There’s a quiet pressure in ecommerce that’s hard to ignore. Every week there’s a new channel worth testing. A new platform gaining traction. A competitor showing up somewhere you’re not. And before long, “we should be there too” starts to feel less like a question and more like a requirement.

But what if that instinct is actually slowing you down?

That’s exactly what Jaimee Vilela, Managing Director of Cooki Haircare, pushed back against. After acquiring the brand as a lifestyle business, Jaimee and her partner scaled from $179K to over $3 million in revenue in just two years, using just two core channels: Meta and Klaviyo.

In this Playbook:

• How Cooki Haircare scaled from $179K to $3M using just two core marketing channels
• Why “channel addiction” is one of the most expensive mistakes in ecommerce
• How focusing on fewer channels can actually increase clarity and performance
• Why more channels often lead to worse attribution, not better data
• And how building depth in one channel creates a defensible competitive advantage

Visit StudioHawk to learn more.

Connect with Jaimee
Explore Cooki Haircare
Cooki Haircare’s episode
Krumbled Group’s episode
Pet Circle’s episode
Motto’s Fashion’s episode
Kakadu Plumb’s episode
King Kong’s episode

SMS us to request a guest!

Support the show

Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.

Connect with Nathan Bush
Contact Add To Cart
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Sam Moore, founder of PYRA, has built one of Australia’s most exciting challenger brands by blending technical outdoor apparel with streetwear DNA. After early roles at General Pants and Culture Kings, and a first brand that didn’t quite go to plan, Sam launched PYRA with a clear vision: bridge the gap between performance gear and fashion. What followed was rapid growth inside Culture Kings, a complex buyback, and a full reset into a DTC-first global brand.

Today, we're discussing:

• Building PYRA inside Culture Kings and buying it back
• The shift from wholesale to a 90% DTC model
• Why niche positioning beats broad appeal in ecommerce
• Turning a brand into a UGC machine
• Using entry products (like hats) to drive LTV Scaling globally through Meta and Shopify
• Markets Product development in technical apparel
• Managing supply chain, 3PL, and global logistics

Connect with Sam
Explore PYRA

SMS us to request a guest!

Support the show

Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.

Connect with Nathan Bush
Contact Add To Cart
Join the Community

Danielle Pearce, founder of Merry People, has avoided discounting for over a decade. In more than 12 years of building her premium gumboot brand, she hasn’t run a single sale. Not once.

By making pricing part of the brand, she removed hesitation. By attracting the right customers, she built loyalty instead of chasing volume. And by backing it all with a product that holds its own, she made full price feel justified, not risky.

In today's Playbook:

• How Merry People built a premium brand by never discounting in over 12 years
• Why removing promotions can actually increase trust and conversion
• How discounting shapes the type of customers your brand attracts
• Why the best brands break free from the promotional calendar
• And what it takes to build a product that can hold full price long-term

Connect with Danny
Explore Merry People
Merry People’s main episode
Culture King’s main episode
Outland Denim’s main episode

SMS us to request a guest!

Support the show

Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.

Connect with Nathan Bush
Contact Add To Cart
Join the Community