Aug. 22 at 1:45 AM
$GPRO @Mister_Adventure I think this misses an important distinction: shipments ≠ demand.
Q2 sell-through fell 38%, but shipments fell 52% as retailers destocked ~120K cameras QoQ and ~228K YoY. Meanwhile, GoPro’s own inventory rose to
$86.7M.
That matters given its liquidity constraints. GoPro has disclosed that manufacturing changes require it to fund more inventory/components upfront, increasing working-capital needs.
So the numbers could reflect weak demand + channel destocking + constrained liquidity, not simply consumers abandoning action cameras.
Retailers can’t destock forever. Once channel inventory normalizes, sell-in should move closer to sell-through.
And MISSION 1 only hit global shelves May 28. We don’t have enough data yet to declare the premium-camera strategy a failure.
