Segmentation and reselling: CrossFit clothing brand earns R$ 24 million per year

Focusing on a niche market, building a solid community with loyal customers, maintaining a network of over 500 resellers, and migrating to a stable online retail platform enabled PWRD By Coffee, a clothing line specializing in CrossFit and specialty coffees, to achieve an annual revenue of R$ 24 million. In mid-2024, specifically June, after migrating to Nuvemshop Next—a solution for major brands offered by the leading e-commerce platform in Latin America—monthly revenue increased by 40%. In March 2025 alone, the brand sold over R$ 1.2 million.

A strategy widely used by the brand is sales through resellers: there are over 500 spread across Brazil and abroad, who also purchase products through the online store. Also in March 2025, the average purchase value for this audience was over R$ 2,246.00; during the same period, the average for end consumers was R$ 300.00. To solidify the partnership with resellers, the brand rarely runs promotions; when they do occur, such as during Black Friday, they are highly successful: over R$ 725,000 in sales to end consumers in November of last year.

“The migration to the platform was crucial for consolidating our presence with end consumers. Previously, the sales conversion rate was low due to website infrastructure issues, and cart abandonment was very high. Today, not only do consumers benefit from an organized page, but so do our resellers, who struggled with the instability of other platforms,” states Amanda Aliperti, co-founder and creative director of the brand.

Segmentation and influencer marketing

PWRD By Coffee was developed 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; this led to the idea of working with online businesses.

“I was already immersed in the coffee niche, so I made t-shirts with phrases related to the beverage. I started talking to influencers to promote the brand, until one agreed, on the condition that I take an experimental CrossFit class with her. I did, fell in love with the sport, and saw a market with high demand—clothing specific for practicing a modality that is so popular,” explains Amanda.

According to Amanda, the store’s strong performance is largely due to the brand’s dedication to communicating with a specific niche. The choice of CrossFit, besides reflecting a personal passion, is a strategic decision to focus efforts on a tight-knit community. “I practice the sport and am, at the same time, a mother and entrepreneur; I don’t have an idealized body, I do what I can with my time, and I choose to model PWRD By Coffee clothing precisely to create this connection with the audience—the vast majority are not athletes and also do what they can,” emphasizes Amanda.

In addition to points of contact with the audience, who can join VIP channels for brand updates, PWRD By Coffee also has a very high product turnover: a new collection is launched every 40 days. On social media, the strategy is to boost content through partnerships and sponsorships with athletes and influencers.

On Instagram, the brand has over 100,000 followers, and with the arrival of TikTok Shop in Brazil, the plan is to expand to this new channel as well. “With sales channels—including five physical stores—resellers, and CrossFit industry events, we have managed to maintain a solid business, a benchmark in the CrossFit industry. The goal now is to expand to more locations and continue growing,” concludes Amanda.