Omnichannel brand
Revenue stream diversification.
An omnichannel brand heavily dependent on wholesale distribution needed to build a direct revenue stream. The challenge wasn't just creating a DTC channel — it was building the commercial infrastructure to make it work alongside the existing wholesale business.
The challenge
The brand generated 85% of revenue through wholesale, creating vulnerability to retail partner decisions and limiting access to customer data. Previous DTC attempts had been treated as marketing channels rather than commercial engines, resulting in low-margin, acquisition-dependent revenue that competed with wholesale pricing.
Our approach
We designed a DTC strategy that complemented rather than competed with wholesale. This required careful pricing architecture, distinct product strategies for each channel, and a unified analytics framework that measured the incremental value of the DTC channel across the full business.
Outcomes
The DTC channel reached 15% of total revenue within its first year, with customer economics that exceeded wholesale on a per-customer basis. Customer data from the direct channel improved the brand's understanding of its audience, informing decisions across all channels. The brand's overall revenue grew 12% as the channels reinforced each other rather than competing.
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