Full Stack Marketing
Cocoon Furniture
Twenty years selling through retailers, no direct-to-consumer channel, and a Shopify store that had never taken an order. We launched it in July 2025 and grew it from $12,425 to $121,564 a month inside eleven months.
Year :
2026
Industry :
Nursery Furniture
Brand :
Cocoon Furniture
Project Duration :
Ongoing
Problem :
Cocoon had been in market for over two decades. Award-winning products, genuine quality, and a wholesale and retail network Mark had spent twenty years building. What didn't exist was a direct-to-consumer channel, and Mark had decided that was the next chapter.
When I started there was no meaningful online revenue at all. The Shopify store went four straight months without taking a single order. Everything had to be built: the store, the channels, the reporting, the reasons for a parent to buy from us instead of from a retailer they already knew.
Solution :
The store came first, because nothing else works if the thing you're sending traffic to doesn't convert. Architecture, copy, product pages, UX.
Then the channels. Google, Meta and Pinterest, each mapped against how parents actually make this decision, which is slowly and usually while pregnant and researching at 11pm. Email flows for every stage of the lifecycle. Review campaigns that brought in over 100 five-star reviews across Judge.me, Google and on-site product pages. Upsell and cross-sell logic in the store. Seasonal campaigns across Mother's Day, Easter, EOFY, Christmas and New Year. Over 200 creatives designed and tested.
Bundles turned out to matter more than anything else we did. I built a suite of product bundles that now account for a significant share of monthly revenue. It wasn't a standard upsell. It was a repackaging of the range that changed what a complete nursery looked like to a buyer, and therefore what they spent.
I also built the dashboard the brand now reports on, in Node.js, because pulling four platforms plus Shopify into one view by hand every week was eating a morning that could have gone into the work itself.
Challenge :
Launching D2C with no sales history, no reviews and no organic presence means every channel has to work before any single one has enough data to optimise against. There was no soft start.
The harder one came later. In May 2026 weekly revenue slid from $17,061 to $9,982 across the month and the obvious move was to start changing campaigns. I wrote a full postmortem instead. Three new Google campaigns had launched inside four days and were cannibalising each other, a Mother's Day campaign was still spending two weeks after Mother's Day, and cart-to-checkout had dropped from 49.1% to 41.5%. Six fixes came out of it. June closed at $121,564, the strongest month the brand has had.
Summary :
Cocoon Furniture now averages $100,000 a month in D2C revenue, with 10–20% month-on-month growth sustained since launch. Ads, email, SEO, creative, and product strategy all running together as one compounding engine.
Mark came wanting to build a D2C business. That's built. What we're working on now is scale.
More Projects
Full Stack Marketing
Cocoon Furniture
Twenty years selling through retailers, no direct-to-consumer channel, and a Shopify store that had never taken an order. We launched it in July 2025 and grew it from $12,425 to $121,564 a month inside eleven months.
Year :
2026
Industry :
Nursery Furniture
Brand :
Cocoon Furniture
Project Duration :
Ongoing
Problem :
Cocoon had been in market for over two decades. Award-winning products, genuine quality, and a wholesale and retail network Mark had spent twenty years building. What didn't exist was a direct-to-consumer channel, and Mark had decided that was the next chapter.
When I started there was no meaningful online revenue at all. The Shopify store went four straight months without taking a single order. Everything had to be built: the store, the channels, the reporting, the reasons for a parent to buy from us instead of from a retailer they already knew.
Solution :
The store came first, because nothing else works if the thing you're sending traffic to doesn't convert. Architecture, copy, product pages, UX.
Then the channels. Google, Meta and Pinterest, each mapped against how parents actually make this decision, which is slowly and usually while pregnant and researching at 11pm. Email flows for every stage of the lifecycle. Review campaigns that brought in over 100 five-star reviews across Judge.me, Google and on-site product pages. Upsell and cross-sell logic in the store. Seasonal campaigns across Mother's Day, Easter, EOFY, Christmas and New Year. Over 200 creatives designed and tested.
Bundles turned out to matter more than anything else we did. I built a suite of product bundles that now account for a significant share of monthly revenue. It wasn't a standard upsell. It was a repackaging of the range that changed what a complete nursery looked like to a buyer, and therefore what they spent.
I also built the dashboard the brand now reports on, in Node.js, because pulling four platforms plus Shopify into one view by hand every week was eating a morning that could have gone into the work itself.
Challenge :
Launching D2C with no sales history, no reviews and no organic presence means every channel has to work before any single one has enough data to optimise against. There was no soft start.
The harder one came later. In May 2026 weekly revenue slid from $17,061 to $9,982 across the month and the obvious move was to start changing campaigns. I wrote a full postmortem instead. Three new Google campaigns had launched inside four days and were cannibalising each other, a Mother's Day campaign was still spending two weeks after Mother's Day, and cart-to-checkout had dropped from 49.1% to 41.5%. Six fixes came out of it. June closed at $121,564, the strongest month the brand has had.
Summary :
Cocoon Furniture now averages $100,000 a month in D2C revenue, with 10–20% month-on-month growth sustained since launch. Ads, email, SEO, creative, and product strategy all running together as one compounding engine.
Mark came wanting to build a D2C business. That's built. What we're working on now is scale.
More Projects
Full Stack Marketing
Cocoon Furniture
Twenty years selling through retailers, no direct-to-consumer channel, and a Shopify store that had never taken an order. We launched it in July 2025 and grew it from $12,425 to $121,564 a month inside eleven months.
Year :
2026
Industry :
Nursery Furniture
Brand :
Cocoon Furniture
Project Duration :
Ongoing
Problem :
Cocoon had been in market for over two decades. Award-winning products, genuine quality, and a wholesale and retail network Mark had spent twenty years building. What didn't exist was a direct-to-consumer channel, and Mark had decided that was the next chapter.
When I started there was no meaningful online revenue at all. The Shopify store went four straight months without taking a single order. Everything had to be built: the store, the channels, the reporting, the reasons for a parent to buy from us instead of from a retailer they already knew.
Solution :
The store came first, because nothing else works if the thing you're sending traffic to doesn't convert. Architecture, copy, product pages, UX.
Then the channels. Google, Meta and Pinterest, each mapped against how parents actually make this decision, which is slowly and usually while pregnant and researching at 11pm. Email flows for every stage of the lifecycle. Review campaigns that brought in over 100 five-star reviews across Judge.me, Google and on-site product pages. Upsell and cross-sell logic in the store. Seasonal campaigns across Mother's Day, Easter, EOFY, Christmas and New Year. Over 200 creatives designed and tested.
Bundles turned out to matter more than anything else we did. I built a suite of product bundles that now account for a significant share of monthly revenue. It wasn't a standard upsell. It was a repackaging of the range that changed what a complete nursery looked like to a buyer, and therefore what they spent.
I also built the dashboard the brand now reports on, in Node.js, because pulling four platforms plus Shopify into one view by hand every week was eating a morning that could have gone into the work itself.
Challenge :
Launching D2C with no sales history, no reviews and no organic presence means every channel has to work before any single one has enough data to optimise against. There was no soft start.
The harder one came later. In May 2026 weekly revenue slid from $17,061 to $9,982 across the month and the obvious move was to start changing campaigns. I wrote a full postmortem instead. Three new Google campaigns had launched inside four days and were cannibalising each other, a Mother's Day campaign was still spending two weeks after Mother's Day, and cart-to-checkout had dropped from 49.1% to 41.5%. Six fixes came out of it. June closed at $121,564, the strongest month the brand has had.
Summary :
Cocoon Furniture now averages $100,000 a month in D2C revenue, with 10–20% month-on-month growth sustained since launch. Ads, email, SEO, creative, and product strategy all running together as one compounding engine.
Mark came wanting to build a D2C business. That's built. What we're working on now is scale.