How Johnny Slicks scaled marketplace sales to 20% of its total revenue.

Revenue

Traffic

Conversion

Price

Availability

+33%

QoQ NTB Ad Orders

1% to 20%

Marketplace Revenue Share

+26%

QoQ Subrscribers

How Johnny Slicks scaled marketplace sales to 20% of its total revenue.

The Brand

Johnny Slicks was born from grit, not a boardroom. When founders John Raushi and Nick Koumalatsos, both former Marines teamed up in 2018, Raushi was already perfecting his organic pomade formulas from home, funding the operation by donating plasma and selling through Instagram DMs while his car got repossessed. Koumalatsos saw the potential, invested alongside his wife, and together they turned a kitchen experiment into one of the fastest-growing organic grooming companies in the country: earning a Forbes "best of" nod for their oil-based pomade by 2021. Built on a conviction that men deserve clean, chemical-free grooming products, and rooted in a commitment to American-made manufacturing, Johnny Slicks carries the same integrity into every jar of pomade, bottle of beard oil, and bar of soap it produces.

Challenge

Scaling a growing brand across marketplaces while losing revenue to the Buy Box.

Not enough resources to manage a larger marketplace assortment
Fragmented Buy Box, with unauthorized sellers capturing brand revenue
No full-funnel advertising engine, converting only existing branded demand
Competing in one of Amazon's toughest categories, men's grooming, without content built to convert
Brand identity at risk of getting diluted as the catalog scaled

Solution

A full-funnel content, advertising, and marketplace strategy built for growth.

Full-funnel advertising: Sponsored Products via Destiny, Sponsored Brands, Sponsored Brands Video, and DSP.
Catalog architecture: variations, bundles, and expansion into new categories
MAP enforcement and Buy Box protection with Vorys eControl
A+ content built around the organic ingredient and veteran-owned story
SEO and keyword infrastructure targeting high-intent pomade, beard care, and hair styling terms
Inventory forecasting to maintain 99%+ in-stock rates
Brand store development and retail readiness audits at the listing level

Pattern's innovation to AI and to data at scale is not something we can do with the people we have on our team at our small level. It's like we get to be a billion-dollar business when we're not yet.