Today we’re joined by Mark Tweed, the Brand Director of Cyberjammies, a £20 million turnover pyjama brand with a split model: £5 million comes from their own website, and £15 million from retail giants like M&S, John Lewis, and Next.
They’ve carved out a strong position in the UK nightwear market—but 2025 has brought new challenges.
A recent hacking incident at M&S has cost them over £500K in lost sales. With their largest wholesale partner offline, focus has shifted to scaling direct-to-consumer growth through digital channels.
Core business model:
- Pyjamas for women, men, and kids
- Seasonal spikes, especially at Christmas
- Premium modal-cotton fabric (soft, breathable, sustainable)
- National and independent retail distribution
- Website contributes 25% of overall turnover
Paid media & performance challenges:
Cyberjammies spends £1 million per year across Google and Meta Ads, split nearly 50/50. But performance has become harder to maintain.
Key challenges include:
- Scaling new customer acquisition without rising CPA
- Managing creative fatigue
- Testing video ads with mixed success
- Launching international campaigns
- Falling ROAS despite steady creative output
They’ve recently switched agency partners and are navigating the learning phase of a new strategy.
Channel breakdown:
- Paid media: ~40% of site revenue
- Email marketing: 30–40%, with strong campaign ROI
- SEO and organic: steadily improving
- Wholesale referrals still play a vital supporting role
Creative experiments & messaging:
- Still imagery remains their strongest performer
- UGC-style videos have had mixed results
- New campaigns focused on menopause-friendly messaging
- Customer reviews used to shape ad copy
- Exploring AI tools like Runway and Opus Clip to refresh creative
Retention & loyalty initiatives:
- LoyaltyLion rollout to reward top customers
- Personalised direct mail for dormant segments
- Planning focus groups and VIP experiences
- Brochures and physical mailers in development
Cyberjammies is investing in long-term customer relationships—not just quick wins.
International growth plans:
- Identifying high-potential international markets
- Adjusting for local customs, shipping, and tone
- Testing Google Demand Gen alongside Meta
- Starting small, scaling what works
Marketing operations & attribution:
- Shopify powers ecommerce
- Brightpearl integrates stock and orders
- Attribution based on total input vs total return
- Paid platforms used directionally—not as gospel
Looking ahead:
Cyberjammies is playing the long game. Their goals now include:
- Optimising CPA and creative mix
- Scaling internationally with clarity and caution
- Driving more lifetime value from loyal customers
- Reducing reliance on any single channel
- Combining digital efficiency with brand storytelling
With a strong foundation and clear focus, Cyberjammies is ready for its next phase of growth—balancing innovation with consistency.
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