08/14/2026
I owe our customers a candid update.
Over the last year and a half, Prima has not operated at the level you should expect from us — particularly when it comes to delivery times and communication.
That falls on me. It weighs heavily on me that I have let people down.
I allowed myself and the business to become stretched far beyond what I could effectively manage. I kept believing that if I just worked harder, stayed later, and pushed a little more, I would eventually catch everything up.
Instead, I created a cycle where I would give someone an optimistic shipping estimate, fall behind again, spend more time trying to answer calls, emails, texts and social media messages, and have even less time available to actually build and ship what people were waiting for.
That isn't an excuse. It is an explanation for something I should have addressed much sooner.
Some of you have waited far too long. Some of you have had to contact me repeatedly just to get an update. And in some cases I told you something would ship and then didn't communicate quickly enough when that didn't happen.
You deserved better from me.
The good news is that I am finally making the structural changes I should have made much earlier.
Our production system has been substantially redesigned around the new FurLuxe platform, with simpler manufacturing, easier servicing and much better parts support. We have also completed a major operational move and consolidation that had consumed far more time and energy than anticipated.
Most importantly, I am shifting my focus now from development and restructuring to fulfillment.
That means getting existing orders out the door, rebuilding parts inventory, supporting the machines already in the field, and working through the backlog one customer at a time.
I am also changing how customer communication works. Rather than trying to simultaneously manage phone calls, texts, email, Facebook and Instagram messages throughout the workday, we are consolidating customer service into a more manageable written system so I can protect production time while still making sure messages are tracked and answered.
You may see me communicating a little differently going forward, and you will also start seeing more of the unglamorous side of the business: machines being assembled, systems being tested, boxes leaving the building and the backlog getting smaller.
I am incredibly proud of where Prima and FurLuxe are headed. But before I spend much time celebrating the future, I need to take care of the customers who have supported us through a very difficult chapter.
To those of you who have been patient with me: thank you.
To those of you who are frustrated with me: I understand why.
And to those of you still waiting: my focus now is on earning your confidence back through what I do next, not through another promise about what I intend to do.
— Paul
Prima Industries
