When we began working together, BRAVE Leather had a well-established brand and a loyal customer base built primarily through offline and wholesale channels.

As ecommerce became a more central part of the business, acquisition opportunities expanded quickly — but so did the risk of margin erosion. The existing growth setup had not yet been optimized for sustained online scale, and aggressive spend increases could easily undermine profitability.

The challenge was modernizing growth without compromising the principles that had sustained the brand for decades.

The core issue wasn’t demand — it was balance.

For established brands, ecommerce growth often introduces tradeoffs between scale and profitability. Pushing acquisition too aggressively can inflate costs, distort pricing strategy, and dilute brand positioning.

BRAVE Leather needed to grow online rapidly, but not at the expense of margin stability, brand perception, or long-term financial health.

Rather than optimizing for top-line momentum alone, we anchored every decision to profitability and control.

Aligning acquisition strategy to margin reality

We evaluated acquisition opportunities through the lens of contribution margin rather than surface-level efficiency metrics, ensuring spend increases were justified by downstream performance.

Scaling within defined efficiency guardrails

Spend expansion was tied to clear efficiency thresholds, allowing growth to accelerate without introducing margin compression or volatility.

Protecting brand integrity during expansion

Channel mix, creative strategy, and promotional pressure were all evaluated against long-term brand impact, not just short-term conversion lift.

This ensured growth reinforced — rather than undermined — the brand’s positioning.

The engagement resulted in a more disciplined ecommerce growth system:

• An acquisition framework aligned to margin constraints
• Performance guardrails designed to protect profitability at higher spend levels
• A clearer relationship between acquisition volume and downstream value
• Decision-making processes that balanced speed with financial discipline

This structure allowed ecommerce to scale while remaining consistent with how the business had historically operated.

Over a six-month period of accelerated growth:

• Online revenue scaled without compressing profitability
• Acquisition efficiency remained stable as spend increased
• Margin discipline was preserved during expansion
• Performance became more predictable and repeatable

These outcomes allowed BRAVE Leather to modernize its ecommerce channel without sacrificing the financial foundations of the business.