We were brought in to build alicia adams alpaca's first affiliate channel. A heritage luxury brand on Shopify, with a working paid program, a loyal returning customer base, and no partner network. The mandate was to launch impact.com from zero, at a price discipline the brand could defend, and use it to reach buyers paid media was not going to reach.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
BUILT WITH
We were brought in to build alicia adams alpaca's first affiliate channel. A heritage luxury brand on Shopify, with a working paid program, a loyal returning customer base, and no partner network. The mandate was to launch impact.com from zero, at a price discipline the brand could defend, and use it to reach buyers paid media was not going to reach.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
BUILT WITH
A throw arrives at a townhouse in the West Village. It weighs almost nothing and holds a room. The owner takes a photograph, writes a paragraph, sends it to an interiors editor she has known for a decade. Two weeks later a piece appears, and a first time reader clicks a link that did not exist in this brand's world eight months ago.
A throw arrives at a townhouse in the West Village. It weighs almost nothing and holds a room. The owner takes a photograph, writes a paragraph, sends it to an interiors editor she has known for a decade. Two weeks later a piece appears, and a first time reader clicks a link that did not exist in this brand's world eight months ago.
A luxury house without a partner channel
Alicia Adams Alpaca is a heritage luxury brand on Shopify with a real returning customer base and a paid program that already worked. What the house did not have was an affiliate channel of any kind. No platform, no commission ladder, no publisher relationships, no tracking, no measurement baseline. Paid media was carrying the full cost of audience development, and the ceiling on that cost was rising. In a category where a coupon partner can undo a decade of price integrity in a season, the wrong build would have grown revenue and shrunk the brand at the same time.
The picture we drew for the house was strict. A commission ladder calibrated to a heritage AOV and a long consideration window, weighted toward partners who could tell the craft story rather than partners who could push a code. Recruitment led by editorial and lifestyle publishers, interiors editors, fashion and travel writers, review and comparison sites that already treated the category with care. Coupon and loyalty placements deprioritized on purpose. A partner mix the brand could show to its wholesale partners without apology. A first year that widened the acquisition surface without softening a single price on the site.
A luxury house without a partner channel
Alicia Adams Alpaca is a heritage luxury brand on Shopify with a real returning customer base and a paid program that already worked. What the house did not have was an affiliate channel of any kind. No platform, no commission ladder, no publisher relationships, no tracking, no measurement baseline. Paid media was carrying the full cost of audience development, and the ceiling on that cost was rising. In a category where a coupon partner can undo a decade of price integrity in a season, the wrong build would have grown revenue and shrunk the brand at the same time.
The picture we drew for the house was strict. A commission ladder calibrated to a heritage AOV and a long consideration window, weighted toward partners who could tell the craft story rather than partners who could push a code. Recruitment led by editorial and lifestyle publishers, interiors editors, fashion and travel writers, review and comparison sites that already treated the category with care. Coupon and loyalty placements deprioritized on purpose. A partner mix the brand could show to its wholesale partners without apology. A first year that widened the acquisition surface without softening a single price on the site.
Building the editorial distribution layer
The channel ran on impact.com, launched from zero in October 2025, with the publisher mix and commission structure composed before a single partner was invited in.
The commission ladder was written first, keyed to the brand's real AOV and the weeks a considered throw or coat actually takes to close. Recruitment was hand held. Interiors editors were briefed with product in the room, not with a media kit. Fashion and travel writers were paired to the specific pieces that read on their audiences. Comparison and review sites were vetted for tone before they were vetted for reach. Coupon placements and blanket loyalty apps were deprioritized so that the price the shopper saw on Shopify was the price the brand chose to hold. Reporting held to partner cost against attributed revenue, on a rolling window, so the channel earned its own budget from month one. Paid search kept running in parallel, and CAC in that channel came down 34 percent year over year while the partner channel was doing its own work.
Building the editorial distribution layer
The channel ran on impact.com, launched from zero in October 2025, with the publisher mix and commission structure composed before a single partner was invited in.
The commission ladder was written first, keyed to the brand's real AOV and the weeks a considered throw or coat actually takes to close. Recruitment was hand held. Interiors editors were briefed with product in the room, not with a media kit. Fashion and travel writers were paired to the specific pieces that read on their audiences. Comparison and review sites were vetted for tone before they were vetted for reach. Coupon placements and blanket loyalty apps were deprioritized so that the price the shopper saw on Shopify was the price the brand chose to hold. Reporting held to partner cost against attributed revenue, on a rolling window, so the channel earned its own budget from month one. Paid search kept running in parallel, and CAC in that channel came down 34 percent year over year while the partner channel was doing its own work.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
