tl;dr: This case demonstrates how AI-driven SKU rationalization enables B2B companies to navigate regulatory disruption without sacrificing growth.
In July 2024, sudden regulatory changes upended the vaping product catalog of Aer-Wsale, a Croatian wholesaler and dropshipper of e-cigarettes and liquids. Overnight, large portions of the assortment were no longer viable, forcing the company to urgently reassess its portfolio and operating model. Quickly, they needed support in how to rationalize a large catalog after regulatory changes.
With more than 10,000 SKUs, multiple brands and suppliers, Aer-Wsale faced a high-risk combination of complexity, compliance exposure, and inventory pressure. The challenge was not only to reduce the catalog quickly, but to do so without damaging service levels, and later, to rebuild with confidence in a highly volatile B2B market.
Aer-Wsale recognized that navigating this disruption successfully would require decisive action grounded in real commercial performance.
The Challenge
The regulatory shift left Aer-Wsale with an oversized and misaligned catalog. This created:
- Excess SKUs no longer aligned with real demand
- Elevated operational and planning complexity
- Increased inventory risk and compliance exposure
The company needed a way to decisively simplify, stabilize operations, and avoid reactionary cuts that could hurt revenue.
The Strategic Shift with Intuendi
To regain control, Aer-Wsale chose to treat the regulatory disruption as an opportunity to reset its catalog strategy, supported by Intuendi’s AI-driven SKU rationalization grounded in real commercial performance.
By analyzing demand, profitability, velocity, and supplier behavior at scale, Intuendi gave Aer-Wsale a clear, data-backed framework to make fast decisions. The team was able to:
- Rapidly identify which SKUs to keep, pause, or exit
- Focus resources on core, high-performing products
- Stabilize the business before re-expanding the catalog with confidence
What could have been a defensive contraction became a controlled reset.
The Results
The impact extended well beyond stabilization:
- The catalog was successfully reduced, stabilized, and strategically expanded
- Revenue grew by over 50% year over year (2025 vs. 2024)
- Operational clarity improved during a period of regulatory disruption
- 80% adoption of Intuendi’s recommendations across planning decisions
Aer-Wsale emerged more focused, more compliant, and better positioned for growth.
The Advantage Gained
As Aer-Wsale restructured its 10,000-SKU catalog under regulatory pressure, Intuendi supported them in replacing urgency-driven decisions with clear, performance based signals. By aligning assortment decisions with real commercial outcomes, Aer-Wsale transformed regulatory disruption into a strategic advantage.
