Case Study: Fellows Essential Gentleman achieves rapid online growth and streamlined fulfilment with Shopify

Fellows Essential Gentleman - Customer Case Study

Fellows Essential Gentleman is a Birmingham-based grooming brand founded in 2013 that handcrafts moustache wax and beard-care products using UK-sourced ingredients and packaging. As a largely one-person operation, the business faced the challenge of standing out and reaching customers at scale while keeping fulfilment simple and protecting against fraud.

The founder leaned on social media—especially Facebook paid ads (reaching ~200,000 people every two weeks), Instagram and Twitter—for customer acquisition, and streamlined operations with apps like Orderly Print (with a label printer), Riskified for fraud protection, and Recurring Orders (15% off) to drive subscriptions and repeat sales. The result has been steady growth, efficient in‑house packing and shipping, and a dependable marketing pipeline supported by newsletters and scheduling tools.

Fellows Essential Gentleman