Bed Threads
500% Growth Within The First Year
“Very grateful to be on this journey together” — The partnership Bed Threads couldn’t live without
Genevieve Rosen-Biller, founder of DTC trailblazer Bed Threads, used to wake up at 7am every Sunday morning to reset their Facebook ads for the week. She wasn’t an expert, and she realised this early on. Once there was enough working capital in the business, she reached out to Elephant Room for digital advertising help.
Before Bed Threads celebrated its first birthday, Genevieve met Adam and Matt from Elephant Room at a popular brekkie spot in Bondi. What they all didn’t know at the time, was this partnership was going to set them both on a massive growth journey neither was anticipating.
Within the first year of partnering with Elephant Room, Bed Threads grew 500%. The following year? 300% The year after that? 60%. Fast forward four years and the team has grown too, going from one to a team of 30 (and hiring). Equally, Elephant Room has grown from a team of 5 to a team of 35.
It quickly became apparent — this partnership was more than just a leasing of labour. It was a mutual springboard.
- Website Development
- International Expansion
- 3D Visualisation
- Paid Media Management
- Technical Onsite SEO
- CRM/Klaviyo Management
- Custom Middleware
- Gorgias Helpdesk Implementation
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A typical tale for Elephant Room, but compounded with obscene growth
The beauty of partnering with a brand in the early days is gaining a deep operational and digital understanding. Bed Thread’s rapid growth in a short period of time presented several opportunities and challenges that many brands would be lucky enough to experience over a decade. In Bed Thread’s case, in less than two years. While this built strength within their business, it also created a strong sense of dependency on Elephant Room.
“We see Elephant Room as partners in our business. We love working with them, and we truly owe and credit so much for the success of Bed Threads to Elephant Room. I’m very grateful to be on this journey together,” Genevieve said.
Replatforming to Shopify — the beginning of no end
In the beginning, Bed Threads was operating on a Wordpress website. Genevieve wanted to create a place where you can shop, read, and get inspired. The problem: it wasn’t optimised for eCommerce. It was primarily a blog platform. This was the first port of call for the team at Elephant Room.
When Bed Threads switched over to Shopify a year later, they noticed a huge uptick in sales. “Our business doubled from one day to the next,” Genevieve said. Elephant Room improved the UX and UI, optimised the website for conversions, all without losing a home for Bed Threads to continue running their digital publication.
It was striking the balance between marketing and technical understanding that enabled Bed Threads to continue focusing on what they do well from a brand, product, and content perspective.
This project cascaded into training a team, building new content experiences, optimising page load speed, building a whole new marketing stack within Shopify, and using the available technology to build their bundle builder.
Building the bed bundle functionality
From scripts to check-out edits, Elephant Room leveraged every single feature available in Shopify Plus to create Bed Thread’s Bed Bundle Builder.
The task at hand was not straightforward, especially with their 3PL and warehousing demands. While most other systems would tumble at volumes (especially through sales periods), Bed Thread’s bundle builder is testament to the resilience of the Shopify Plus platform.
Case in point: Black Friday sales. Bed Threads had all cylinders firing as Elephant Room leveraged every possible cavity of the Shopify Plus platform — automation, order tagging, pre-orders, and bundles to name a few.
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