RAAQUU is a ceramic art brand founded in 2020, manifested from the inspired mind of Malaysian expert ceramic artist Adil Abdul Ghani. Being a brand from Southeast Asia and a niche within a very large product category, it seemed like almost an impossible task to scale globally. The key challenges were:
The nature of the product – fragile and difficult to export.
The competition within the category – home decor is a tough category to compete in.
The scalability of a Malaysian brand on any of the global marketplaces – the infrastructure required needed to be thorough.
Taking into consideration the range of unique products that RAAQUU has and the specialized segment of the market in its crosshairs, we decided that the right platform to start the journey on would be ETSY.
RAAQUU on ETSY.
We started by identifying the unique value proposition (USP) of RAAQUU – the ceramics made at RAAQUU are created using a firing technique called ‘raku’ firing, which ensures that each piece has a unique finishing. The colorful patterns created on the ceramics are something out of the ordinary and no two pieces are ever the same, making it an effective USP.
As soon as we identified the USP, we tested the market acceptance by launching various combinations of shapes, sizes, and at different prices, optimizing the product listing based on the data collected on conversion rate, ROI, and reach. This was done over a span of 6 months, from April 2021 to September 2021.
From the test, we learned that there was much to improve with the strategy and execution. The first round of product listing was far from successful.
In just about two weeks, we conducted a product strategy study and the recommendations were accepted by the Brand Owner. We then kept the Brand Owner updated on a monthly basis.
Just in time for the year end retail spike of 2021, we launched the new range of products and saw an exponential growth in sales from the months of October to December 2021.
With the new strategies in place, we managed to sustain growth and profitability from January to April 2022.
Aside from the successful execution of listing and sales on ETSY, RAAQUU was also featured in an international publication called We Are Makers Edition Four.
This then opened that path for RAAQUU to obtain a collaborative launch deal with other platforms and people, namely Moda Operandi, an online luxury fashion retailer from New York, and The Datai Langkawi, a 5 star hotel in Malaysia, where RAAQUU’s products were featured in their store.
What has Everpeaks and RAAQUU achieved together over the last year?
In 2020, RAAQUU recorded a yearly revenue of about USD6,000. In 2021, RAAQUU’s yearly revenue increased by over 700% to more than USD50,000. This year, 2022, we are estimating a total revenue of over USD260,000 by year end. To date, RAAQUU has made sales in over 30 countries globally, and all on a single platform. Needless to say, we are excited to see what the rest of the year has in play for us.
*Data published with consent from Client
How did Everpeaks and RAAQUU Achieve So Much Within a Year?
The two key services that Everpeaks provided for RAAQUU were;
Strategy and Planning for Export Ecommerce
Managed Services for ETSY
The result of our joint efforts is what achieved these sales numbers. While we focused our expertise and experience on the execution of our strategies, it allowed the Brand Owner to focus on making amazing products, and together, we were able to ramp up growth and sales globally. With the right experience, strategies, and commitment from both Everpeaks and RAAQUU, and with a little bit of patience, we were able to:
Overcome business issues together.
Plan and discuss long term brand growth.
Establish a base strategy and continually work to refine it to achieve targeted deliverables, and beyond.
Build the brand name and a profitable venture to go with it.
Explore, identify, execute, and then optimize the best white hat ecommerce practices suited to the brand.
It is important to add that we share with and learn from our clients, and the best practices that we apply have seen success from one client to another. This particular project saw that our client was able to benefit from the continued growth built on our collaborative experiences, and across multiple vertices. This was key to our success with RAAQUU. Ecommerce is a volatile and ever-changing industry, and it requires constant learning and optimization in order to deliver results. At Everpeaks, we are dedicated to learning and trying everything there is to know about ecommerce.
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