Growth has stalled
Spend rises, returns do not.
Acquisition costs more than it did, conversion has flattened, and retention is not covering the difference. Everyone has a theory. Nobody owns the answer.
Ecommerce Growth, Operations & Profitability
The people who ran it, not just advised on it.
We are a small senior team, led by Tom Lyne, working with founder-led Shopify brands on the parts of the business that decide whether growth is profitable — acquisition, retention, operations and margin.
What we do
Strategy that comes with delivery attached.
Most brands at this stage do not need another opinion. They need someone to decide what matters, and a team that can build it. We do both — setting the commercial direction, then doing the work that follows from it.
That covers the store itself, the systems behind it, the channels bringing customers in, and the reporting that tells you whether any of it is working.
See the full range →The pattern
What tends to be true when brands call us.
Margin pressure
Revenue looks fine. Profit does not.
Vendor costs have crept up, the app stack has quietly bloated, and discounting is doing more work than anyone planned. The P&L is harder to explain than it should be.
Founder in the weeds
Too many decisions still route through you.
You are approving campaigns, chasing agency reports, and untangling operational problems that should never reach your desk.
Stuck in a new market
Strong product, no traction.
The brand performs at home but will not translate. Acquisition underperforms, the data reads oddly, and it is not obvious whether the problem is the market or the setup.
Why we are different
We have carried the number, not just presented it.
Tom spent eight years as Director of Ecommerce at Cosabella, running the digital operation from the inside — owning the P&L, managing the agencies, leading platform migrations, and growing the business through conditions that stopped a lot of brands.
The team he has built around that works the same way. Everyone here has held real operational responsibility rather than advising from a distance, which changes what gets recommended and how quickly it gets done.
We keep the client list deliberately short. It is the only way to stay genuinely involved rather than delegating you to whoever is free.
Experience behind the work
8
Years running in-house ecommerce at Cosabella
12×
Revenue growth over that engagement
P&L
Full commercial accountability, not just advisory
“Tom doesn't just identify the problem — he understands why it's a problem and what fixing it will actually require.”
Founder, DTC brand