Concentrating on a segmented niche, building a strong community with loyal customers, over 500 resellers, and migrating to a stable online retail platform allowed PWRD By Coffee, a clothing line specializing in crossfit and specialty coffees, to achieve an annual revenue of R$ 24 million. In the middle of the year, in June 2024, after migrating to Nuvemshop Next, a solution for large brands on 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. Still 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 final audience was R$ 300.00. To strengthen the partnership with the resellers, the brand usually does not offer promotions; when they do occur, such as during Black Friday, they are successful: over R$ 725 thousand in sales to the final audience last November.
“The switch to the platform was crucial for us to consolidate with the final audience. Previously, sales conversion was low due to website infrastructure problems and a high rate of cart abandonment. Today, not only do consumers benefit from an organized page, but also 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
The 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 children, struggled with scarce hours; hence the idea to work with online businesses.
“I was already involved in this coffee niche, so I made t-shirts with phrases related to the drink. I started talking to influencers to promote the brand, until one of them agreed, but 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 – specific clothing for a sport that is so popular,” explains Amanda.
For Amanda, the store’s success is mainly 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 very united community. “I practice the sport and am, at the same time, a mother and entrepreneur; I do not have an idealized body, I do what I can with my time, and I choose to model PWRD By Coffee’s clothes precisely to generate this connection with the audience – the vast majority are not athletes and do what they can as well,” emphasizes Amanda.
In addition to points of contact with the public, who can access VIP channels for brand news, PWRD By Coffee also has a very high product turnover rate: every 40 days, a new collection is launched. On social media, the strategy is to boost content through partnerships and sponsorships with athletes and influencers.
No Instagram, the brand has over 100 thousand followers, and with the arrival of TikTok Shop in Brazil, the promise is to expand to this channel as well. “With sales channels – including five physical stores – resellers, and crossfit events, we manage to maintain a solid business, a reference in the crossfit industry. The goal now is to expand to more locations and continue growing,” Amanda concludes.
