E-Commerce · DTC e-commerce brand
4x revenue, with margin intact.
A UK DTC brand scaled from £1.2m to £4.8m in 18 months — without burning the contribution margin.
4×
Revenue growth in 18 months
+6pp
Contribution margin gain
−40%
Inventory days
The challenge
Marketing spend was scaling but contribution margin was unclear. Inventory was tying up cash and the founder was making channel decisions on blended ROAS alone.
Our approach
- 01Built channel-level P&Ls covering Shopify, Amazon and wholesale.
- 02Modelled cohort LTV and payback by acquisition channel.
- 03Implemented inventory cash modelling tied to reorder timing.
- 04Joined monthly leadership meetings as fractional CFO.
"
It feels like having a finance director without the salary. Their forecasts are uncannily accurate.
Let's talk numbers
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