GoPro’s Shares Suffer Huge Wipeout on Weak Sales, Layoffs

Photograph by Getty Images

GoPro’s shares tumbled 23% in after-hours trading Wednesday after the maker of action cameras pre-announced disappointing fourth quarter results and said that it would cut around 100 jobs, or 7% of its workforce.

The announcement follows the company’s high profile struggles in recent months to continue its earlier rapid growth. Its latest camera, the Hero 4 Session, has failed to catch on with consumers at a time when the market for action cameras, used by mountain bikers, surfers, and motorcyclists, is increasingly saturated.

GoPro said its fourth quarter revenue would be around $435 million, a decline of 47% when compared to the same quarter last year. It had previously forecast sales of $500 million to $550 million during the busy holiday season.

SIGN UP: Get Data Sheet, Fortune’s daily newsletter about the business of technology.

Total revenue for 2015 will be around $1.6 billion, according to the company, up slightly from $1.4 billion in 2014.

GoPro halted trading of its shares for the surprise announcement, which came weeks before its expected Feb. 3 earnings release. The news spooked investors, who sent the company’s shares (GPRO) down $3.36 to $11.25 in after hours trading.

MORE: GoPro Shares Fall Below IPO Price

Fifteen months ago, GoPro’s shares had traded for nearly $94.

The company had been forced to cut the price for the Hero 4 Session by $100 in the fourth quarter to help lift its sales after cutting it another $100 a few months earlier. The camera now sells for $199, or a 50% discount from its original $399 launch price.

GoPro now says it will take a $21 million charge for the price cuts along with another $30 million to $35 million charge for “excess purchase order commitments, excess inventory, and obsolete tooling,” according to a press release.

WATCH: These Airlines Have the Worst Safety Ratings

Looking forward, the company expects to spend between $5 million and $10 in the first quarter of 2016 on severance costs for those let go by the company.

Subscribe to Well Adjusted, our newsletter full of simple strategies to work smarter and live better, from the Fortune Well team. Sign up today.

Read More

Artificial IntelligenceCryptocurrencyMetaverseCybersecurityTech Forward