CASE STUDY
Overcoming Cuyana's Growth Platea
THE BRAND
Cuyana is an accessible luxury accessories brand loved around the world—a 13-year-old, Series C company.
d.luxury helped diversify spend into upper funnel channels while Maintaining first-order profitability across all product types.
+30%
First-Order Profit per New Customer Order
+106%
YoY Spend
+19%
Average Order Value
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Focused on efficiency and scale while also increasing the value of the customer.
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Scaled paid media spend while maintaining efficiency: Paid Search orders increased +44% while new customer ROAS through Google & Bing improved by +8% and CAC remained steady YoY.
+106%
Yoy Spend
D.LUXURY SUCCESS STORY
"We are thrilled to have partnered with the D.LUXURY team. They are strong believers in our brand and mission. In addition, their operating experience in retail as well as their vision for the next generation brands is unique and exciting. This enables us to seek their input and have rich discussions around key initiatives of our business."
Karla Gallardo
CEO & CO-FOUNDER / CUYANA
The Challenge
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The company had grown organically and hit a growth wall after D.LUXURY invested $33MM into the business.
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They needed to unlock a profitable growth strategy that went beyond organic growth.
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D.LUXURY was asked to step in as a fractional/interim CMO to help build and execute a digital growth strategy.
What We Did
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Built out a holistic marketing strategy.
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Partnered on forecasting overall growth, providing multiple scenarios that enabled us to collectively come to the right strategy.
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Upgraded analytics to focus on the core metrics of the business, enabling the whole company to make informed daily decisions.
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Diversified spend from Google and Meta to TikTok, Pinterest, OTT, sponsored content, paid influencers, and always-on direct mail to enable first-order profitability at scale.
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Collaborated with an existing agency and eventually took over paid search to rebuild the strategy and program, whilst assisting with building internal competencies for paid social.
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Focused acquisition on top LTV products and optimized to the first-order breakeven points for each category.
CASE STUDIES
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