A DTC Brand With No Transactional Store
Wild makes natural, refillable deodorants sold in aluminium cases with compostable refills. The brand was growing fast through social media and retail partnerships but had no direct-to-consumer store. Customers who wanted to subscribe to regular refill deliveries had no way to do so.
The challenge was not CRO or a platform migration. It was building a subscription-first commerce infrastructure from the ground up. Wild's business model ran on recurring revenue. Every first-time buyer needed to become a long-term subscriber, and the store had to make that feel obvious from the moment they arrived.
A Subscription-First Store Built From the Ground Up
01.
First Shopify Plus Store Build
We designed and built Wild's first store on Shopify Plus from scratch. The UX was built around subscriptions from page one: product pages led with the subscription value proposition, the refill range was structured to encourage bundles, and the checkout made subscribe-and-save the natural default.
02.
ReCharge Subscription Architecture
ReCharge was implemented as the subscription engine with a custom configuration built for Wild's refill model. Customers could choose their case, select their scent, and set their delivery frequency, all in a single flow. Subscription revenue scaled to 80,000+ active monthly subscriptions within twelve months, making it the primary revenue stream of the business.
03.
Custom Scent-Swap Customer Portal
A custom subscriber portal was built to let active customers swap their scent between deliveries without cancelling. The portal handled scent changes, frequency adjustments, delivery pausing, and gifting, all without customer support involvement. The scent-swap feature became the key retention mechanism, reducing churn 34% by removing the main reason subscribers cancelled.
04.
International German Storefront
Following the success of the UK store, we built a localized German Shopify Plus clone: translated content, EUR pricing, DE-compliant checkout flow, and local fulfillment routing. The international expansion was delivered in six weeks, using the UK store architecture as the foundation. Germany became Wild's second-largest market within three months of launch.
“We had the brand and the product. We just didn't have a store. Ecomm Wizards built the whole subscription infrastructure from scratch and 80,000 subscribers in year one was beyond anything we had projected. The scent-swap portal changed our churn numbers entirely.”
Charlie Bowes-Lyon
Co-Founder, Wild
