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2011 People to Know
By: GCI Editors
Posted: January 20, 2011, from the January 2011 issue of GCI Magazine.
page 13 of 14CEO/Owner
Being hired to pull a business back from the brink of bankruptcy might not be the ideal way to enter the market, but it’s something Lisa M. Crary made work for her company, Sanitas Skincare, since taking over in 2003.
“The company actually was on the brink of bankruptcy when I was approached to work with it,” says Crary, whose background is based in finance and investment. “Sales were declining, vendor and customer relationships were strained, and the company was saddled with a significant amount of debt that was growing.”
Crary had been hired in an effort to curb the failing company, and, as it turned out, the company was unable to even pay her. In that void, however, another option presented itself—turning the business over to Crary in lieu of payment.
Though she had reservations due to the company’s financial state, Crary soon came to see Sanitas’ potential. “As I really looked at the product line and the Sanitas message, I began to see the true growth potential of the brand,” she says.