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Shauntel Ludwig envisioned taking her vaporizer brand, DaVinci to new heights when she sold it to cannabis distributor Greenlane Holdings. She bought it back two year later, hoping to breathe new life into a struggling business that she built from scratch.

Ludwig, the CEO of Synergy, has taken on the rebuilding not only of DaVinci but also of the Eyce Brand, which both suffered under Greenlane’s control.

Ludwig said, “We are here to fix it.” Green Market Report. “Both brands are strong on their own.”

In 2011, she co-founded DaVinci, which began her journey into the cannabis accessories industry. Over the course of 15 years, Ludwig has helped the brand become a respected name within the accessories industry.

After years of success, including expansion to global markets, Ludwig, her partners, and their company decided to sell Greenlane in the year 2021, hoping that the brand “would really blossom into what it can be,” she said.

After a decade of growth, Greenlane’s resources would be able to propel DaVinci to greater heights.

Ludwig said that Greenlane “tried too much too quickly.” “We began to wonder if we didn’t have enough horsepower to reach this $200 million company.”

Things started to unravel quickly. She said that “right after the acquisition there was this perfect storm” where things started to go wrong. Operational failures including a botched ERP implementation, combined with Greenlane’s ambitious, “too big to fail” expansion plans led to the near-collapse of DaVinci and Eyce.

“Customer service fell apart, global inventory fell apart,” Ludwig recalled. The Eyce brand lost valuable shelf space after nearly a year of not purchasing inventory.

Ludwig and her partners bought the brands in 2023 due to mounting issues. Ludwig, now CEO of Synergy, is focused on restoring trust and revitalizing product lines.

The company has already launched a brand new product, IQ3, in the DaVinci line. Ludwig is also looking at ways to diversify Eyce’s brand offerings and expanding into the concentrate market. She revealed that Synergy Innovation has already signed two deals to expand its product portfolio.

The road to recovery has not been easy. In the first month following the company’s regaining of control, it had to deal with a backlog in customer service issues. This included the replacement of over 700 outstanding warranty claims.

Ludwig said that she personally contacted dozens of customers to reassure them that “the founding team is back at the wheel.”

Ludwig has learned a lot about resilience and adaptability.

She said, “I would have structured the deal differently if I were to change anything.” “We would have taken the same stock because after what, now, four Reverse splits “That’s not worth a thing.”

She said that she is focused on maintaining the entrepreneurial spirit and steady growth that helped her create DaVinci.

The CEO’s goal is to create a “house” of brands in the cannabis accessories market, leveraging the expertise and experience of her team in product design and innovative thinking. To that end the company is focused on hardware manufacturing and not expanding into hemp or cannabis products.

Ludwig said, “We’re starting strong.”