Tulip Shades
THE OUTCOME
$0 - $1m
Revenue achieved in Year 1
5X
Range expansion through themed collections and designer collabs
Rebrand-ready
Commercial foundations carried the rebrand without a revenue dip
The Brand
Tulip Shades is a US-based design-led brand redefining how people experience overhead lighting. Born from a frustration with the ubiquitous “boob light” common in many American rental properties, Tulip offers renter-friendly fabric shades that install magnetically in minutes: no tools, no rewiring, no damage.
Their approach blends smart functionality with elevated design, offering soft, sculptural forms and artist-led collections that turn a practical product into a statement piece. With roots in ethical, small-batch production and a focus on sustainability, Tulip has built a loyal following among design-conscious renters and interior stylists alike.
At its core, Tulip transforms a pain point into a design opportunity, proving that better living can start with better lighting.
Where they were
Tulip had a brilliant product, a clear market gap, and an early base of design-conscious customers. What they didn't have was the commercial backbone to scale.
Decision-making was reactive. The team was lean and pulled in multiple directions across marketing, ops, and product. P&L visibility was limited, margin tracking was light-touch, and the growing range needed structure to support the brand's ambition. The founders knew Tulip had the potential to break $1m and become a category leader, they needed a partner to build the engine that would get them there.
What I did
As Fractional General Manager, I worked across finance, operations, product, and brand to build the commercial engine Tulip needed to scale. The work spanned three connected areas: building operational and financial clarity through structured P&L management and reporting; driving commercial performance through pricing, range and supply chain decisions; and shaping a cohesive product and brand strategy that could carry the rebrand and beyond. I partnered with Tulip's founders on the long-term growth plan, the rebrand, and the organisational structure to support scale.
Range expansion grew the SKU count by 5× through themed collections and artist-led designer collaborations, including "Red Hot Summer" and Tulip's first designer collab with Xavier Donnelly. Each launch was structured commercially: pricing tiered, margin protected, sell-through tracked so range growth lifted revenue without diluting brand identity.
What changed
From renter-frustration product to $1m brand in Year 1.
The work delivered three connected outcomes:
Revenue scale, with structure. From $0 to $1m in Year 1, built on financial visibility, structured P&L, and margin tracking. Decision-making moved from reactive to informed.
A 5× range expansion that protected the brand. Themed collections and designer collaborations (including Xavier Donnelly) lifted SKU count fivefold with pricing, margin, and sell-through structured into every launch.
A scalable foundation through the rebrand. Commercial discipline carried Tulip through a major rebrand without a revenue dip, building the platform for the next stage of growth.
“Christabel's commercial and financial expertise moved us from reactive decision-making to structured, informed growth.”
— Lori Smyth, Founder of Tulip Shades
Services applied
Commercial Leadership
Led brand strategy and rebrand. Directed cross-functional team across marketing, social, ops, and content.
Inventory & Supply Chain
Built inventory planning framework. Eliminated stockouts on core products. Oversaw end-to-end supplier strategy.
Financial planning & P&L
Achieved Tulip's first $1m revenue. Built profit and cashflow visibility through structured reporting and margin tracking.
Range & Merchandising
Range expansion through themed collections and designer collaborations. Pricing strategy and product mix optimised for margin and sell-through.
Want this for your business?
Tulip's $1m year started with a free 20-minute call to pressure-test their commercial model. Yours can too: same call, no pitch, just a second pair of commercial eyes from someone who's been doing this for two decades.