Scaling a Sneaker Reselling Brand to Multi Million Dollars

Building a Systemised Growth Engine for a High-Velocity E-commerce Brand

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Overview

In August 2023, a fast-moving sneaker reselling brand partnered with Seven Yards to achieve profitable and consistent scale. While the business already had strong demand, it lacked a strategic system to support sustained month-on-month growth, with previous efforts focused mainly on ads and leaving gaps in funnel structure, conversion efficiency, and long-term profitability. Over the following two years, Seven Yards built a repeatable and scalable acquisition system that transformed the brand into a $3M+ e-commerce operation.

Vibes Pearled Candle, a young lifestyle brand in the home & living space, partnered with Seven Yards to bring structure and profitability to their digital acquisition efforts.

Before working together, the brand was generating approximately $1,000/month, with paid ads running at a loss and no system in place to compound growth beyond one-off purchases.

Within 4 months, Vibes Pearled Candle transformed its paid media performance - increasing revenue by 372%, doubling conversion rate, and turning paid ads into a profitable, scalable acquisition channel.

Challenge

Like many high-demand e-commerce brands, the sneaker reseller faced challenges beneath the surface

Too much focus on ads, not enough on ecosystem efficiency

Creatives lacked a structured testing and iteration framework

No clear guidance on how to scale month-on-month

No full-funnel strategy to support repeat purchases

Poor checkout flow creating unnecessary friction

Google Merchant Center approval issues

Too much focus on ads, not enough on ecosystem efficiency

No clear guidance on how to scale month-on-month

Poor checkout flow creating unnecessary friction

Creatives lacked a structured testing and iteration framework

No full-funnel strategy to support repeat purchases

Google Merchant Center approval issues

Too much focus on ads, not enough on ecosystem efficiency

Poor checkout flow creating unnecessary friction

No full-funnel strategy to support repeat purchases

No clear guidance on how to scale month-on-month

Creatives lacked a structured testing and iteration framework

Google Merchant Center approval issues

The result - growth that felt reactive instead of controlled.

Objectives

The goals were clear and growth-focused

Primary Mission

Build a scalable digital advertising system

Achieve consistent month-on-month revenue growth

Improve conversion efficiency and repeat purchases

Unlock Google Ads as a reliable scaling channel

Move from ad-dependent growth to system-driven scale

Strategy

We implemented the Smart Scale Strategy, designed to turn demand into predictable, profitable growth.

Agressive Creative Testing System

With limited reliable historical data, we introduced an aggressive creative testing system:

3 creatives

2 primary text variations

2 headlines

Launched to broad audiences, this allowed us to identify winning angles quickly and iterate based on performance trends - not guesses.

Conversion Rate Optimisation

Traffic quality wasn’t the issue - conversion efficiency was.

A CRO audit revealed friction points in the checkout experience. We:

Simlified checkout flow

Reduced unnecessary steps

Removed distractions that delayed purchase decisions

These improvements unlocked immediate revenue lift without increasing ad spend.

Multi-Channel Expansion & Stability

To reduce platform dependency and unlock additional demand:

Google Ads was brought back online post-Merchant Center approval

High-intent search and shopping traffic was captured

Spend was distributed to stabilise overall performance

Simplified, Scalable Campaign Architecture

We rebuilt the ad account structure to support scale:

Clean separation between testing and scaling campaigns

Horizontal scaling through new creatives and product angles

Vertical scaling via controlled budget increases

Stable ROAS maintained during spend increases

This ensured growth didn’t come at the cost of profitability.

Agressive Creative Testing System

With limited reliable historical data, we introduced an aggressive creative testing system:

3 creatives

2 primary text variations

2 headlines

Launched to broad audiences, this allowed us to identify winning angles quickly and iterate based on performance trends - not guesses.

Multi-Channel Expansion & Stability

To reduce platform dependency and unlock additional demand:

Google Ads was brought back online post-Merchant Center approval

High-intent search and shopping traffic was captured

Spend was distributed to stabilise overall performance

Conversion Rate Optimisation

Traffic quality wasn’t the issue - conversion efficiency was.

A CRO audit revealed friction points in the checkout experience. We:

Simlified checkout flow

Reduced unnecessary steps

Removed distractions that delayed purchase decisions

These improvements unlocked immediate revenue lift without increasing ad spend.

Simplified, Scalable Campaign Architecture

We rebuilt the ad account structure to support scale:

Clean separation between testing and scaling campaigns

Horizontal scaling through new creatives and product angles

Vertical scaling via controlled budget increases

Stable ROAS maintained during spend increases

This ensured growth didn’t come at the cost of profitability.

Results in 24 Months

Revenue Growth

Orders

Repeat Customers

Total Revenue

Record High

Best Month Revenue

ROAS

Conclusion

Over two years, the Sneaker Reseller evolved from a high-potential brand into a $3M+ E-commerce operation. With Seven Yards’s Smart Scale Strategy in place, the business now has a stable foundation for continued expansion.

This is exactly what long-term, profitable scaling looks like.

Before working with Seven Yards, scaling felt messy and unpredictable. They gave us clarity, structure, and a system we could trust. Two years later, we’ve crossed $3M and finally feel in control of our growth

Founders, Sneaker Reseller

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