Cindi Walters has been designing innovative snorkels, goggles and other underwater gear for 13 years, but lately she has found it harder to get shelf space for a category that's a minor seller for most big retailers. Her solution: Slim down her packaging to sell the same goods using 40% less real estate. Retailers love it, and sales of products from C. Walters Intercoastal increased 14% last year, to $25 million.

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