Page 66 - AVN July 2018

FEATURE |
BRAND BUILDING
Changes under way with new leadership at Pipedream Products
Matthew Matsudaira isn’t wasting any time in starting
to change the culture at Pipedream Products. In the few
weeks since he took over as the first new CEO in more
MNew CEO Matthew Matsudaira brings the staff together for a team huddle. Photo by Pipedream photographer Farley Magadia.
“I HAVE LED BILLION-DOLLAR BUSINESS UNITS
AND THE FRAMEWORK STAYS THE SAME, WHETHER
than two decades at the pleasure products manufacturer,
I’M SELLING LUXURY RETAIL PRODUCTS, SOLVING
he has started hosting daily team huddles, where
staff members spend 15 to 30 minutes every morning
TOUGH PROBLEMS WITH TECHNOLOGY, OR SELLING
FEATURE | By Sherri L. Shaulis
discussing current and future projects, key developments
DOG FOOD.”
in each department, and more. He’s ensured the building
—MATTHEW MATSUDAIRA
that houses the offices received a fresh coat of paint, and
other cosmetic changes are on tap for inside.
Some of the changes come from his experience
with major mainstream companies, including
Chewy.com, Nordstrom and Amazon, while others are
gut instincts based on his observations of the company
and the pleasure products industry. He still observing—
he assumed his new role on May 8 after only 60 days with
the company and in the industry as a whole—but his
employees already seem receptive.
“There’s a shift,” said Patrick Lyons, vice president of marketing for the company. “The aim now is to
foster growth in employees.”
In addition to a promote-from-within attitude—evidenced by the recent elevation of Kristian Broms
from vice president of design to chief design officer—there is also a move to use employees’ interests and
skills to better themselves, their departments and the company, Lyons said. There are now plans to use
more research and rely on statistics, customer feedback and more for product development, as opposed to a
“design it and hope they come” approach.
“People are the upside of the business, and I want to see our people disrupt the way things have always
been done,” Matsudaira said. “I know we have the team to do that.”
66 | AVN.com | 7.18