How a Manchester DTC Home Goods Brand Scaled to 3.5x ROAS in 9 Months.

The Challenge

The brand had a genuinely differentiated product — sustainable, design-led kitchenware with real sustainability credentials. The problem was that none of this came through in the ads. Generic product-on-white-background creative doesn't communicate "this is a brand with a story worth caring about." Meta ROAS had plateaued at 1.6x — increasing spend was making things worse, not better. And 8,000 email subscribers were receiving nothing.

Our Approach

We started with creative because everything downstream depends on it. Lifestyle shoots placed products in real home environments — morning coffee rituals, family dinners, well-organised kitchen drawers. Sustainability story ads showed the materials, the supply chain, the plastic-free packaging. UGC hooks from genuine customers performing well on social were identified and amplified. Small test budgets for each creative variant before scaling ensured budget only went behind proven formats.

The email programme was built systematically: welcome series (5 emails over 14 days introducing the brand story and bestsellers), browse and cart abandonment (recovered revenue from high-intent visitors), post-purchase (cross-sell, review request, referral prompt), and win-back for buyers who hadn't purchased in 90+ days. Segments were kept clean — buyers vs. non-buyers, by product category purchased.

Checkout was simplified from four steps to two. Guest checkout was made prominent. Trust signals — returns policy, security badges, verified reviews — were placed above the fold. Abandonment dropped from 70%+ to below 45%.

Results

Meta ROAS reached 3.5x in nine months. Email went from generating near-zero revenue to 30% of total brand revenue. Checkout abandonment fell 25 percentage points. Total revenue across channels grew 2.2x — the compounded effect of better paid media, a new email channel, and improved conversion at every stage of the funnel.