Case Study: Wild (sustainable deodorant brand) achieves £1M/month in subscription revenue and expands to Germany with ReCharge

Renewable product design leads to 6-digit subscriber count in 7 months

Wild, a London-based direct-to-consumer maker of sustainable, refillable deodorant, needed to turn a non-transactional site into a subscription-first business while tackling churn and preparing for international expansion. To do this they partnered with the Recharge subscription platform (integrated on Shopify) to give customers self-serve controls—particularly the ability to swap scents—and to lay the technical groundwork for multicountry storefronts.

Recharge helped relaunch Wild’s Shopify experience and implement a Customer Portal that smooths checkout, enables product swaps, and protects recurring revenue. The results were rapid and measurable: 6,000 re-orders before launch, 100,000 customers in the first seven months, subscription processing surpassing £1M per month in under a year, and a second online store opened in Germany—driving higher lifetime value, reduced churn, and clear capacity for further international growth.

Wild

Charlie Bowes-Lyon

Co-Founder & CMO