Reversing Decline and Repositioning a PE-Backed Home Textiles
Brand for Profitable Growth
WHO WERE THEY
A private equity backed home textiles brand operating primarily direct-to-consumer had been acquired and was under pressure to stabilize performance, improve efficiency, and justify continued investment. Marketing strategy was barely existent and execution had previously been fragmented, managed by outsourced resources without senior leadership oversight.
WHERE WERE THEY BEFORE WORKING WITH US?
At engagement, revenue was declining and customer acquisition costs were rising. Paid search was driving traffic but without margin discipline. The brand lacked clear positioning within its competitive set, and the ecommerce experience suffered from poor homepage hierarchy, weak product merchandising, and limited design storytelling. Decorative styles were not clearly articulated, and new product launches lacked coordinated media support. There was no unified commercial roadmap, no executive dashboarding, and no cross-functional marketing calendar. Board pressure was mounting, and without structural intervention, the business faced continued cash erosion and potential failure.
WHAT DID WE DO TO SOLVE IT?
We installed commercial discipline and rebuilt the growth engine. We introduced a contribution margin lens to guide acquisition decisions. We reworked the SEO and PPC structure, lowering CPC by 8% and reducing CAC by 12% through tighter targeting.
We overhauled homepage and PLP merchandising to clarify decorative styles and improve UX. We launched structured new product campaigns that drove 15% of revenue at a 332% ROI. We increased AOV by 15% through assortment and cross-sell optimization.
And we implemented executive dashboards along with a unified marketing calendar to align product, operations, and marketing under one growth plan.
CLIENT IMPACT STATEMENT
Within 90 days, sales increased 28%, reversing the prior decline, followed by sustained average month-over-month growth of 5%. Marketing efficiency improved materially through reduced CAC and stronger margin oversight. The brand was repositioned competitively and captured measurable share from the category leader. Operational alignment improved across departments, investor confidence strengthened, and the company transitioned from reactive execution to structured commercial management. The stabilization and disciplined growth trajectory ultimately positioned the business for a successful exit under private equity ownership.
Launching a Direct-to-Consumer Channel for an $11M Luxury
Lighting Company
WHO WERE THEY?
A design-forward luxury lighting brand with an established presence in major showroom markets and deep credibility among interior designers and trade professionals. Built on craftsmanship and premium positioning, the company had strong brand equity within the trade channel and was ready to expand its growth model through a distinct, strategically segmented direct-to-consumer platform.
WHERE WERE THEY BEFORE WORKING WITH US?
Revenue was generated primarily through trade relationships and showroom distribution. The company had no direct-to-consumer infrastructure, no ecommerce platform, and no consumer acquisition model. Marketing efforts were trade-centric, with limited digital performance capabilities. Expansion into DTC required clear segmentation, premium pricing discipline, and marketing and operational systems capable of supporting online demand.
WHAT PROBLEMS WERE THEY FACING?
The business needed to enter the consumer market without diluting brand equity or creating confusion between trade and retail audiences. There was no marketing leadership and littledigital capabilities, nor was there any defined consumer persona, ecommerce merchandising strategy, media plan, or forecasting framework. Aggressive launch expectations required building brand, channel, and infrastructure simultaneously while maintaining operational stability across existing trade channels.
WHAT DID WE DO TO SOLVE IT?
We built the strategic and operational foundations for scalable growth, aligning brand architecture, revenue design, and execution frameworks to support sustainable competitive differentiation.defined and launched a differentiated direct-to-consumer luxury brand within an accelerated timeline by creating a premium positioning and operating model designed for longterm value creation. We established an integrated ecommerce and channel strategy to expand market reach while preserving brand equity and customer experience.
CLIENT IMPACT STATEMENT
We launched a direct-to-consumer ecommerce channel in 45 days, after the company had spent roughly a year exploring the idea without building the operational foundation to support it. The launch opened a new revenue stream while preserving premium brand positioning and extendingt he business into the consumer market. By building the ecommerce infrastructure and core operating systems, we created a sustainable path for growth beyond traditional channels.
More than nine years later, the ecommerce business remains operational because it was built to scale, not just to launch.
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