It’s time to wash away 2020! Who’s with me?

Last year was unbelievable. Like you, I hope we never have another year like 2020 ever again. My heart goes out to everyone that has been impacted in so many ways. And, I offer my sincerest gratitude to all front-line workers who have worked tirelessly to care for so many.

As we put 2020 behind us, I would like to take a moment to look back and share some of our own ups and downs, and a sneak peek at what we have planned for 2021.

I started the year by making the difficult decision to close three of our stores. It was hard to say goodbye to members of our Soap Squad family, but our family grew in other ways. While store sales were down the first half of the year, I was fortunate to see our online sales grow. To keep up with the increased demand, I added new team members to our distribution center in Southwest Florida. I’ll end the year with more employees than I started with in January, and for that, I am grateful.

Just like many other companies this year, Naples Soap Co. experienced numerous supply chain issues. Thankfully, these problems could have been much worse. When I founded Naples Soap Company in 2009, I decided that all Naples Soap Co. products would be made in the USA. While other retailers struggled with imports and empty shelves, we continued to not only make our core products, but I added new products, as well.

For those of you that have been shopping with me for years, you know my company’s humble beginnings. I opened Naples Soap Co. with a 300 square foot store in Tin City where I was Chief of Sales, Chief of Marketing, Chief of Operations and Chief of Everything Else, including sweeping the floors. I’ve been fortunate over the years to add great talent to my team, and this year was no different. In the spring, I hired Navy veteran, Jay Border, as my Chief Operating Officer. Jay has taken over much of the daily operational responsibilities and has already made a significant impact in improving the way we do business.

I can now spend my time doing what I do best… innovating new products. I’ve been super busy creating lots of new skin and hair care. I am thrilled to share that in 2021, I’ll be launching a natural deodorant line, our own sunscreen products, hand and body lotions, shower gel, bubble bath, shower oil, and tinted lip balms. I’ll be expanding my line of essential oils to allow you to blend your own custom scents. And last but not least, I’m continuing to grow our line of gift sets. We’re gearing up for Valentine’s Day and Easter right now, and I can’t wait to share these gift collections.

Although this year was chock-full of challenges, it also came with many valuable lessons. I want to sincerely thank you for your business, your patience, your trust and your support. Here’s to ending the year on a positive and grateful note. Cheers to brighter days ahead.

Deanna Wallin

Founder & CEO

Naples Soap Company

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