An eight-year partnership that transformed an Amazon-dependent reseller into one of the UK’s largest toys and games retailers, with owned brand, owned customers, and control of its future.
When The Make Group first started working with Booghe, the business was a high-performing Amazon reseller, profitable, efficient, and entirely dependent on a platform it didn’t own. The founders understood the risk and had the ambition to change it. What they needed was a strategic partner to help reimagine what the business could become.
Over an eight-year engagement, we worked directly with the CEO to redesign the business from the ground up. This wasn’t a channel addition. It was a fundamental replatforming of the commercial model, building owned brand, owned customer relationships, and a multi-channel retail infrastructure capable of sustaining long-term growth.
The work evolved with the business, from establishing the initial DTC capability, through scaling performance and international expansion, to enabling entry into physical retail. At each stage, the strategic and executional challenge shifted, and so did our role.
Results:
Built the business into the UK’s 3rd largest toys and games eCommerce retailer, delivering over 10,000 monthly orders and a 5.4% conversion rate (vs. 1.3% category average), with traffic ranking in the top 1% of comparable launches.
