On Changing Channels, CEO Lynn Smurthwaite-Murphy joins Larry Walsh to share how Pluggable navigates volatile tariffs, restructured its supply chain, and supports partners with agility and transparency – all while building a digital-first, omni-channel brand.
Few technology business leaders are having an easy time navigating today’s volatile trade landscape. For Lynn Smurthwaite-Murphy, CEO of Pluggable Technologies, the pressure is constant – tariffs shift without warning, supply chains get upended overnight, and staying competitive means making high-stakes decisions with limited visibility.
In the latest episode of Changing Channels, Channelnomics’ Larry Walsh talks with Smurthwaite-Murphy to talk about how Pluggable is handling the chaos. The conversation offers a clear, grounded look at the realities facing tech vendors trying to balance cost, quality, and partner support in a time of deep economic uncertainty.
Pluggable, a U.S.-based peripherals vendor, saw the writing on the wall years ago and began shifting its manufacturing out of China. That decision – moving 90% of production to places like Vietnam, Thailand, and Taiwan – proved prescient, especially as tariffs on Chinese imports skyrocketed as high as 145%.
But planning isn’t easy when the rules keep changing. As Smurthwaite-Murphy explains, even countries considered safe havens one quarter can be hit with new tariffs the next. That creates a whiplash effect on pricing and inventory, making long-term strategy feel like a luxury.
Pluggable adopted a war-room mindset to keep up, breaking big problems into daily actions. The company protected its U.S. inventory, explored bonded warehousing, reworked pricing models, and even turned to air freight to beat tariff deadlines. It’s not ideal, but it’s effective.
This kind of operational discipline is paired with a strong commitment to partners. Smurthwaite-Murphy shares how Pluggable has kept the channel informed and engaged, even as pricing pressure and policy shifts created disruption. Trust and transparency have become Pluggable's differentiators in a market flooded with low-cost, drop-shipped brands from overseas.
What’s also clear from the conversation is how well Pluggable understands the shift toward digital. Built on Amazon and attuned to B2B buyers who value speed and reliability, the company has embraced a digital-first go-to-market strategy – one that’s expanding its reach and shaping its future as an omnichannel brand.
This episode isn’t just a story of survival. It’s a lesson in adaptability, leadership, and the real-world impact of trade policy on channel strategy.
Watch the full episode of Changing Channels with Lynn Smurthwaite-Murphy to see how one company is staying agile – and helping its partners do the same – in a market where certainty is no longer a given.
