The brand had loyal fans. It needed a way to reach more people.
Force Wear is a clothing and accessories brand run by veterans, for veterans. Its designs carry military slogans and in-jokes, printed in-house for veterans and first responders who might otherwise have gone unaided.
The community was real. Force Wear had built a devoted following on social media without ads, because the brand understood life in the forces from the inside.
But growth had stalled. When sales were slow, the founder had time to create new designs and find new buyers. When sales picked up, making and sending orders took up the week. The better the business did, the less time there was to market it.
What held it back was clear: no in-house technical marketing or creative skills, a difficult BigCommerce site and not enough hours in the day.
We started by defining what growth was for
Force Wear wanted more than revenue. It wanted high profit, more fulfilment staff, better production tools and bigger premises. That became the goal for every decision.
We started by finding out what was working, where sales were being lost, why the brand could not grow on its own and where the biggest quick wins were.
That kept the work practical, with no long wish list of new channels. The first step was to remove what was holding back a brand people already loved.
Shopify made the site easier to run
BigCommerce was slowing Force Wear down. New features were hard to add, changes needed expensive developers, and technical problems kept pulling the team back into fixes.
We helped the team move to Shopify in a couple of weeks. That made the next steps possible: better product pages, reviews, upsells and built-in tracking, without fighting the platform each time.
A better website turned more visitors into orders
Once Shopify was in place, the site could do more of the work. We coached the team on the basics that turn visitors into buyers: sharper product offers, social proof, upsells and cleaner tracking.
At the same time, we looked for the common factors behind the best sellers. The question was simple: what makes a winning Force Wear product?
With tracking and dashboards in place, we defined five product formulas the team could keep using. Many designs built on those formulas became all-time best sellers.
Meta ads scaled the sales
Force Wear had a warm audience and a clearer site. That made Meta the right place to grow sales.
In the first month, the client reported £20 in sales for every £1 spent on ads. As spend grew, the average was £8 for every £1. Sales moved from roughly £500 a day to £3,000 a day within weeks.
Scaling took more than budget. It needed new ads every week, sales around dates such as the D-Day anniversary and Black Friday, and budget changes every day.
Why it worked
Force Wear already had a loyal audience, so the work focused on removing what held it back. Moving to Shopify made new features easier to add, and conversion basics turned more visitors into orders. The five product formulas gave the team a way to keep making best sellers. With a warm audience, a better site and new ads every week, Meta could scale sales from about £500 to £3,000 a day.
Growth changed how the business runs
Meta ads brought in £2.9M of sales, at a healthy profit. Force Wear could also raise cash when it needed to by running a sale: one 10-day Black Friday sale brought in £150k.
That money changed how the business ran. It hired more veterans and first responders, including people facing mental or physical challenges after active service. It also started an emergency support fund to reach veterans when they needed help most.
Its premises changed too. After three moves, Force Wear went from cramped spaces to larger premises, with more control over opening hours, equipment and storage. The garden-shed side project had become a market leader with its own warehouse.
