Bella Coterie
3.5x Year-over-year Net Revenue Profitable Growth
Thechallenge.
Bella Coterie kept bumping into the same revenue ceiling, and one channel was doing almost all of the work. Spending more into a single channel is exactly where a good return goes to die, so the job was not to buy more traffic. It was to make each order worth more, put a second engine underneath the first, and build a list the brand could sell to without paying for the click twice.
What wedid.
- Made Meta the primary growth engine and scaled spend into it deliberately, rather than holding it small to protect a flattering return
- Stood up Google Shopping and PMax as a genuine second engine; it carried roughly half of Q2 revenue
- Added silk pillowcase and duvet upsells so each order carries more, lifting the average order rather than chasing more of them
- Built creative in-house and kept iterating formats as spend climbed, so the volume had somewhere to go
- Grew Klaviyo email and SMS to 31% of net sales: revenue the brand does not have to buy a second time
Theresults.
- Best month in company history$42K in May 2025 became $148K in May 2026, the best net-sales month the brand has ever had, roughly 3.5x the same month a year earlier
- Q2 2026 against the planQ2 finished 79% ahead of projection
- Revenue that costs nothing to reach31% of net sales now come from the brand's own email and SMS list rather than bought traffic, its strongest owned-channel share to date
- Year-over-year growthRoughly 100% year-over-year growth in June, holding the new tier through a softer month
Thecreative.
Inmotion.
Bella Coterie had a ceiling and one channel holding it up. That is the position most founders are in when they decide the answer is a bigger budget, and it is usually the wrong answer: pour spend into a single channel and the return falls faster than the revenue rises.
So we went at the other side of the equation. Silk pillowcase and duvet upsells made the average order bigger, which lowers the return every ad dollar has to clear. Google Shopping and PMax became a second engine and carried roughly half of Q2. Klaviyo email and SMS grew to 31% of net sales, revenue the brand does not have to buy a second time. Only then did we scale Meta, with somewhere for the volume to land.
May 2025 was $42K. May 2026 was $148K, the best net-sales month in company history and roughly 3.5x the same month a year earlier. Q2 finished at $358K against a $200K projection, a 79% beat, and June still ran roughly 100% ahead of the year before.