Case Study
Case Study
How Aduna Capital turned a single boutique into a $2.8M success
How Aduna Capital turned a single boutique into a $2.8M success
How Aduna Capital turned a single boutique into a $2.8M success
Company
Aduna Capital
Company
Aduna Capital
Company
Aduna Capital
Services
Market Research · Branding · E-commerce Setup · Digital Marketing · Growth Strategy
Services
Market Research · Branding · E-commerce Setup · Digital Marketing · Growth Strategy
Services
Market Research · Branding · E-commerce Setup · Digital Marketing · Growth Strategy
Industry
Finance
Industry
Finance
Industry
Finance
Year
2025
Year
2025
Year
2025
Aduna Capital began as a single boutique in a busy downtown street, offering trendy clothes to a loyal local crowd. Their challenge? They had no online presence, no scalable growth plan, and were losing customers to bigger brands that dominated social media and e-commerce. They came to us with one question: “How do we compete with the big guys?”
Aduna Capital began as a single boutique in a busy downtown street, offering trendy clothes to a loyal local crowd. Their challenge? They had no online presence, no scalable growth plan, and were losing customers to bigger brands that dominated social media and e-commerce. They came to us with one question: “How do we compete with the big guys?”
Aduna Capital began as a single boutique in a busy downtown street, offering trendy clothes to a loyal local crowd. Their challenge? They had no online presence, no scalable growth plan, and were losing customers to bigger brands that dominated social media and e-commerce. They came to us with one question: “How do we compete with the big guys?”
Alfonso Aduna
Alfonso Aduna
Alfonso Aduna
Founder of Aduna Capital
Founder of Aduna Capital
Founder of Aduna Capital
"We always dreamed of scaling, but the truth is we didn’t know how to compete online. With the team’s help, we went from a single store to being a real brand people talk about — and we did it faster than we thought possible. It feels like we’ve jumped five years ahead."
"We always dreamed of scaling, but the truth is we didn’t know how to compete online. With the team’s help, we went from a single store to being a real brand people talk about — and we did it faster than we thought possible. It feels like we’ve jumped five years ahead."
"We always dreamed of scaling, but the truth is we didn’t know how to compete online. With the team’s help, we went from a single store to being a real brand people talk about — and we did it faster than we thought possible. It feels like we’ve jumped five years ahead."
The challenges
Expanding a boutique into a national fashion brand wasn’t going to be easy. Some of the major challenges included:
Lack of online presence: They had no website, no online sales channel, and no social media strategy.
Dependency on foot traffic: 100% of revenue came from walk-ins, which made scaling impossible.
Weak brand identity: While customers loved their products, their brand looked inconsistent and unprofessional.
Operational gaps: No systems for handling inventory or managing sales beyond the physical store.
The founders were motivated but overwhelmed, unsure of where to even begin.
Our approach
We structured our work with Urban Threads into four key phases:
Phase 1: Market research & audience analysis
We analyzed industry trends, competitor strategies, and customer behavior to identify the sweet spot for Urban Threads. We discovered that their unique strength lay in affordable “fast-trendy” pieces — items that customers could wear to both casual and semi-formal events.
Phase 2: Brand refresh
We developed a cohesive brand identity with a new logo, color scheme, and voice that appealed to their target demographic (18–30-year-olds). This made Urban Threads look polished, professional, and trustworthy — essential for gaining traction online.
Phase 3: Digital transformation
We built a fully functional e-commerce website optimized for mobile, with secure payment integration and an easy shopping experience. Simultaneously, we launched their social media presence, with content that balanced lifestyle storytelling and product showcases.
Phase 4: Growth strategy
To accelerate growth, we designed targeted ad campaigns on Instagram and TikTok, collaborating with micro-influencers who matched the brand’s vibe. We also set up a loyalty program to increase repeat purchases and an inventory management system to prevent stockouts.
The challenges
Expanding a boutique into a national fashion brand wasn’t going to be easy. Some of the major challenges included:
Lack of online presence: They had no website, no online sales channel, and no social media strategy.
Dependency on foot traffic: 100% of revenue came from walk-ins, which made scaling impossible.
Weak brand identity: While customers loved their products, their brand looked inconsistent and unprofessional.
Operational gaps: No systems for handling inventory or managing sales beyond the physical store.
The founders were motivated but overwhelmed, unsure of where to even begin.
Our approach
We structured our work with Urban Threads into four key phases:
Phase 1: Market research & audience analysis
We analyzed industry trends, competitor strategies, and customer behavior to identify the sweet spot for Urban Threads. We discovered that their unique strength lay in affordable “fast-trendy” pieces — items that customers could wear to both casual and semi-formal events.
Phase 2: Brand refresh
We developed a cohesive brand identity with a new logo, color scheme, and voice that appealed to their target demographic (18–30-year-olds). This made Urban Threads look polished, professional, and trustworthy — essential for gaining traction online.
Phase 3: Digital transformation
We built a fully functional e-commerce website optimized for mobile, with secure payment integration and an easy shopping experience. Simultaneously, we launched their social media presence, with content that balanced lifestyle storytelling and product showcases.
Phase 4: Growth strategy
To accelerate growth, we designed targeted ad campaigns on Instagram and TikTok, collaborating with micro-influencers who matched the brand’s vibe. We also set up a loyalty program to increase repeat purchases and an inventory management system to prevent stockouts.
The results
The transformation was dramatic:
$2.8M in online sales in the first year (from zero baseline).
120K Instagram followers gained in 10 months.
45% increase in repeat customers thanks to loyalty rewards.
Expansion from 1 store to 6 stores across three cities in 3 years.
Featured in two national fashion magazines as a rising brand.
Urban Threads went from a boutique with local buzz to a recognized fashion retailer competing with much larger players.
Lessons learned
Brand consistency matters: Customers are more likely to trust and buy from a brand that looks and feels professional.
Social media is a sales engine: Platforms like TikTok and Instagram aren’t just for likes — they drive measurable revenue.
Systems create scale: Without inventory management and digital infrastructure, growth would have collapsed under its own weight.
Small businesses can compete with giants if they play to their strengths and embrace digital tools.
Key takeaways
Urban Threads is proof that even a small boutique can grow into a multimillion-dollar brand with the right strategy. With clear positioning, a modern digital presence, and scalable systems, they not only survived in a competitive market but thrived.
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