Cardi B's Grow-Good nearly doubles quarterly net sales
Cardi B's Grow-Good Beauty nearly doubled its net sales from the previous quarter and became one of Revolve Group's top 10 selling brands, co-CEO Michael Mente said on the November 3 earnings call. Glossy reported that management also credited the hair-care business with repeat purchases and a contribution to profits, without disclosing brand revenue or margins. Revolve's executives said Grow-Good attracted customers outside its established fashion audience, but they did not quantify the brand's share of customer growth. Its lower-priced products helped reduce group average order value by 5% year over year to $292. Mente said the company had restored stock across the range and planned mini products for November.
THE BREAKDOWN
For celebrity-founded brands, ask retail partners for repeat-purchase data and contribution margin before using launch sellouts to justify a larger marketing commitment. Separate new customer acquisition from purchases by the retailer's existing shoppers in campaign reporting. If the retailer wants talent to promote lower-priced trial products, check fulfillment costs before agreeing to a sales-based bonus. Define the sales basis and returns treatment in any revenue-share calculation, then secure access to the supporting reports. Schedule talent posts around confirmed stock availability so the brand can fulfill the demand it pays to create.
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