Focusing on a niche market, building a solid community with loyal customers, over 500 resellers, and migrating to a stable online retail platform led PWRD By Coffee, a clothing line specializing in crossfit and specialty coffee, to achieve an annual revenue of R$24 million. In mid-2024, after migrating to Nuvemshop Next, a solution for major brands on Latin America’s leading e-commerce platform, monthly revenue increased by 40%. In March 2025 alone, the brand sold over R$1.2 million.
A widely used strategy by the brand is reseller commerce: with over 500 spread across Brazil and abroad, they also purchase products through the online store. In March 2025, the average purchase amount from this audience exceeded R$2,246.00, while the average for end consumers was R$300.00. To solidify partnerships with resellers, the brand rarely runs promotions; when they do, like during Black Friday, they are a success: over R$725,000 in sales to end consumers last November.
“The migration to the platform was crucial for establishing our brand with end consumers. Previously, sales conversion was low due to website infrastructure issues, and cart abandonment was high. Now, not only do consumers benefit from an organized page, but so do our resellers, who struggled with the instability of other platforms,” says Amanda Aliperti, co-founder and creative director of the brand.
Segmentation and influencer marketing
PWRD By Coffee was founded in 2017 by Amanda Aliperti. Her family owned the Inverno D’Itália coffee franchise. She was directly involved in store operations and, as a mother of two, struggled with limited time—hence the idea of working with online businesses.
“I was already embedded in the coffee niche, so I made T-shirts with phrases related to the drink. I started talking to influencers to promote the brand until one agreed, under the condition that I try a crossfit class with her. I did, fell in love with the sport, and saw a market with strong demand—clothing specific to a trending fitness activity,” explains Amanda.
For Amanda, the store’s strong performance is largely due to the brand’s dedication to engaging a specific niche. Choosing crossfit, beyond reflecting her personal passion, is a strategic decision to focus efforts on a tight-knit community. “I practice the sport while being a mother and entrepreneur; I don’t have an idealized body, I do what I can with my time, and I model PWRD By Coffee’s clothes to connect with our audience—most aren’t athletes and do their best too,” Amanda emphasizes.
Beyond direct engagement with customers through VIP channels for brand updates, PWRD By Coffee also has a high product turnover: a new collection is launched every 40 days. On social media, the strategy involves boosting content through partnerships and sponsorships with athletes and influencers.
On Instagram, the brand has over 100,000 followers, and with TikTok Shop’s expansion into Brazil, the plan is to tap into this new channel. “With multiple sales channels—including five physical stores—resellers, and crossfit industry events, we’ve built a solid business that’s a reference in the crossfit space. Now, the goal is to expand to more locations and keep growing,” Amanda concludes.
