Business comebacks: 3 brands that bounced back to success
From Lego to IBM, explore the top 3 business comebacks that went from near-collapse to global success. Here is how these iconic brands reinvented themselves and rose to the top!
In the business world, a company's rise from failure to success is nothing short of inspiring. Whether they’ve faced financial collapse, or shifting market trends, very few companies have managed to revamp themselves and make incredible comebacks.
These “rags-to-riches” stories are a testament to businesses' resilience and ability to pivot and adapt. Here are 3 of the most remarkable business comeback stories!
Top 3 brands that went from rags to riches again
1. Lego: From bankruptcy to becoming iconic
In the 1990s, Lego was one of the most popular toy brands in the world, but the company soon started struggling. It was losing touch with its core market, children were glued to screens, and the product lines were becoming too complex.
By 2003, the situation had worsened to a staggering $300 million loss, and the future of Lego seemed bleak. Enter Jørgen Vig Knudstorp, the visionary new CEO who would lead the company back to its roots. With a renewed focus on nourishing creativity through simple, imaginative play, Lego began to streamline its offerings, emphasizing quality and innovative design.
Lego streamlined its product line and renewed its emphasis on quality and design. It also made a significant push into digital media. Today, Lego is profitable and one of the most beloved toy brands in the world.
2. Converse: Reviving a classic
Converse, known for its iconic Chuck Taylor sneakers, has had a long and storied history. After decades of dominating the athletic footwear market, Converse hit a significant slump in the 1980-90s. The rise of more athletic shoe brands like Nike and Adidas left Converse in the dust, and the company faced declining sales and relevance.
Converse made a dramatic comeback after it was acquired by Nike. The company revived the brand and focused on capitalising on its retro appeal, bringing back the classic Chuck Taylor sneakers in new colours and styles to appeal to younger generations.
Converse also struck collaborations with high-end designers, helping to modernise the brand and create a cultural resurgence. Today, Converse is once again a leading brand in the fashion and footwear industry.
3. IBM: From mainframes to the cloud
IBM’s comeback is a remarkable example of how a company can pivot to stay relevant in a fast-changing technological landscape. Once a dominant force in the mainframe computer industry, IBM struggled in the 1990s as the personal computer revolution took off and its traditional hardware business declined.
In 1993, the company reported an $8.9 billion loss and many feared IBM’s best days were gone. But instead of clinging to its old business model, IBM made a bold move to reinvent itself. Under the leadership of CEO Louis Gerstner, IBM shifted its focus from hardware to software and services.
Today, IBM is a leader in cloud computing, artificial intelligence, and quantum computing, and it continues to innovate in the tech world.
The takeaway
These 3 popular brands demonstrate that even the most established businesses can make remarkable comebacks when they adapt to market shifts and stay true to their core values. Whether by embracing new technology, revitalising a classic product, or shifting business models entirely, these companies prove that resilience, creativity, and a willingness to change are the keys to surviving in the business world. Their stories serve as a powerful reminder that failure is often just the beginning of the next great success.
