September 2024 | omnichannel Scaling a DTC Brand: Insights from Buffy's Co-Founder

In the ever-evolving world of retail, direct-to-consumer (DTC) brands have transformed the way products are marketed and sold. With the rapid shift towards digital, many brands are finding success by focusing on online-first strategies. However, as these brands grow, the question arises: is staying digital enough, or does scaling require expanding into new strategies? To explore this topic, our founder Jamila Jamani spoke with Shoaib Kabani, Co-Founder of Buffy, a DTC brand that has made waves in the bedding industry.

The Importance of Being Digitally Native

Buffy’s journey began with a clear focus on being a digitally native brand. For Shoaib and his team, this approach was not just a byproduct of retail trends, but a deliberate strategic decision that played a critical role in their early success.

Agility allowed Buffy to find its footing in a crowded market by identifying a niche that other brands had overlooked

“Being digitally native was actually quite critical for us in the beginning because we really wanted to be able to test and learn fast,” Shoaib explained. By focusing on online sales, Buffy was able to quickly launch products, gather customer feedback, and iterate based on real-time data. This agility allowed the brand to find its footing in a crowded market by identifying a niche that others had overlooked—the comforter as a core product.

This digital-first approach enabled Buffy to experiment with different comforters and refine their product offerings based on direct consumer input. The ability to quickly set up a website, run Facebook ads, and begin selling within days was crucial in helping Buffy establish itself and scale rapidly in its initial stages.

The Need for Consistency Across Touchpoints

As Buffy continued to grow, maintaining a strong, consistent brand message across all customer touchpoints became increasingly important. Whether through social media ads, podcasts, or landing pages, Shoaib emphasized the importance of ensuring that customers receive the same message regardless of where they encounter the brand.

“We need to make sure that what customers are hearing about Buffy is very consistent across all touchpoints, from Instagram ads to our website,” Shoaib noted. This consistency is key to building trust with customers, ensuring that they understand what Buffy stands for, what its products offer, and why they should choose Buffy over competitors.

By focusing on a seamless customer journey—where every interaction reinforces the same brand values and product benefits—Buffy has been able to build a loyal customer base that feels confident in their purchasing decisions, often within a single day of visiting the website.

Scaling Buffy’s Digital Strategy

Buffy’s journey offers valuable lessons for DTC brands navigating the complexities of scaling in today’s retail landscape. Starting as a digitally native brand allowed Buffy to test, learn, and adapt quickly, establishing a strong foothold in the market. As the brand continues to grow, maintaining consistency across all customer touchpoints and refining digital strategies, including expanding into retail, will be key to reaching new heights.

From Parla's perspective, Buffy’s success underscores the importance of a well-executed digital strategy, particularly for DTC brands in competitive markets. At Parla, we work closely with both digital and traditional retailers to ensure that their brand messaging is consistent and impactful across all touchpoints. We’ve seen firsthand how maintaining a clear, cohesive brand message—whether online or offline—builds trust and drives customer loyalty.

Buffy’s approach highlights a critical insight: while the digital landscape offers unparalleled opportunities for rapid testing and iteration, the principles of consistency, clarity, and customer focus are universal. Brands that excel in these areas, like Buffy, are well-positioned to scale effectively and sustain long-term growth. 

Watch the full conversation here.