Case Study: Self-Cut System - Growing After the Walmart Launch
The Self-Cut System (SCS) wasn’t born in a boardroom—it was born out of frustration in founder Ryford Estores’ own bathroom. He wanted an easier way to cut his own hair and knew millions of men were facing the same challenge. His solution—the 360° Self-Cut Mirror—gave customers confidence and independence by making at-home grooming simple and effective.
In 2020, the pandemic created the perfect environment for the brand’s rise. With barbershops closed, demand for self-grooming tools skyrocketed. SCS entered Walmart’s 2020 line review and launched in 750 stores in 2021. The timing couldn’t have been better: the brand generated over $500,000 in POS sales in its first year, proving both the need for the product and the strength of its message.
The first year generated just over $500,000 in POS sales. Strong results and reliable execution laid the foundation for growth.
“Cutting your own hair is more than a convenience - it's about confidence, independence, and saving time. That message really resonated with customers during the pandemic, and it still does today.”
— Ryford Estores, Inventor & CEO of Self-Cut System
This is the story of how Self-Cut System turned short-term momentum into long-term growth.
The Challenge: Sustaining Momentum After the Initial Launch
Success during the launch was one thing—but sustaining it afterward was another. As barbershops reopened and grooming choices expanded, SCS faced two major challenges:
• Maintaining demand once the urgency of the pandemic faded.
• Proving it could be more than a one-product wonder at Walmart.
The real test became not just getting on Walmart’s shelves but earning long-term growth and expansion in a competitive retail environment.
The Approach: Partnering with Retail Experts
1. Building the Right Team
SCS partnered with NOR-Dell, a Walmart-focused sales representation firm, to bring deep retail expertise and flawless execution. This gave the brand the guidance and systems it needed to succeed at scale.
" Entrepreneurship taught me early; you can't do it alone. Having the right partners isn't optional - it's essential."
— Ryford Estores
2. Leveraging Social Media & Community
SCS had already built a loyal community online. Through strong social media presence and customer engagement, they kept momentum alive by positioning self-haircuts as a lifestyle, not just a temporary solution.
3. Mastering the Fundamentals
Walmart rewards reliability, so SCS doubled down on operational excellence:
• Forecasting & Planning: Weekly collaboration with Walmart and supply chain partners.
• OTIF (On Time, In Full): Averaged 99%.
• Safety Stock & Risk Management: Maintained inventory buffers to avoid out-of-stocks.
• In-Stock Rates: Held steady at 99% across all SKUs.
“At Walmart, you earn growth by being reliable. Numbers don't life - if you can forecast, deliver, and stay in-stock, the opportunities will follow.”
— Ryford Estores
The Results & Impact
From 2021 to 2025, Self-Cut System turned its initial success into sustainable growth:
• Distribution: From 750 stores in 2021 to 3,400+ stores in 2025.
• Assortment: Expanded from one item (mirror) to three strong-performing SKUs (Mirror, Combo Kit, Pro Clipper).
• Sales Growth: From just over $500K in 2021 to a projected $5M+ in 2025.
“I didn't just want to sell a mirror. I wanted to build a brand that could provide everything a customer needs for their own their grooming routine. What keeps me going is knowing we're giving people freedom, confidence, and control over their own style."
— Ryford Estores
Key Takeaways for Other Brands
The Work is Just Starting When You Get In the Door
• Landing Walmart is just the start – growth comes from flawless execution.
• Invest in expertise – strong partners are essential for navigating big retail.
• Excel at the basics – forecasting, OTIF, and in-stock rates build retailer trust.
• Leverage brand strengths – community and social media can sustain demand.
• Earn expansion – Walmart rewards consistency and reliability.
Self-Cut System’s journey proves that timing may open the door, but execution keeps it open. What began as a pandemic-driven breakthrough became a multimillion-dollar retail success story thanks to discipline, strong partnerships, and a clear brand vision.
