Scaling a Lingerie Brand to the International Market

Initial Situation: The Illusion of Success.

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By the time we started working together, the brand had been around for 2 years. Externally, the
project looked highly successful: the lingerie featured exceptional quality and flawless visuals, was
worn by top models and famous artists, and appeared in music videos with tens of millions of views
(e.g., one video had 91 million views).
Despite this massive reach, the business was deeply unprofitable. The core issue lay in the target
market and audience. Potential clients in the local segment simply couldn't afford the product at
its real value. It reached a point where the founder, losing faith in her product, was preparing to
shut down the business and was selling off the remaining inventory for less than 8 CAD just to
cover the cost of materials.

Growth Strategy and Key Decisions.

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1. Marketing Shift: From "Stars" to Micro-Influencers
Broad reach from celebrities didn't convert into targeted traffic. We radically changed our tactics:

instead of working with major celebrities just for media weight, we focused entirely on micro-
influencers. We developed a system to evaluate the "quality" of advertising from these bloggers.

This pivot allowed us to precisely build an incredibly loyal, solvent audience that began to purchase
consistently.

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2. Global Expansion and eCommerce Infrastructure
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To find the right audience for a premium product, we brought the brand to the international arena.
The first step was packaging the visuals and launching a store on Etsy. We conducted deep SEO
optimization of the listings and generated early social proof through reviews. Later, the
infrastructure was scaled up to a standalone Shopify store.

• Payment Systems: Connected Apple Pay, Samsung Pay, Visa, and MasterCard to ensure a
seamless checkout experience for international clients.

•Omnichannel Approach: Placed products in major showrooms across the country to capture
and satisfy offline demand.

3. Optimizing Unit Economics and Logistics
Initially, the brand used expensive packaging (the "black diamond" box) which was assembled
manually at home, and shipping ate up a significant portion of the margin. Furthermore, boxes
often reached clients damaged or deformed.

Conclusion

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In a short period, we transformed an unprofitable project into a systematic, scalable business. By
building the right infrastructure—leveraging micro-influencer marketing, optimizing logistics,
expanding into international sales, and producing high-quality content—we restored the founder's
faith in her product and built a trusted brand that has been thriving globally for over 8 years.

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