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<p>Ready to elevate your ecommerce brand?</p><p>Get in touch with us at&nbsp;<a href="mailto:info@underwaterpistol.com" rel="noopener noreferrer" style="color: rgb(255, 255, 255);"><strong>info@underwaterpistol.com</strong></a></p><p>or call&nbsp;<a href="tel:+442034677614" rel="noopener noreferrer" style="color: rgb(255, 255, 255);"><strong>+44 203 467 7614</strong></a>.</p><h4><br></h4>

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Charlie Semmence

<p>Subscription ecommerce is on the rise. In fact, the digital subscription economy is projected to hit <a href="https://www.statista.com/statistics/1295064/market-size-digital-subscription-economy-worldwide-by-segment/" data-mce-href="https://www.statista.com/statistics/1295064/market-size-digital-subscription-economy-worldwide-by-segment/" target="_blank">$1.5 trillion</a> by 2025. Ambitious, opportunistic brands are taking note.<br data-mce-fragment="1"><br data-mce-fragment="1">Amidst this exciting subscription boom, challenger brands have carved out their niche and seized the opportunity to capture market share.<br data-mce-fragment="1"><br data-mce-fragment="1">In this blog post, we examine 13 such brands that are distinguishing themselves in subscription ecommerce, and highlight what makes them stand out.</p>
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<br data-mce-fragment="1"><strong>1. Bird &amp; Blend Tea Co.</strong>
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<p> </p>
<div style="text-align: left;" data-mce-fragment="1" data-mce-style="text-align: left;"><a href="https://www.birdandblendtea.com/" target="_blank"><img src="https://cdn.shopify.com/s/files/1/1472/1782/files/B_B_1024x1024.png?v=1710932275" alt="" style="float: none;" data-mce-fragment="1" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/1472/1782/files/B_B_1024x1024.png?v=1710932275"></a></div>
<p><a href="https://www.birdandblendtea.com/" target="_blank"> Bird &amp; Blend</a> is one of the UK’s best-loved tea brands. They entered the subscription market when they introduced their monthly tea tasting club, which taps into the allure of discovery by sending members expertly-curated ecommerce subscription boxes.</p>
<p>This letterbox-friendly package includes 3 surprise blends, introducing tea lovers to new flavours while driving revenue and strengthening relationships with their brand.</p>
<p>They also offer their subscription as a 3, 6 or 12-month gift package, providing the perfect present for eager tea drinkers.</p>
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<br data-mce-fragment="1"><strong>2. Absolute Collagen</strong>
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<div style="text-align: left;"><img style="float: none;" alt="" src="https://cdn.shopify.com/s/files/1/1472/1782/files/my-image_1_1024x1024.png?v=1710932038"></div>
<p><a href="https://www.absolutecollagen.com/" target="_blank">Absolute Collagen</a> specialise in premium liquid collagen supplements, which are expertly crafted to enhance the health of skin, hair and nails. Their ecommerce subscription model is a natural fit, encouraging daily or weekly use to ensure consistent benefits.</p>
<p>To optimise their subscription growth, Absolute Collagen employs advanced segmentation and targeted communication strategies, using integrated customer data to time their subscription offers perfectly. <br data-mce-fragment="1"><br data-mce-fragment="1">This approach enhances the customer experience with personalised engagement, increasing the likelihood of subscription uptake and cementing a lasting connection with the brand.</p>
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<br data-mce-fragment="1"><strong>3. Omaze</strong>
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<p> </p>
<div style="text-align: left;" data-mce-fragment="1" data-mce-style="text-align: left;"><a href="https://omaze.co.uk/" target="_blank"><img src="https://cdn.shopify.com/s/files/1/1472/1782/files/Omaze_pic_1024x1024.png?v=1710932303" alt="" style="float: none;" data-mce-fragment="1" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/1472/1782/files/Omaze_pic_1024x1024.png?v=1710932303"></a></div>
<p><a href="https://omaze.co.uk/" target="_blank"> Omaze</a> is an example of a business that has introduced a subscription offering in a less conventional niche. <a href="https://www.underwaterpistol.com/work/omaze" target="_blank">As our client</a>, they harnessed the excitement of their 'Million Pound House' draws to create a subscription model that automatically enters users into each draw.</p>
<p>Entrants are incentivised with an offer of extra entries when they subscribe, appealing to their desire to win big.</p>
<p>Omaze cleverly tap into the regular enthusiasm of their participants to create a more consistent and engaging relationship, transforming occasional entrants into loyal subscribers.</p>
<h2>
<br data-mce-fragment="1"><strong>4. Wild</strong> </h2>
<div style="text-align: left;" data-mce-fragment="1" data-mce-style="text-align: left;"><a href="https://www.wearewild.com/" target="_blank"><img src="https://cdn.shopify.com/s/files/1/1472/1782/files/Wild_Deo_1024x1024.png?v=1710932337" alt="" style="float: none;" data-mce-fragment="1" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/1472/1782/files/Wild_Deo_1024x1024.png?v=1710932337"></a></div>
<p><a href="https://www.wearewild.com/" target="_blank"> Wild</a> are trailblazers in eco-friendly personal care, offering a subscription service for their innovative natural deodorant. Championing user convenience and sustainability, Wild recognised the importance of subscription flexibility in customer retention.</p>
<p>They allow subscribers to pause, skip, or personalise their orders effortlessly, effectively enhancing the user experience and reducing churn. <br data-mce-fragment="1"><br data-mce-fragment="1">This approach epitomises Wild's commitment to environmental responsibility and to adapting their service to fit the dynamic lifestyles of their customers.</p>
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<br data-mce-fragment="1"><strong>5. Pooch &amp; Mutt</strong>
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<div style="text-align: left;"><img style="float: none;" alt="" src="https://cdn.shopify.com/s/files/1/1472/1782/files/P_M_1024x1024.png?v=1710932368"></div>
<p>Another brilliant <a href="https://www.underwaterpistol.com/work/pooch-and-mutt" target="_blank">UWP client</a>, Pooch &amp; Mutt introduced their subscription offering to deepen customer relationships and enhance the value of their pet food products.</p>
<p>We integrated this service with their ‘PoochReward’ loyalty programme, which enables subscribers to accumulate extra points on subscription purchases.<br data-mce-fragment="1"><br data-mce-fragment="1">This strategic fusion boosts customer loyalty, establishes an engaged community around the <a href="https://www.poochandmutt.co.uk/" target="_blank">Pooch &amp; Mutt</a> brand, and enhances the value and appeal of the subscription service.<br><br>We delved into Pooch &amp; Mutt's subscription journey with their Director of Ecommerce James Collingham. <a href="https://plus.underwaterpistol.com/pooch-and-mutt-digital-debrief" target="_blank" rel="noopener noreferrer">Watch the video and get the lowdown here</a>.</p>
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<br data-mce-fragment="1"><strong>6. JSHealth</strong>
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<p> </p>
<div style="text-align: left;" data-mce-fragment="1" data-mce-style="text-align: left;"><a href="https://uk.jshealthvitamins.com/" target="_blank"><img src="https://cdn.shopify.com/s/files/1/1472/1782/files/JS_1024x1024.png?v=1710932396" alt="" style="float: none;" data-mce-fragment="1" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/1472/1782/files/JS_1024x1024.png?v=1710932396"></a></div>
<p><a href="https://uk.jshealthvitamins.com/" target="_blank"> JSHealth</a> are dedicated to enhancing beauty and well-being from within. They offer scientifically-backed, nutrition-focused vitamins for skin, hair, and body, embracing a Subscribe and Save model that gives subscribers up to 25% off regular orders.</p>
<p>Their ecommerce subscription also grants customers access to their JSHealth app, which offers workouts, nutritious recipes, and health advice.</p>
<p>This enriches the subscribers' experience, helping the brand maximise satisfaction while reinforcing the tangible benefits of their subscription.</p>
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<br data-mce-fragment="1"><strong>7. Grind</strong>
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<div style="text-align: left;"><img style="float: none;" alt="" src="https://cdn.shopify.com/s/files/1/1472/1782/files/G_1024x1024.png?v=1710932432"></div>
<p>Speciality coffee brand <a href="https://grind.co.uk/" target="_blank">Grind</a> have carved a niche in the competitive coffee market with their commitment to sustainability. They introduced the UK's first home-compostable coffee pods, which are available through both one-off purchases and on a subscription.</p>
<p>Their plastic-free packaging, carbon-neutral shipping and sustainable sourcing help Grind differentiate their products and align them with the values of eco-conscious consumers.</p>
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<br data-mce-fragment="1"><strong>8. On</strong>
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<p> </p>
<div style="text-align: left;" data-mce-fragment="1" data-mce-style="text-align: left;"><a href="https://www.on.com/en-gb/" target="_blank"><img src="https://cdn.shopify.com/s/files/1/1472/1782/files/On_1024x1024.png?v=1710932461" alt="" style="float: none;" data-mce-fragment="1" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/1472/1782/files/On_1024x1024.png?v=1710932461"></a></div>
<p><a href="https://www.on.com/en-gb/" target="_blank"> On</a> is another brand that’s making waves in the subscription ecommerce space with a unique offering. The performance sportswear company introduced a "Cyclon™" programme that provides subscribers with fully recyclable, high-performance running shoes.</p>
<p>For a set monthly fee, customers can receive a new pair of shoes when necessary and return their worn-out pair for recycling. <br data-mce-fragment="1"><br data-mce-fragment="1">This scheme ties in with On's commitment to sustainability while cleverly transforming a traditionally single-purchase item into a sustainable subscription service. </p>
<h2><strong>9. Liberty’s The Beauty Drop</strong></h2>
<div style="text-align: left;"><img style="float: none;" alt="" src="https://cdn.shopify.com/s/files/1/1472/1782/files/L_1024x1024.png?v=1710932519"></div>
<p>Liberty's beauty subscription, <a href="https://www.libertylondon.com/uk/beauty-subscription-box" target="_blank">The Beauty Drop</a>, integrates a unique saving and spending system with exclusive membership benefits.</p>
<p>By depositing £20 a month into their "beauty bank," customers set aside funds for future beauty purchases but also gain membership to an elite beauty community. This access includes early entry to special offers, engaging content and unique rewards, as well as free UK shipping and quarterly "Discovery Boxes" packed with new products. <br data-mce-fragment="1"><br data-mce-fragment="1">This approach harnesses the allure of exclusivity and the fear of missing out (FOMO) to generate loyalty and engagement.</p>
<p> </p>
<h2><strong>10. Brew Tea Co.</strong></h2>
<div style="text-align: left;"><img style="float: none;" alt="" src="https://cdn.shopify.com/s/files/1/1472/1782/files/BT_1024x1024.png?v=1710932550"></div>
<p>Bold tea brand <a href="https://www.brewteacompany.co.uk/" target="_blank">Brew Tea Co.</a> are redefining the traditional tea-drinking experience, blending 100% rolled whole leaves with unmissable authentic flavours. They offer their teas on a subscription basis, which they cleverly integrate with a bespoke loyalty programme (<a href="https://www.underwaterpistol.com/work/brew-tea-co" target="_blank">we helped with this</a>).</p>
<p>Subscribers earn 'Brew Coins' at various milestones, including their initial order and their 5th delivery. These milestone recognitions help make customers feel valued, and serve as compelling reasons to maintain their subscription.<br data-mce-fragment="1"><br data-mce-fragment="1">This ecommerce subscription approach, supported by loyalty incentives, drives a sense of achievement, exclusivity and ongoing customer satisfaction.</p>
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<br data-mce-fragment="1"><strong>11. Skin + Me</strong>
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<div style="text-align: left;"><img style="float: none;" alt="" src="https://cdn.shopify.com/s/files/1/1472/1782/files/Skin_1024x1024.png?v=1710932578"></div>
<p>Cult favourite <a href="https://www.skinandme.com/" target="_blank">Skin + Me</a> stands out in the skincare industry by offering customised treatment plans that cater specifically to individual skin concerns and goals.</p>
<p>Following an online consultation, subscribers receive a monthly delivery of a personalised prescription 'daily doser,' along with continuous access to medical consultations with expert dermatologists. <br data-mce-fragment="1"><br data-mce-fragment="1">This tailored approach ensures that each customer gets precisely what their skin needs, reinforcing the value and impact of their bespoke service in subscribers' daily routines.</p>
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<br data-mce-fragment="1"><strong>12. FFS</strong>
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<p> </p>
<div style="text-align: left;" data-mce-fragment="1" data-mce-style="text-align: left;"><a href="https://www.ffs.co.uk/" target="_blank"><img src="https://cdn.shopify.com/s/files/1/1472/1782/files/FFS_1024x1024.png?v=1710932600" alt="" style="float: none;" data-mce-fragment="1" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/1472/1782/files/FFS_1024x1024.png?v=1710932600"></a></div>
<p><a href="https://www.ffs.co.uk/" target="_blank"> Fuss Free Shaving</a> (FFS) offer premium shaving products as one-time purchases, or through a subscription. Their model is complemented by a tiered, FOMO-driven loyalty programme that rewards highest spenders.</p>
<p>As subscribers progress from Sapphire to Diamond levels, they unlock increasing rewards such as extra points, exclusive offers, and early access to new products. This encourages sustained engagement and a deeper brand commitment, nurturing customer loyalty while rewarding the most engaged subscribers.</p>
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<br data-mce-fragment="1"><strong>13. OddBalls</strong>
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<div style="text-align: left;" data-mce-fragment="1" data-mce-style="text-align: left;"><a href="https://www.myoddballs.com/" target="_blank"><img src="https://cdn.shopify.com/s/files/1/1472/1782/files/O_1024x1024.png?v=1710932623" alt="" style="float: none;" data-mce-fragment="1" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/1472/1782/files/O_1024x1024.png?v=1710932623"></a></div>
<p><a href="https://www.myoddballs.com/" target="_blank"> OddBalls</a> engage their loyal community with a subscription service that delivers a new pair of vibrant underwear monthly, complemented by a free pair of socks and additional perks.</p>
<p>Their referral programme amplifies this value, offering subscribers 20% off for each friend they refer, and 20% off the first month’s subscription for the referred friend. The most active subscribers can get up to 100% off their subscription fees for successful referrals, helping the brand expand their reach through incentivised word-of-mouth promotion.</p>
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<br data-mce-fragment="1"><strong>Feeling inspired?</strong>
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<p>Whether you’re totally new to subscriptions, or you have an existing offering, we’re here to help you excel in this space.</p>
<p>Our latest ebook is packed full of strategies to attract and retain loyal subscribers, insights from industry experts, and real-life success stories from the growing subscription brands featured in this blog. <br data-mce-fragment="1"><br data-mce-fragment="1"><strong><a href="https://plus.underwaterpistol.com/next-level-subscriptions?utm_source=blog&amp;utm_medium=uwp&amp;utm_campaign=subscription-ebook" target="_blank">Download your free copy now</a>.</strong></p>
<p><meta charset="utf-8"><a href="https://plus.underwaterpistol.com/next-level-subscriptions" target="_blank"><img src="https://cdn.shopify.com/s/files/1/1472/1782/files/Email_Subscription_Ebook_01.24_1_1024x1024.jpg?v=1706113278" alt=""></a></p>

13 challenger brands getting ecommerce subscriptions right