Case study: How a fitness wearable brand transformed its supply chain to compete effectively
Growing a global brand despite complex supply chain challenges
A leading global brand in the fitness wearables market was scaling fast in 2017. In fact, it had become a household name. Unfortunately, its supply chain wasn’t keeping up. So, when a shortage of passive components hit in early 2018, the situation worsened.
The shortage of passive components—like capacitors, resistors and inductors—was primarily caused by unprecedented demand from growing sectors like automotive, IoT and industrial markets, coupled with limited manufacturing capacity. This led to extended lead times, increased prices and some component manufacturers discontinuing less profitable product lines.
“It forced us to think about our entire supply chain. We were holding too much inventory, and we were dealing with over 140 distributors. Because we did not have the right processes set up, we were in a big mess,” said Abhijit Supekar, the company’s sourcing leader.
With contract manufacturers (CMs) spread across Asia and the Americas, the company faced growing pressure to streamline operations, reduce risk and gain real-time visibility into its inventory. Its existing multi-partner approach caused inefficiencies, delayed escalation processes and made it difficult to focus on strategic growth.
It needed more than a logistics provider. It needed a strategic partner to simplify complexity, deliver consistent execution and scale with its ambitions. As it seemed everyone was counting steps and measuring heart rates, the device maker sought out a partner to take them to the next level.
Enter Avnet supply chain services and its one global distribution partner approach. It was just the solution the customer needed. Beyond the forecasts, BOM reviews and risk mitigation discussions, open communication with their dedicated account manager and Avnet’s supply chain director made the most difference, he said.
“At times, my asks would be unreasonable. It was nice of them to tell me why it was unreasonable and then help me navigate back to reality and, in fact, find a better way,” Supekar said.
“It was a professional, ethical relationship, but also personal…We may disagree at times, but we definitely have each other's backs…It was very close-knit from that perspective. These things matter because, you know, it's not just about making money. It matters how we make it and how we keep our own sanity along the way.”
The Avnet solution: One global partner, total visibility
Avnet and Supekar co-designed a unified, global supply chain solution designed to meet the customer’s evolving needs. The program was built on four foundational pillars:
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Global strategic hub model
Avnet unified the customer’s fragmented supply chain into a single global distribution system. With regional support from the U.S. and Asia, the phased migration guaranteed smooth execution across time zones and manufacturing locations.
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Supply assurance and risk mitigation
Avnet adopted a strong planning approach that included forecast-driven inventory pipelines, buffer stock strategies and a proactive escalation process. This reduced supply gaps, cut down on spot buys, and helped prevent excess and obsolete inventory claims, delivering supply assurance and resilience.
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Real-time visibility and reporting
Through Avnet’s integrated systems, the customer and its CMs gained real-time access to global order data. This transparency enabled faster issue resolution, led to better planning and reduced burden on the customer’s internal teams.
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Dedicated program managers
Avnet assembled a cross-functional team of sales and supply chain program managers, engineers and customer service specialists who worked as an extension of the customer’s global team. These experts provided market insights, macro trend analysis and hands-on support to ensure alignment with the customer’s goals.
The Avnet advantage
- Time-to market support
Early involvement from concept to design - Supply assurance
Planning methodology and execution to minimize supply gaps - Our people
Dedicated support teams enable focus on more strategic imperatives - One global partner
Leverages efficiencies as you scale
Results: Efficiency, agility and strategic focus
The impact of Avnet’s solution was immediate and measurable, Supekar said. They were:
- Lower inventory on hand: Forecast-driven planning reduced excess stock and freed up working capital.
- Reduced operating expense: Fewer escalations and streamlined operations cut administrative and logistics costs.
- Improved cash flow: Better inventory turnover and fewer spot buys enhanced financial agility.
- Avoided tariffs and expedited freight: Regional hubs and proactive planning helped the customer sidestep costly last-minute shipping and import fees.
These results demonstrated that the customer’s supply chain was no longer a bottleneck to growth. Rather, it became a competitive enabler in the globally crowded wearables space.
What began as a crisis evolved into a blueprint for resilience. By consolidating distribution, embedding Avnet as a strategic partner, and implementing a global hub model, the customer created a supply chain capable of navigating both volatility and growth. This allowed for more time to focus on innovation, product development and market expansion.
“The lesson is clear,” Supekar said. “Visibility, flexibility and availability are the foundation of a resilient supply chain. With Avnet, we achieved all three and transformed our operations in the process.”
Industry insights: Why this matters now
In 2025, the consumer electronics and wearables industry is navigating a perfect storm of disruption and opportunity:
- Worldwide, the instances of natural disasters are increasing, and they are imposing supply chain disruptions at an alarming rate. A recent supply chain risk management analysis by Everstream Analytics shows a nearly 75% uptick in weather events from 2000 to 2019 compared to the previous 20 years.
- Geopolitical instability and shifting tariff policy mean the electronics industry must be more agile than ever and keep a close eye on the forces affecting the innovation cycle.
- Supply chain risk management is no longer a nice-to-have. It’s essential to protect profitability and growth. Here’s advice on how to thrive in uncertainty.
Avnet’s model is built to address these realities by delivering the flexibility, visibility and strategic alignment that today’s electronics brands need to stay competitive.
What’s next? Building the future together
Avnet supports its customers through quarterly business reviews, digital enablement and strategic alignment sessions. As the customer’s business evolves, Avnet helps optimize the supply chain through:
- Strategic reviews and continuous improvement
- Enhanced analytics and forecasting tools
- Deeper integration with engineering and procurement teams
Together, we’re proving that with the right partner, supply chain complexity can become a competitive advantage.
