When the collaboration launched, the response was immediate. “As soon as we dropped the collaboration video — honestly, within about three minutes — we were like, ‘OK, this is going to pop off.’ And it did. It completely sold out,” Weatherby says. Filmed across a series of playful, London locations — including a car wash, Burgess Park, a Chinese takeout, and a bathroom — it saw the social media personality, also known for her TikTok dances, performing her signature moves while wearing the collection’s different looks. The video garnered 360,000-plus likes on Peachy Den’s Instagram.
Weatherby is careful not to conflate virality with commercial success, however. A recent campaign with Japanese pop group F5ve generated significant online traction, but tells a different story in performance terms. Interestingly, the collaboration came about after the group reached out to the brand, rather than emerging from an existing relationship built over time. “When we analyzed it, it was amazing for follower growth and brand awareness, but perhaps less so in terms of direct sales and new customer acquisition,” Weatherby notes. “We’ve gone viral before, and in those instances it really did convert into sales. So it’s about understanding that balance — we’re always testing and learning.”
In contrast, collaborations that did drive sales, such as those with Dimoldenberg and Irish influencer Olivia Neill, remain rooted in longstanding, organic relationships. This insight has since shaped Peachy Den’s broader influencer strategy. The brand only introduced paid collaborations last year, and even then, selectively. “It has to be someone we already have a real relationship with. Someone who was wearing us before there was ever any conversation about money. From the relationship, we can build and potentially support it with paid activity, so it still feels organic,” she says.
Scaling with intention
For all its cultural momentum, Peachy Den’s growth strategy remains notably measured. The business is still firmly anchored in its direct-to-consumer (DTC) channel, which currently accounts for 80% of revenue, with wholesale making up the remaining 20%.
It’s a split Weatherby has built deliberately. “DTC is where we have control over the experience, the margins, and the relationship with our customer. That’s always going to be our focus,” she says. Wholesale, by contrast, is being developed more selectively. “Wholesale is more of a marketing and customer acquisition strategy at the moment, supporting areas where DTC alone cannot do all the heavy lifting.”
That approach is beginning to evolve. The recent hire of a full-time wholesale manager marks a shift toward a more structured, strategic rollout, particularly as the brand looks to strengthen its presence beyond London. In the UK, this has already translated into new regional touchpoints, including a presence in Selfridges Manchester, alongside a growing network of independent retailers.
Internationally, the opportunity is more pronounced. The US already accounts for 25% of Peachy Den sales, yet its local wholesale footprint remains relatively small. “That’s something we’re looking to put more energy into this year,” Weatherby says. Current partners include Kith and Revolve, but the founder says there is clear scope to expand beyond the established hubs of New York and Los Angeles.
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