Case studies
Two decades operating commercially in D2C and retail.
Every case study below is one I've operated inside, not advised from a deck. Each one tells a different story: scaling a launch, expanding a range, building from concept, or rebuilding the foundations of an existing business. Underneath, the work is the same: building the commercial engine that lets the business grow lighter, not heavier.
Motatos UK
Built and led the UK launch of one of Europe's leading food-waste rescue platforms: full operational and commercial setup from zero, in six months.
Oddbox
Launched Oddmarket for Oddbox, extending one of the UK's most-recognised sustainable food brands into a wider sustainable, planet-positive range. Launched profitably from day one and is now a permanent part of Oddbox's offering.
Tulip Shades
From renter-frustration product to $1m brand in Year 1. Built the commercial backbone: pricing architecture, range structure, P&L visibility, that scaled Tulip Shades through launch and into a successful rebrand without revenue dip.
BRiMM
Built the commercial and operational backbone for BRiMM's marketplace launch: financial model, range strategy, supplier terms, 3PL fulfilment, and membership architecture all live from day one.
Other work, anonymised
Beyond the named case studies, much of my work is protected by NDA. Below is a selection of previous engagements, shared as patterns and metrics, using the same work, the same disciplines, with the brand identity protected.
A premium D2C brand
Investor-grade financial model and commercial narrative built, now powering an active raise.
A bloated-range brand
Removing ~30% of underperforming SKUs delivered 1.5× revenue per remaining product and +5 points of gross margin.
A subscription D2C brand
Pricing architecture rebuilt with subscription tiers and margin-protected without sacrificing customer perceived value.
SECTORS I’VE WORKED ACROSS
A scaling D2C brand
Contribution margin lifted by 5–7 points, CAC reduced by 30%, same revenue, working much harder.
A growth-stage D2C brand
Demand forecasting and reorder logic built, working capital released, stock turn improved, dead stock eliminated.
Homewares
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Grocery & Food
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Beauty
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Lifestyle & Gifting
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Furniture
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Subscription D2C
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Premium D2C
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UK, US, AU & EU Markets
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Homewares 〰️ Grocery & Food 〰️ Beauty 〰️ Lifestyle & Gifting 〰️ Furniture 〰️ Subscription D2C 〰️ Premium D2C 〰️ UK, US, AU & EU Markets 〰️
Want this for your business?
Each client began with a free 20-minute call to pressure-test the founder's commercial model. No pitch, just a second pair of commercial eyes from someone who's been doing this for two decades.