The task
Rithem sold on marketplaces, like almost every sports nutrition brand. That model has two ceilings: the platform's commission eats the margin, and the customer belongs to the marketplace, not the brand. No customer base, no repeat sales, no community. The task was an owned channel: a platform where the brand sells directly and owns the relationship.
The idea
We built the platform around regularity, the core scenario of sports nutrition. The product is bought monthly, not once, so the centre of the site is a subscription rather than a cart: pick a set, pick an interval, delivery arrives on its own. Around it, brand content: ingredients without marketing fairy tales, usage scenarios, community.
What we did
Storefront. The product shown large, purpose and ingredients readable at a glance, design in the brand's rhythm.
Subscription. Set, interval and self-service in the account: pause, swap, cancel without writing to support.
Direct sales. Payments, delivery and inventory as an owned stack instead of marketplace infrastructure.
Community. Content sections and brand channels as part of the product, not an appendix.
Results
- the brand owns its customer base instead of renting it from a platform
- the subscription turns one-off purchases into regular ones
- the margin is no longer shared with a marketplace
