Case Study
Growth doesn’t happen in one channel.
It happens when digital, retail, and tour work together, building visibility, deepening loyalty, and compounding revenue over time.
Across eCommerce, national retail expansion, and 2 major global tours, we built a merchandise strategy designed to scale alongside Lainey’s rapidly growing fanbase, without losing the personality and authenticity that made it resonate in the first place.
Ecommerce
The foundation started online. Through intentional campaign planning and strategically timed drops, the store evolved into a year-round engine rather than a tour-only moment.
Holiday capsules, album-driven launches, and coordinated digital storytelling created repeat purchase behavior and consistent engagement. Instead of relying on one viral spike, the focus was steady momentum — turning attention into sustained growth and building a loyal customer base that returns drop after drop.
44% YEAR OVER YEAR ECOMMERCE REVENUE GROWTH
Retail
As visibility expands, so does physical distribution. Placement across major national retailers extends reach beyond the core fanbase into everyday lifestyle channels.
To accelerate growth, we introduce an Amazon Exclusive Collection amplified through TikTok influencer partnerships. By pairing exclusive product with social-native storytelling, the launch drives awareness at scale and translates digital attention directly into retail performance.
The strategy isn’t just about being in more stores, it’s about showing up with intention in each one.
8X RETAIL REVENUE GROWTH YEAR OVER YEAR
Tour
On the road, merchandise became a reflection of the brand’s evolution. Across the Country’s Cool Again Tour and Whirlwind World Tour, specialty apparel and curated bundles were designed to feel collectible and personal.
Operationally, real-time tracking and strategic restocks ensured consistency across 82 dates, including Europe. As demand increased, performance scaled with it, growing per-head and overall tour revenue year over year.
From hometown venues to international arenas, the merchandise program expanded in step with the audience, maintaining authenticity while increasing impact.
78% INCREASE IN PER HEAD YEAR OVER YEAR
