£20m PJs Brand Has LOST £500k After M&S Hacking

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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