Case Study: Lick scales from DTC to multi-channel with Wayflyer working capital

Lick scales from DTC to multi-channel with Wayflyer, growing 70% in litres sold

Lick, a UK-based direct-to-consumer paint brand, faced the challenge of scaling from an online-only model to a multi-channel business. This shift required significant working capital to manage new inventory and cash flow requirements as they expanded into physical retail stores. To meet this need, they partnered with the vendor Wayflyer for its eCommerce financing services.

Wayflyer provided Lick with flexible working capital solutions tailored for their short-term cash requirements. This financing enabled Lick to successfully rebuild their business for multi-channel sales, resulting in a growth of over 70% in litres sold over six years. Wayflyer's support was instrumental in helping the brand scale its operations, which now include its own manufacturing facility and a highly engaged community of over a million fans.

Lick