Aaron Wallace started in a South London barbershop with one goal. To solve a problem no one else was. As a barber and a Black man, Aaron saw first-hand how hard it was to find quality products made for the hair and skin needs of men of colour. What began as a response to that frustration has grown into a grooming brand built on purpose, performance and real results.

THE

CHALLENGE

Aaron Wallace had built an impressive presence on the shelves of major retailers like Superdrug, Sainsbury’s and Saks. But they knew that long-term success meant building stronger relationships with their customers, and that meant investing in DTC.

Like many retail-first brands, shifting into DTC came with a new set of challenges. Customers were used to buying in-store, and without a clear reason to shop online, many stuck with third-party retailers. That meant lower margins, less control over the customer experience, and fewer opportunities to build brand loyalty.

The team also faced the challenge of retention. In retail, convenience drives repeat purchases. But online, loyalty has to be earned. Without a solid retention strategy, Aaron Wallace struggled to keep customers coming back and risked losing long-term value in the process.

With limited resources and rising acquisition costs on Meta and Google, the team found it difficult to identify and engage their most valuable customers. Without a clear picture of who they were serving or how to speak to them, profits were under pressure and growth felt harder than it should.

THE

SOLUTION

To help Aaron Wallace make DTC a real growth channel, not just an option, we started by identifying what was unique about their online customers. Using data from past orders, we built a clear profile of their high-value DTC customer and mapped out the key identifiers that signalled high customer lifetime value potential.

From there, we created a growth forecast that gave the team a clear picture of what was possible, and what needed to happen to get there. We were able to define how much the brand could spend on marketing, and what they should be spending to acquire a customer. With tighter targeting and better cost control, we helped them reach better digital audiences who were more likely to engage, convert and come back.

Retention became a priority. We built a strategy that focused on nurturing customer relationships beyond the first order by introducing smart email flows, thoughtful incentives and relevant product education to keep the brand top of mind and build loyalty over time.

We also worked closely with the team to define the numbers that mattered most. Understanding customer lifetime value and acquisition costs gave them the confidence to invest in growth without sacrificing margin. With the right data, tools and tactics in place, Aaron Wallace could finally take control of their DTC performance and build a channel that matched the strength of their brand.