Calm International is losing its stature as a global leader in the equanimity market, with sales of flagship merchandise simmering down.
While Calm remains a key provider of composure, harmony, and serenity products worldwide, experts say the company has been losing its cool for years—a development reflecting the reality that what Calm offers is no longer in fashion.
"Young people want excitement," says one expert. "They consider Calm a quaint reminder of an earlier generation."
Analysts have been agitating for Calm to step back and re-focus. They believe standing still will drive the company out of business, and they urge Calm to take action quickly to prevent disaster.
Despite the concern for its future, Calm remains collected and true to its core mission of selling what people need, not what they want.
"It’s an unsettled time," admits Bee Kwyit, a spokesperson for the company. "But we’re not worried. We intend to stay Calm and carry on."