Management are treating shareholders like school children. This...

Management are treating shareholders like school children. This group blatantly changed their strategic direction and walked away from "traditional retail" to chase the world changing "hybrid" DTC channel. Now they are claiming the positive performance of the "retailer" marketplace (Best Buy etc.) as part of their "diversified" strategy. Management got it terribly wrong and now expect shareholders to swallow this rubbish. The reality is that NUH would be in such a more positive place if it didn't abruptly switch strategy and kept its focused on retail rather than silver gilded dreams/ego stroking of becoming a world force in the prescribed/specialised hearing channel.
DTC should (and continue to be) have been a second tier strategy as it takes time and a bottomless bucket of cash to fund reach/transacting. The ROI on this channel is traditionally extremely poor and costs are never ending. To date the return has not reached self funding mass and sales $'s v marketing $ spend is appalling. Retailers provide an already established and trusted platform to trade from. Not to mention consumer confidence, customer mass, marketing, online presence etc. etc.

There is a reason that they have so much stock available.. they haven't sold what they forecast, but they positively spin it as "we have stock when others don't". I truly wish that the Share registry was slanted differently it would be nice to move these "creators" on. That is the issue a lot of the time.. emotions. These guys are far too emotionally attached to their dream rather that the market opportunities and can't even put their hand up when they get it wrong.

The worst though is the BS they try to spin.. their like first year charlatans in nappies!
"diversified strategy" the channel we chose not to focus on is now our cash cow.. oops!
"we have stock now.. others don't".. we haven't sold what we thought we would!
"NUH well placed to grow".. we haven't met expectations but we hope to!
"H1 21 sales up 27% to $2.97m"..even considering the $3.6 OEM inputs we are down, oh and please don't ask us about margin contribution!
"+12% ASP".. we launched a new product with a higher price and positively affected our ASP. Please don't ask me for like for like unit sales PCP break down.

May seem harsh but I have held this opinion since they changed direction and unfortunately so has the share price perfomance!

Some one by this business before management send it down the creek.

My position is "Held".. cant afford to get rid of them and am now holding out for a T/O