Gross sales up 115% to $3M+ with acquisition‑first growth
Net-New Customers at Scale: How a Three-Channel Performance Engine Turned Barabas Men Into a $3M+ Powerhouse
Barabas Men is a premium men’s fashion brand competing in one of DTC’s most cluttered categories. They came to Rozee Digital with a clear, aggressive vision: scale revenue fast by acquiring net-new customers — without relying on past buyers.
The brief wasn’t “run our ads”. It was to build a full-funnel performance engine across Meta, Google and Email that could support high-volume acquisition while maintaining strong ROAS and lifting long-term customer value.
Growth couldn’t come from remarketing to past buyers — the mandate was net-new customers at scale. But both Meta and Google sat at roughly 1.5x ROAS, nowhere near efficient enough to fund aggressive cold-traffic scaling.
Three channels were running without clearly defined roles, overlapping and competing for budget. And without a retention system underneath, every hard-won new customer risked being a one-time transaction — making the acquisition maths harder than it needed to be.
Meta for awareness and cold-traffic conversion. Google for high-intent capture. Email for retention, AOV growth and the second purchase. All of it backed by a rapid creative testing system and a full-funnel performance structure that kept each platform accountable.
Meta Ads: 1.5x to 2.5x ROAS at $100K+/month
We allocated 100% of Meta budget to cold audiences — no retargeting — and tested 100+ creatives a month across static and video to keep fatigue low and messaging sharp. Ad copy was staged through the funnel: aspirational lifestyle hooks up top; fit, style and seasonal relevance in the middle; social proof, brand mission and urgency at the close. ROAS grew from 1.5x to 2.5x even while cold spend scaled aggressively.
Google Ads: 1.5x to 3x ROAS at $50K+/month
90% of Google spend went to new customer acquisition — non-branded keywords, top-of-funnel Performance Max, and Shopping — with the remaining 10% on dynamic remarketing for high-intent abandoners and product viewers. Layered buyer-intent keyword mapping and feed optimisation pushed ROAS from 1.5x to 3x, driving scale while staying profitable.
Email: +40% attributed revenue
On Klaviyo we ran three campaigns a week with ongoing message, design and segmentation testing, plus monthly A/B tests across welcome, browse abandon, post-purchase and win-back flows. Flow logic was tuned to time since purchase, behaviour and product category — raising LTV and making the aggressive acquisition affordable.
In nine months, gross sales grew 115% to $3,067,380, with net sales up 90% to $1.95M and total sales up 92% to $2.15M. Orders rose 86% to 14,314, with 13,859 fulfilled — up 87%.
The returning customer rate dipped 4% to 32.87% — an expected and healthy signal given the deliberate new-customer focus: the customer base was growing faster than repeat purchases could keep up. With email-attributed revenue up 40%, the retention engine is now converting that new base into the next phase of growth.
“Rozee Digital completely transformed how we acquire customers. From day one, they brought strategy, structure, and a testing engine that helped us scale faster than ever. We’ve doubled revenue and built a foundation for sustainable growth.”
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