When we launched DTC Live, our goal was simple…
Bring together the people building the brands shaping modern commerce.
Over the past year, we’ve hosted founders from some of the most exciting DTC brands on stage in London, Manchester and New York. So, after hundreds of hours on stage later, we wanted to capture the best things we’ve learned along the way.
The DTC Live Playbook is our way of doing that...
It shares stories and strategies from 20+ brands redefining how DTC is done, from Represent and TALA to Loop Earplugs, Our Place, The Turmeric Co., Spice Kitchen and more.
These are real founders building multi-million-revenue brands, and sharing what actually worked for them.
The chaos, the pivots, the lucky breaks and the lessons they’d repeat again in a heartbeat.
Inside, you’ll find:
Packed with insights shared live on stage at our events, it’s a great resource for anyone building or scaling a brand.
Download your copy here!
It'll make discounts and product bundling smarter, faster, and more profitable. We’d love your input, this quick survey takes 3-4 minutes and will help us build something you’ll actually love to use.
As a thank-you, you’ll get early access and a launch discount!
But if you saw it and thought maybe next time, this is that next time
The one and only DTC Live Brand Retreat returns…
Expect slow mornings with coffee and mountain views, open roundtables and small workshops on what’s working (and what’s not), then long dinners and real conversations that spark ideas and friendships
You’ll recharge, refocus and leave with a clear strategy for 2026, surrounded by the people shaping modern commerce
Spaces are limited to keep it small and open
So, if you are a founder, operator or senior decision maker register your interest here.
At DTC Live, we sat down with Alexa Ritacco, CMO at Goop, to explore how one of the most recognisable lifestyle brands is evolving its approach to content, commerce and community.
Alexa joined Goop full time in June after consulting with the team for ten months. Before that, she worked at Rhode and spent six years at Jenni Kayne. Since stepping into the role, her focus has been reconnecting Goop to its roots while driving modern growth across every channel.
It’s the customer first. We define what we want that emotional ‘why’ to be, whether that’s why they’ll buy a product or engage with content. From there we develop brand and commerce goals together rather than in silos.”
That focus on the emotional reason behind engagement ensures brand and performance work together rather than compete for attention.
“We’ve been reanchoring the brand and rolling out a new look and feel. We migrated to Shopify and reworked every touchpoint, down to the decals in stores. It’s about going back to basics and tightening up.”
By revisiting its core identity, Goop is building a cohesive experience across every channel and detail.
“There’s always healthy tension between brand and performance. Sometimes promoting a product doesn’t fit that week’s content, so we plan six months ahead to integrate it naturally.”
Forward planning allows Goop’s storytelling and sales to align seamlessly, so neither feels forced.
“Community is at the core of everything. I spend a lot of time listening to what people are saying, both customers and non customers. We want to give them a 360 degree experience, not just a product page.”
By pairing data with direct feedback, the team shapes campaigns that reflect what people genuinely want to see.
“That marriage of content and commerce can be tricky, but it’s worth it. In testing, emails with stories or editor routines always outperform simple value props.”
Even in performance channels, narrative and context consistently outperform hard selling.
“We pass new channels through a few lenses: brand, performance, Gwyneth, and financial. We had a viral TikTok recently that taught us to be more fluid and flexible.”
This balance of structure and experimentation helps Goop stay agile while protecting its brand integrity.
“We’re doubling down on our Goop owned brands, especially Goop Beauty. The products really work, and there’s a lot of story to tell. We’ve scaled through paid, but now there’s more brand work to do.”
After proving performance, Goop is now leaning deeper into storytelling and emotional connection to drive long term loyalty.
Shopify raised the cap from 100 to 2,048 variants per product, giving brands way more flexibility.
No more splitting listings by colour or size, everything can now sit under one product with cleaner data and easier merchandising.
Tip: review your catalogue and merge duplicates for simpler inventory and analytics.
You can now sell subscriptions in-store through Shopify POS.
That means customers can sign up for recurring orders right at checkout, ideal for brands running retail spaces or pop-ups.
Tip: if you’re already running subscriptions online, enable them in POS to boost repeat revenue.
POS is moving beyond checkout, bringing together retail, customer data and AI for a more connected experience.
Tip: start using in-store data to personalise marketing or link customer profiles across channels.
