Case Study :

More Sales, More Visibility, More Growth.

The Strategy That Helped Helen Scale Fika Edit.

Inroduction

Fika Edit is a contemporary womenswear brand known for its bold use of colour, statement tailoring, and effortlessly stylish wardrobe staples. Founded by Helen, the brand was initially built as a wholesale-first business, supplying boutiques across the UK with beautifully curated pieces. However, as Fika Edit grew, so did Helen’s ambitions—she wanted to establish a strong direct-to-consumer (DTC) presence, increase her online sales, and create a brand that customers actively sought out, not just one that retailers stocked.

With a background in fashion supply chain, Helen had an incredible eye for product but needed directional support on marketing, pricing strategy, and brand positioning to translate her wholesale success into a thriving DTC brand. Her goal was simple but ambitious: to achieve consistent daily sales on her website while scaling the business through strategic wholesale expansion.

 Engaging Helen as a Client

I first met Helen, the founder of Fika Edit, at the Moda Tradeshow, where we had a brief but memorable chat. When we later jumped on a discovery call, Helen was the first client to say YES on the spot—no hesitation, just a clear vision and a determination to grow her business fast. She knew she had a strong product, but she wanted expert guidance to shift Fika Edit from being “just” a wholesale brand into a powerful DTC brand with a distinct identity.

Over the next 12 months, we worked closely together to refine her brand positioning, digital marketing, and operational strategy—with some incredible wins along the way!

From Wholesale to Direct to Customer

At the start, Fika Edit was heavily reliant on wholesale orders. Helen’s main challenge was creating a website that actually converted customers, rather than just being a digital catalogue of stock. Her goal was clear: to generate daily website sales while continuing to grow her wholesale business in a more structured way.

To make this happen, we focused on:
✅ Cross-costing her bestsellers to bring down production costs and improve margins
✅ Repositioning her brand visually and strategically to resonate with direct customers
✅ Website UX improvements like reviews, wishlists, and storytelling to drive conversions
✅ Consistent email marketing & social content to nurture an engaged audience

Wholesale Growth & Logistical Operations

Wholesale remained an important part of the business, but Helen wanted to approach it in a more strategic and sustainable way. Together, we:

✅ Secured new distributors and shifted to a distribution model rather than relying on smaller boutique sales.
✅ Leveraged better pricing from China, improving product margins and ensuring more profitable collections.
✅ Developed a dedicated wholesale area on the website, making it easier for stockists to browse and place orders.
✅ Streamlined logistics—moving to a fulfilment service, downsizing the office, and saving £600 per month in operational costs.

One of the biggest turning points was cross-costing her bestselling styles. This wasn't just about saving money—it was about making the business more scalable and investable.

By breaking down the true costs of her most popular pieces, we secured better pricing with suppliers in the Far East, which allowed her to confidently secure a new distributor.

This new distributor partnership was a direct result of cross-costing, as it gave Helen the ability to offer wholesale prices that made sense for both parties. Without this work, she wouldn’t have been able to make the numbers stack up for larger orders.

🚀 The result? A leaner, more efficient business model that allowed Helen to focus on growth rather than getting stuck in day-to-day admin.

Building Confidence in Fika

Beyond the numbers and strategies, one of the most rewarding parts of this journey was seeing Helen’s confidence skyrocket.

At the start, she was hesitant about going bold with brand decisions, but over time, she:

💡 Became decisive and action-focused, making strategic moves like shifting to a fulfilment centre, hiring key team members, and investing in professional branding.
💪 Developed a fearless approach to marketing, launching bigger campaigns and not holding back on showing up as the face of her brand.
🎯 Grew into a confident CEO, stepping into a more visionary leadership role rather than just managing day-to-day tasks.

🚀 The result? Helen no longer second-guesses herself—she trusts her instincts, makes bold business decisions, and knows exactly where she wants to take Fika Edit next!

Brand Awareness & Aesthetics

A huge part of Helen’s transformation was her growing confidence in Fika Edit’s positioning and messaging online. As you can see in the evolution of her Instagram, she shifted from a mix of behind-the-scenes content to bold, product-focused visuals that showcased the clothes as the star of the show.

This change wasn’t just about aesthetics—it reflected a stronger belief in the product and its value. Instead of feeling like she needed to ‘sell’ every piece, Helen leaned into storytelling, styling, and brand-building to make the product desirable and aspirational.

With a clearer brand vision, a strategic launch plan, and a more confident sales approach, she went from hoping for orders to expecting them every single day.

Initially, Fika Edit’s branding felt more like a B2B supplier—functional, but not aspirational.

Together, we worked on:

✅ Elevating the brand’s visual identity—moving from mixed imagery to polished, high-fashion visuals that resonated with DTC customers.
✅ Repositioning Fika Edit for a more premium feel, focusing on high-quality photography, sleek website design, and compelling storytelling.
✅ Creating a strategic social media approach that showcased the product in a way that made customers aspire to wear Fika Edit rather than just see it as another clothing brand.

🚀 The result? A completely transformed Instagram aesthetic that now reflects a confident, stylish, and covetable fashion brand—something to be incredibly proud of!

Growing The Online Sales & Community

With the brand’s new positioning in place, the next step was to increase sales and engagement across digital platforms. We focused on:

📈 Boosting online revenue—November 2024 became Fika Edit’s biggest online sales month ever, with a 400% increase in orders thanks to strategic promotions and optimised website experience.
💡 Google Ads success—Through data-driven campaigns, we saw a +71% increase in store sessions and a 63% YoY traffic growth.
📩 Email marketing expansion—Helen’s mailing list grew from 153 to 426 subscribers, with twice-weekly campaigns driving steady sales.
💬 Stronger brand storytelling—Founder-led posts, styling reels, and in-depth brand stories helped build a deeper emotional connection with the audience.

🚀 The result? Fika Edit became more than just a clothing brand—it became a community where customers felt inspired to shop, engage, and be part of something special.

Conclusion

Helen’s transformation with Fika Edit is a perfect example of what happens when strategic direction meets bold execution. Over 12 months, I worked closely with her to refine everything from brand positioning to sales strategy, marketing, and operations—helping her navigate key decisions with confidence and take her business to the next level.

By providing expert guidance on wholesale growth, operational efficiency, and brand storytelling, I helped Helen step into her role as a visionary CEO, allowing her to move from reactive day-to-day tasks to a proactive, strategic approach to scaling. Together, we turned Fika Edit from a wholesale-driven business into a highly desirable DTC brand with a strong, recognisable identity and a thriving online customer base.

Are You Ready to Scale from 6 to 7+ Figures?

👉 If you’re a six-figure fashion business ready to scale to seven figures, my mastermind, The Scaling Project, offers the high-level support, structure, and strategy you need.

Answer a few quick questions to see if it’s right for you!