How innovation delivered multi million revenue lift with only 37 skus

Innovation – new products and business models can add significant growth and profits to existing businesses – often with minimal change to existing staffing. 

Finding new digital growth opportunities and integrating them into existing businesses or as a startup has never been easier.

This story is one example of a profitable business with two staff (owners), 37 stock lines (SKUs) and annual revenue between $1m to $8m with low capital investment. 

Opportunities await everywhere – We now live in a Social Selling economy.

Anna Lundberg, a Swedish graphic designer, and her boyfriend Andrew Heffernan, an Irish surgeon with a Harvard MBA, founded a digitally native retailer called

Beltology, based in New York, its headquarters at 72 Allen St, Fl 3, New York City, New York, 10002, United States,  with just two employees ( its founders) and an operations manager— is taking the fashion world by storm. 

What’s a digitally native retailer – an e-commerce business – direct-to-consumer (DTC) business model. 

DTC’s businesses have the following characteristics,

  • Manage the product from warehouse to customers (no middlemen), 
  • focuses on relationships with customers,
  • they are ultra-niche specialists,
  • social selling – social media is the foundation of their success,
  • have fewer than 50 full-time employees, 
  • go for high margins,
  • they grow quickly,
  • invest significantly on branding and building a community – they create fans, a loving community – not just customers. 

Beltology is a private label belt brand selling stretchable belts using premium stretch webbing in its making. 

  • They design and manufacture belts in a wide range of colours and patterns. 
  • All the belts have no pre-punched holes – allowing for a better fit.
  • Manufacturing occurs in-house at their New York factory. They sell their belts in the range of $60-85. 

Marketing strategy 

Beltology positions the business as belts are an expressive accessory – almost an art form – premium. 

They offer a never-ending variety of colours & patterns. 

Each week new product releases follow a larger strategy of matching and integrating the current season’s colour palettes into their belts. 

Strategic narrative – abbreviated. 

The straps of a Beltology belt stretch up to 2-3 inches of their original length. A stretch woven belt is more comfortable.

No Holes

Our belts have no holes – stopping anywhere you feel it fits you best. With no holes comes no restrictions.

Hardware and Trim

Our buckles are made from Zamak – giving them a heavy and sturdy look and feel. 

Top of the funnel marketing 

Now the most valuable asset in the world today is attention. ATTENTION is from Facebook, Instagram, and Linkedln, through a mix of organic social media posts and paid – along with optimising their website for SEO.  

Middle of the funnel marketing

Is re-targeting, emailing the customer base, 

Bottom of the funnel 

The focus is on promoting a new weekly range and 7-day special offers. 

The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day. 

  • They get more attention first 
  • Next More engagement 
  • Influence and Sell More. 



  • paid advertising,  
  • lots of content generation, 
  • and without doing a lot of outreach #socialselling, 

Get our new quick-video case study of how we delivered 500x more attention in under 120 days – with real people. 

ACCELERATE – provides a monthly subscription social media publishing + strategy service. 

If you have read this far, thank you for your attention. 

It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it. 

Thanks for reading,