Creating a Scalable DTC Channel for Anthony’s Goods

Anthony’s Goods had built strong sales through Amazon but wanted greater control over the customer experience and relationships. While Amazon remained an important growth channel, the brand needed to expand its owned eCommerce presence to drive direct sales and build lasting customer loyalty.

WITHIN worked closely with Barrel to help Anthony’s Goods expand beyond Amazon through a redesigned Shopify site and coordinated media launch. The new site streamlined the purchase path with clearer navigation and improved product discoverability, making it easier for shoppers to find what they need and explore complementary products.

Together, the teams built dedicated landing pages that connected recipes, product education, and brand storytelling to guide shoppers from inspiration to purchase. Bundles were introduced to simplify meal and recipe shopping, encouraging customers to explore related products and increase basket size.

To build trust with health-conscious shoppers, Barrel incorporated educational content throughout the site, highlighting ingredient sourcing, allergy information, and recipe inspiration to help customers better understand the brand and shop with confidence.

WITHIN supported the launch with Meta and Google Ads to drive qualified, low-cost prospecting traffic to the new site. Refreshed creative highlighted the brand’s updated look and full product range, bridging awareness and conversion while introducing new audiences to Anthony’s Goods.

The new site and media strategy delivered immediate impact. In the first month after launch, Anthony’s Goods saw a 13% increase in revenue, followed by an additional 8% lift the next month. The improved site experience and paid media helped the brand attract new customers, convert more efficiently, and strengthen brand loyalty.