Revenue more than doubled, led by the US.
The Silk Co is a slow-fashion label from Byron Bay with a loyal Australian following. We started in February 2025, took the brand into the US, aimed the ad budget at the styles that sell, and relaunched its ambassador programme. Over the last twelve months revenue is more than double the twelve months before we started, and the US is now the biggest market.
vs the 12 before we started Shopify
up from 24% Shopify
Jul–Aug 2026 vs 2025 Xero + Meta
1 Aug–16 Sep 2026 Shopify
A loyal following, more reach than it was getting.
Sales were steady and mostly Australian. The brand had more in it: a product that already sold in the US, and a community of creators ready to sell for it.
In the twelve months before we started, about a quarter of sales came from the US and almost half from Australia. A handful of styles carried the range.
Take the brand to the US properly, aim the budget at the styles that sell, and give creators a reason to sell for the brand again.
Keep the brand’s full-price voice throughout. Sale periods are run as merchandising, and we don’t count them as ad wins.
A new market, then sharper spend.
Took the brand to the US
Pushed into the US after the 2025 Valentine’s peak, with campaigns and creative built for a US audience and most of the budget weighted there.
Spend that follows the margin
Cut spend on bandanas and other non-core lines, and gave the Delilah its own ads alongside Sasha.
Relaunched the ambassador programme
Built the ambassador page into the live store, wired sign-ups into email, and found new creators who look like the brand’s best ones, in Australia and the US.
What each style really earns
Costed each style from the client’s own Shopify cost data, and separated accounting entries from cash movement so margin could be read style by style.
Buying to demand
Built a sell-through view by style from Shopify and warehouse data to size restocks.
Pricing and promotion strategy
Designed a four-tier archive sale with a gift-with-purchase layer for the end-of-financial-year clearance.
The US was already buying. We gave it a reason to buy more.
A quarter of sales, then more than half.
Before we started, the US made about a quarter of sales. After the push it grew every season: 42% of sales from February to September 2025, and 55% from April to September 2026. Australia more than doubled too, so the growth didn’t come at the home market’s expense.
- US share, 12 months before we started 24%
- US share, Feb – Sep 2025 42%
- US share, Apr – Sep 2026 55%
- US sales, last 12 months vs before +329%
- Australian sales, same comparison +111%
Demand outran stock, and it’s climbing again.
Back on the way up.
Demand outran stock from December 2025 to May 2026. With stock back, June to September 2026 ran 15% above the same months a year earlier, and US sales were up 85%.
Each Meta dollar is bringing back 43% more than a year ago, and almost all of it now goes to the Delilah and Sasha.
vs the same months of 2025
same months
Apr–Aug 2026, from 2.8×