Focusing on a targeted niche, building a solid community with loyal customers, more than 500 resellers, and migrating to a stable online retail platform led PWRD By Coffee, a clothing line specialized in CrossFit and specialty coffees, to achieve an annual revenue of R$ 24 million. In mid-year, in June 2024, after migrating to Nuvemshop Next, the solution for major brands of the leading e-commerce platform in Latin America, the monthly revenue increased by 40%. Only in March 2025, the brand sold more than R$ 1.2 million.
A strategy widely used by the brand is commerce through resellers: there are over 500 spread across Brazil and abroad, who also purchase the products through the online store. Even in March 2025, the average amount spent per purchase by this audience was over R$ 2,246.00; during the same period, the average for the general public was R$ 300.00. To solidify the partnership with resellers, the brand usually does not run promotions; when they do, like on Black Friday, they are a success: over R$ 725,000 in sales to the end consumer in November of last year.
"The switch to the platform was essential for us to establish ourselves with the end audience. Previously, sales conversion 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 suffered from the instability of other platforms," says Amanda Aliperti, co-founder and creative director of the brand.
Segmentation and influencer marketing
PWRD By Coffee was developed in 2017 by Amanda Aliperti. Your family owned the Inverno D’Itália coffee franchise. She was directly involved in the store operations and, as a mother of two children, she struggled with limited hours; then, the idea of working with online businesses came up.
“Já estava inserida nesse nicho do café, então fiz camisetas com frases relacionadas à bebida. Comecei a conversar com influenciadores para que eles veiculassem a marca, até que uma delas topou, mas com a condição que eu fizesse uma aula experimental de crossfit com ela. Fiz, me apaixonei pelo esporte e vi ali um mercado que tinha muita demanda – o de roupas específicas para a prática de uma modalidade que está tão em alta”, explica Amanda.
For Amanda, the good numbers of the store are mainly due to the brand's dedication to communicating with a specific niche. The choice of CrossFit, in addition to reflecting a personal passion, is a strategic decision to focus your efforts on a very close-knit community. “Eu pratico o esporte e sou, ao mesmo tempo, mãe e empreendedora; não tenho um corpo idealizado, faço o que posso com o meu tempo, e escolho ser modelo das roupas da PWRD By Coffee justamente para gerar essa conexão com o público – a grande maioria não é atleta e faz o que pode também”, ressalta Amanda.
In addition to the points of contact with the public, who can access 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 goal is to expand to this channel as well. "With sales channels—including five physical stores—resellers, and crossfit industry events, we have managed to maintain a solid business, a reference in the crossfit industry. The goal now is to expand to more locations and continue growing," concludes Amanda.
