For Flex Seal, the expanded deal centers on converting raw sell-through data into leverage during merchant negotiations. By tracking performance at the SKU level, the company’s sales teams now approach retailers with precise evidence of their competitive standing, allowing them to push for broader distribution even outside of traditional review cycles.

This data-centric approach extends to the company’s research and development arm. By analyzing real-world shelf dynamics and price tiers, Flex Seal aims to launch products with higher accuracy and lower risk, effectively pruning its innovation pipeline of categories that lack growth potential. CEO Phil Swift noted that the partnership provides the clear intelligence necessary to maintain a competitive advantage in a fast-moving market. Datavations founder Philip Odelfelt added that the manufacturer’s strategy focuses on using these insights to anticipate market shifts rather than merely reacting to historical performance.