce. This new venture marks a significant return to original ownership for these brands.

Shauntel Ludwig, CEO of Synergy Innovation, discussed the strategic acquisition of DaVinci and Eyce, emphasizing the company's focus on maintaining brand integrity, catering to distinct market segments, and driving innovation in the cannabis accessories sector to enhance profitability and market share.

Building A House Of Brands

Starting in offshore manufacturing, Ludwig transitioned into the cannabis sector by leveraging her expertise in sales and marketing to help DaVinci grow into a global brand. Reflecting on her 15-year journey with DaVinci, which has seen her wear many hats, including guiding the brand through its acquisition by Greenlane GNLN and now leading Synergy Innovation.

Synergy Innovation aims to restore the founders' vision for their brands while expanding their reach in the cannabis accessories market.

"Our dream is to build a house of brands," Ludwig explained. This vision is about more than just merging DaVinci and Eyce, it's about allowing each brand to shine in its own right. For instance, DaVinci, with its high-end vaporizers, targets a more health-conscious, tech-savvy consumer, while Eyce caters to a more rugged, price-sensitive market.

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Mastering Hardware And Marketing: Would Tony Stark Approve?

When asked about the strategy behind choosing these brands, Ludwig said it's important to let each brand cater to its unique market segment. "One of the mistakes of many cannabis companies is treating all the brands the same," she noted. Synergy Innovation avoids this pitfall by ensuring each brand appeals to its distinct customer base, whether it's DaVinci's "Tony Stark" archetype or Eyce's "outlaw" persona.

"Every single thing that you do for that brand is, 'Would Tony Stark approve of these things?'," Ludwig added.

Importance Of Compliance And Quality

Ludwig highlighted the critical role of compliance and quality in the vaporizer industry, particularly given the high temperatures involved in vaping. She stressed the importance of rigorous testing and maintaining strong relationships with suppliers. "You have to make sure your materials are to spec and that the device is safe for consumption," she said, advising against cutting corners in the supply chain.

In terms of technology, Synergy Innovation is actively exploring the use of quartz in its devices, with a strong emphasis on creating safer and more efficient products. Ludwig highlighted the challenges associated with using quartz, particularly its tendency to overheat, which the company is working to overcome. "We're high right now on building everything with clean first tech," Ludwig said, referencing their commitment to ensuring that all materials used meet stringent safety standards.

In terms of compliance and quality, Synergy Innovation adheres to Good Manufacturing Practices (GMP). Ludwig noted that GMPs are crucial to ensure all materials, processes, and designs are up to the highest global safety standards.

Exploring New Markets

Looking to the future, Ludwig expressed interest in expanding into new market segments, potentially targeting the "creator" archetype with high-quality, low-cost products. This move could fill a gap in the market currently dominated by low-quality, mass-produced items.

Also Read: Who's Who Among Cannabis Hardware & Vaping Suppliers? Zuanic & Associates Take A Deep Dive

Global Reach And Market Focus

Synergy Innovation has a strong global presence, particularly in the EU, Australia and Canada. Ludwig said the U.S. remains a key market, with California, New York, Florida and Texas leading in sales. However, the company is also focused on educating consumers in states like Utah, where vaporization is the only legal method of consumption​ and in Ohio.

Looking Ahead

As for the future, Synergy Innovation is working on several new products, including innovations that have been years in the making. Ludwig hinted at exciting developments in both DaVinci and Eyce, with plans to expand their global footprint further. While DaVinci continues to focus on refining specific features, Eyce is exploring more frequent design updates to cater to its market.

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Photo: AI-generated image.