Overview
Finding Balance
Manduka had a customer problem. Despite having a passionate customer base, they operated primarily as a wholesale business disconnected from their customers and sales were concentrated in yoga mats—particularly the PROmat, which came with a lifetime guarantee and extremely long lifespan, thus low repeat purchasing. To drive growth, Manduka needed to scale its direct-to-consumer channel and marketing capabilities to build a closer connection to those customers while evolving its product line to encourage more regular purchases through a broader mat offering in appealing colors and patterns, plus an entirely new yoga and athleisure apparel assortment.
Years
2016-2018, 2024Growth
50% Revenue Growth Over 2 YearsConsulting Services
Brand & Marketing StrategyMarketing Services
eCommerce & Digital Marketing Management
Our Solution
We worked with Manduka's teams across multiple work-streams over a 2-year period to transform their business with new tools, cross-functional processes and systems:
- Digital Experience
Overhauled the ecommerce platform with a new user experience on an entirely new, more capable system. - Marketing Capabilities
Built a robust full-funnel, multi-channel marketing program including adding and optimizing digital channels, launching direct mail, and expanding community marketing. - Brand Expression
Worked with creative teams to up-level the creative expression and provide the assets needed for an expanded marketing offense, while positioning the brand as the ultimate source for yogis of all levels and all walks for life to attract a broader audience.
The Results
Over a two-year period, we rolled out new marketing capabilities, consumer experiences, systems, and cross-functional processes. The culmination was the successful launch of Manduka's apparel line, which transformed their customer base from making a single purchase every 12-24 months or longer, into regular seasonal buyers.
Key Achievements:
- Drove over 50% revenue growth in a 2-year period
- Successfully launched apparel as a new product category
- Transformed one-time purchasers into repeat customers
- Built scalable direct-to-consumer infrastructure and capabilities
