Ironpeak Apparel: DTC Outdoor Fashion
The Challenge: Ironpeak’s wholesale partnerships with outdoor retailers drove strong seasonal sales, but e-commerce lagged. Marketing dollars were spent evenly, yet Kitepoint flagged that 80% of channel lift came from third-party stores, leaving Ironpeak vulnerable if shelf space shrank.
How Kitepoint Helped: Channel dependency mapping showed that DTC underperformance wasn’t a demand issue but a misaligned SKU strategy. With this clarity, Ironpeak shifted hero products to retail shelves and built DTC campaigns around premium, higher-margin collections.
Key Insights Delivered:
Retail channels dominated revenue but delivered lower average order value
Direct customers were most responsive to premium storytelling and exclusives
Wholesale expansion was masking DTC underinvestment
Modules Integrated:
Goshawk String to refine DTC campaign narratives
Osprey Spike to detect seasonal retail demand surges
Merlin Stack to map premium SKUs to online-only personas
Results: Within one season, Ironpeak turned channel imbalance into a balanced growth engine:
DTC average order value doubled, driven by premium online-only collections
Overall revenue grew 19% YoY, despite lower reliance on third-party retailers
Margin stability increased by 12 points, as more sales shifted into direct, higher-value channels