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%