Intro
Transforming A Digitally Native DTC Brand Into A Multichannel Retail Leader
Mack Weldon, a private equity-backed DTC brand, skyrocketed in men’s underwear before evolving into a full sportswear lifestyle brand—then hit a revenue plateau. I stepped in as a Fractional Executive to spearhead brand strategy and sales execution across department stores, specialty retailers, and corporate gifting channels, despite razor-thin resources. With a strong product price-to-quality ratio but low brand recognition next to global giants, I pinpointed untapped market opportunities to reignite revenue growth and amplify brand reach.
SUCCESSFULLY LEADING A GTM STRATEGY
Unlocking A Stagnant Wholesale Channel With Data-Driven Insights
Challenge
Mack Weldon’s wholesale presence was minimal, with no solid foothold in brick & mortar stores. When I arrived, sportswear sales were negative, and the underwear business—while strong online—was flat in-store. Digging into the Total Addressable Market (TAM), I flagged a critical flaw: the singles-only underwear packaging wasn’t consumer-facing. Leveraging NPD data, I showed the CEO that 80% of the premium men’s underwear market hinged on multipacks. Sticking to a singles strategy was a losing battle—this was a complete shift in strategy that pushed the company out of their comfort zone but one they embraced.
Solution
Reinventing the playbook with the 3 P’s: Product, Pricing, Packaging. Two weeks in, I kickstarted a multipack strategy to seize the market’s white space. First, pricing: with singles at $30-$34 MSRP (15% above competitors), I set our 3-packs at a competitive $59 MSRP—premium yet accessible, outpacing rival $48 offerings. Next, product: partnering with design, we crafted a standout pique cotton-modal fabric blend, sidestepping the commodity cotton and microfiber norm to deliver unmatched quality and comfort. Finally, packaging: rejecting clichéd six-pack-abs models, we didn’t feature a model at all, rather leaned into Mack Weldon’s authentic, digital-native roots—highlighting product attributes in a clean, product-focused image on the packaging. The result? I drove the launch of CLOUDfx multipacks into Bloomingdale’s, Saks Fifth Avenue, and Dillard’s, followed by a Spring 2025 expansion with 20 SKUs, including ENDURANCEfx athletic 3-packs and elevated 2-pack Woven Boxer 24/7—tailored to the modern, active customer.
Bookings Increase
147%
AUR
+45%
SKU EXPANSION
+25%
MULTIPACK PENETRATION
0 to 46%
We just wrapped an engagement with Jeremiah where he lead our Wholesale Sales development. During that time we made significant strides growing major department store accounts and revenue. In addition, he helped spearhead our made for retail multi-pack offerings which have increased our potential with retail partners. Our in house team found Jeremiah to be an excellent sales mentor and leader. If you are looking for sales leadership – Jeremiah has my enthusiastic endorsement.