Jim Hamel, CEO of Swanson Health, is preparing a strategy and operating plan for sustaining profitable growth in the face of dramatic change in the consumer retail landscape. Swanson - a trusted legacy brand in vitamins and supplements - has historically succeeded via catalog and DTC channels, but now faces channel fragmentation, rising customer acquisition costs, investor pressure, and digital-first competitors. The board expects Swanson to act as a "super seller," both optimizing its current business and developing capabilities to grow into emerging channels like social commerce, omnichannel retail, and global marketplaces. The case challenges students to develop both an Optimization Agenda and a Growth Agenda - deciding where to focus, how to prioritize investments, and which capabilities the company must build to compete in the next generation of retail.