Felina case study
About Felina
Felina is a family-owned intimates brand, around since 1982. It sells bras, panties, bustiers, sleepwear, and loungewear: pretty, well-made pieces at a price that doesn't feel like luxury lingerie. You'll find it at big retailers like Costco and Target, and on its own site.
The Challenge
Felina's business was built on wholesale volume with placements like Costco and Target. When COVID shut down retail and disrupted buying cycles, the DTC site went from "nice to have" to "keep the lights on." Wholesale revenue dropped fast, cashflow got tight, and DTC conversion friction was high.
The Strategy
Fixed the shipping policy and wrote customer service playbooks so the team could handle volume spikes
Built the full-funnel Meta Ads strategy and tested new creative every week
Renamed products by the problem they solve (e.g., "Marvelous" → "The Perfect T-Shirt Bra")
Used pre-orders to keep revenue coming in while inventory was disrupted
Tested pricing and bundles to raise order size and margin
Set the retention strategy for email and SMS
DTC Revenue
Meta Spend
Scaled profitably in ~6 months
Average Order Value
Through pricing and bundling tests
Client Testimonial
"Arthur was key in profitably growing our business. He analyzed our stats, learned our nuances, and applied his expertise to bring about amazing, efficient results."
Robert Gardner
Vice President, Sales, Felina
What Made The Difference
Pre-orders to keep spend and revenue stable
When logistics got messy, we used pre-orders as a pressure valve. Kept the winning campaigns live so the algorithm didn't lose its learning, and turned demand into cash while inventory caught up.
Rename bras by the problem they solve
Felina used internal names like Marvelous, Angie, Jessamine. In the ads we renamed them for what they do: "The Perfect T-Shirt Bra", "The Pushup Bra", "The Wirefree Bra". People stopped having to guess what they were looking at, and bought faster.
Pricing and bundles to raise order size
We tested price increases and bundles to improve unit economics. AOV increased from $27 to $62. Bigger orders meant we could afford to pay more to win each customer, which gave us room to scale Meta profitably.
Creative Samples
