A Sheffield performance brand · £50K → £320K MRR.

This archetype is a slice of Sheffield sports performance and advanced manufacturing DTC we ship into reliably: a steel-heritage maker at £50K MRR pre-engagement, with strong product and a Shopify Basic storefront that undersold it. Think cycling, running, or climbing performance, or a knife and outdoor-tool maker pivoting into DTC.

Three structural problems compounded the growth ceiling. Spec data (weight in grams, material composition, third-party lab tests) lived in spec sheets buyers had to download, not on the product page where the decision happens. No third-party lab certification was on display.

B2B trade buyers had it worse. Specialty retailers, professional teams, and service centres were pushed through DTC checkout with no NET-30 terms, custom pricing tiers, or trade-only catalogue. Klaviyo, meanwhile, held every buyer in one cohort instead of trail, road, and lab use-cases, leaving a 30% revenue lift from use-case-aware merchandising on the table.

Workstream 1 · Shopify Plus + spec-first product detail. We migrated the store to Shopify Plus and put the spec sheet on the product page itself. Metafield-driven surfaces carry weight in grams, material composition, third-party lab certification, and use-case markers.

Workstream 2 · B2B trade portal alongside DTC. Then we opened a proper trade lane. The Shopify Plus B2B catalog brought NET-30 terms, custom pricing tiers, trade-only SKUs, and separate brand-controlled catalog access. B2B trade attach reached 22% of revenue.

Workstream 3 · Klaviyo use-case segmentation. We rebuilt Klaviyo around how buyers actually train. Flows segment by trail, road, and lab use-case, with post-purchase replenishment for performance consumables and lapsed-buyer winback tied to seasonal training cycles. Email revenue share moved from 8% to 26%.

Workstream 4 · Returns + try-and-return mechanics. Performance gear gets tried, and some of it comes back. We integrated a returns platform for try-and-return cycles, simplified returns label generation, and built an exchange flow for size-fit revisions.

Workstream 5 · Bundle + season-pack merchandising. Finally, bundles. Bundle SKUs group the kit-essentials: jersey + shorts + gloves for cycling, top + tights + socks for running. AOV moved from £92 to £138 across 12 months.

If you run a Sheffield sports performance, outdoor, or steel-heritage brand in the £30K to £100K MRR range, this playbook likely transfers. The tell-tale signs: strong product, specs hidden in download-only sheets, no B2B trade portal, generic Klaviyo flows. It is a pattern we ship into Steel City reliably.

The 14-week timeline holds steady. Metrics typically land within plus or minus 20 percent.

Five capabilities transfer directly. Shopify Plus migration with spec-first product detail. B2B trade portal with NET-30 terms and custom pricing tiers. Klaviyo use-case segmentation for trail, road, and lab cohorts. Returns-platform integration for performance try-and-return. Bundle and season-pack merchandising for kit-essentials.

Every Sheffield engagement starts with a 30-minute discovery call. Scope, timeline, and budget come back in writing within 48 hours.