Petal And Pup: History, Business Details – A Case Study

Start small, do incredible work, and grow beyond – that is how most of the small businesses that do smart businesses grow over time. Petal and Pup, an Australia-based fashion and apparel business, started in the living room of Tiffany Scarff. But when she ran out of space, she needed to give her business a home.

It is another success story of a fashion brand that grew under Shopify Plus’s umbrella and became independent. This is a story of how Petal & Pup started running an in-home start-up and rose to gain global clients from across 80 countries.

In this article, I have recorded the challenges, solutions, and success of Petal and Pulp as a small business. Keep reading for smart insights.

About Petal And Pup

Petal and Pup is a fashion and apparel business based in PO Box 80, Clayfield, Queensland, Australia. This small business comes under the retail industry. They serve as an affordable online shopping store for women looking for fashion outfits. Women can shop for dresses, playsuits, and more. However, they are still a private company and therefore do not have an official ticker symbol – yet.

Tiffany Scarf and her father started the company. But, thanks to the growth, they are 28 employees strong. What’s more, Petal and Pup have seen a 400% YoY growth and currently ship orders to buyers across the globe. There are more than 80 different countries where Petal and Pup sell their products.

Their official website now features pretty-looking fashion outfits. The Instagram section is also worth scrolling through. The dresses are affordable, comfy, and instagramable. The section consists of 1000 different styles of outfits. Each week there are 80 new arrivals.

What Challenges Did Petal And Pup Face?

The company initially had all the staff and members from the founder’s family, Tiffany. Tiffany grew this business through Shopify Plus in 2014. At that time, she would usually stay in the business building working for 16 to 18 hours every day.

However, before this business grew, it had Philip, Tiffany’s father, as the CEO, her mother Robyn as the HR, her husband Julian as COO, and her uncle at the manufacturing helm.

One of the main difficulties in the fashion and apparel industry indeed is competition. But 2016 did wonders for Petal and Pup.

They started to overgrow from the close family business. The company started having orders from outside the country and started scaling further. Petal & Pup had the company strategy at the top of their minds.

They were already thinking of rolling out new products and selling to different other countries. But most of the challenges for such apparel and fashion brands are the competitive environment. The traffic volumes are strong; the abandonment rate is incredibly high. It is also challenging to retain customers.

But, according to what Julian Henry Said, Petal and Pup leveraged all the technology help Shopify Plus could offer.

Petal And Pup’s Smart Business Strategy

Both Shopify and Yieldify helped Shopify begin something new. Petal & Pup added some benefits to their business through Shopify Plus. Some of them included adding unlimited staff accounts and offering Shopify Flow for eCommerce automation. Auto-tagging products that are new and access to exclusive merchant success resources.

Yieldify also helped identify different personalization opportunities that could help Petal & Pup. Here are some strategies Petal and Pup implemented using Yieldify –

• They personalized the lead capture experience, thereby maximizing the email signups and newsletter subscriptions. This allowed them to manage the new visitors and the returning customers well.
• They added a filter-by-size option on the category pages of the website. This resulted in a reduced customer exit rate among the early funnel browsers.
• Petal and Pup used tailored messaging options to increase the conversions of older visitors. The tailored messaging was also based on style drops, cross merchandise, new arrivals, shipping options, and more.
• Yieldify also helped with targeted social proof experiences. It reassures the quality of the product and allows for creating urgency based on the scarcity and demand of the products. This also helped them improve in-session sales.

Petal & Pup Dresses

Whether you are looking for casual outfits, jeans, occasional outfits, or your personally tailored street outfit, it is a go-to platform for you. There is a category called ‘New’ that adds the latest trending outfits customers are looking for.

They list different types of clothes based on styles, sizes, occasions, colors, and more. On top of that, now they have brought in shoes and accessories to the website.

There is also a ‘Sale’ category allowing shoppers to choose products under their budget. They can choose products from under $30, $50, and $75 budget. Customers can also avail of petal and pup discount codes by signing up for their email list. Buyers can also take advantage of the 10% discount code.

Petal And Pup Competitors

The fashion and apparel retail industry is already crowded. But here are some potential competitors Petal and Pup is fighting through –

PepperMayo Pty Ltd

This is another Australia-based company that has earned $5 million in revenue. They have 25+ employees working for them.

Esther Boutique

Esther Boutique is also a Sydney, Australia-based apparel retail company. They reached an average of $5 to $10 million in revenue with only 20 employees.

Yosemite

This is another Australia-based fashion and apparel brand. And they have generated more than $5 in revenue.

Lelulah Boutique

Here is another competitor of Petal and Pup. Lelulah Boutique is also based in Australia and has generated $5 in revenue.

Beginning Boutique

Another apparel brand is playing in the same league as Petal & Pup is Beginning Boutique. They have also generated $5.1 million in revenue.

What Was The Result?

Petal and Pup achieved 77:1 ROI, and their email leads increased by 116%. Also, Yildify helped them live the conversion rate by 5% to 17%. Their Year-over-Year Sales increased by 400% between 2017 to 2018. Most of the new arrivals at the Petal and Pup Store are native and global hits. A massive 20% of their gross revenue is from international sales, according to the most recent data. The company has reached a net worth of $6.1 million within this short amount of time. For a small business, it was a huge success.

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