Sleepy Sloth Ltd
From supplier to co-founder: launching and growing Sleepy Sloth
A long-term activewear brand partnership spanning a fully custom Shopify storefront, email audience growth, a supporting iOS wellness app and ongoing ecommerce operations.
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Challenge
Launching a new women's activewear brand required more than a storefront. Sleepy Sloth needed a distinctive commerce experience, practical ways to build an owned audience and hands-on support that could continue as the brand, product range and day-to-day operation developed.
Approach
We began as a supplier and delivery partner before joining Sleepy Sloth as co-founders. We built the custom Shopify storefront, connected on-site list generation with supporting email marketing flows, launched Wellness Log as an independent iOS brand product and remained directly involved in development, marketing and operations.
Deliverables
- Co-founder product and ecommerce strategy
- Fully custom Shopify theme and responsive storefront
- Store merchandising, product discovery and conversion journeys
- Email-list capture and supporting marketing flows
- Wellness Log iOS app and storefront promotion
- Ongoing shop development, marketing and operations
Outcomes
- A live custom storefront shaped around Sleepy Sloth's activewear range
- Connected email-list generation across the shopping experience
- A live iOS wellness product that extends the brand beyond the store
- Continuing co-founder involvement across development, marketing and operations
From delivery partner to part of the business
Sleepy Sloth began with the ambition to launch a new women's activewear brand built around comfort, movement and a more considered shopping experience. The work needed to cover the practical foundations of ecommerce while leaving room for the brand, collections and customer journey to keep evolving after launch.
Our involvement started as a supplier and delivery partner. As the relationship developed, we came on board as co-founders and took on a wider role across the digital product, marketing and ongoing operation of the business.
A fully custom Shopify storefront
Rather than adapting a pre-built visual theme, we developed a fully custom Shopify storefront around Sleepy Sloth's identity and activewear range. The responsive experience brings together brand storytelling, collection discovery, product merchandising, customer reviews, sustainability content, wishlists, account journeys and a focused cart and checkout path.
The theme is built from configurable Shopify sections so the team can update campaigns, collections, imagery and editorial content without losing the consistency of the wider experience. Product availability, responsive media and mobile interactions are treated as part of the core shopping journey rather than afterthoughts.
Turning interest into an owned audience
The storefront supports list growth at several points in the customer journey. Newsletter capture, launch messaging and product-level back-in-stock interest feed the supporting email marketing setup, giving the brand a way to continue the relationship beyond a single store visit.
The email work sits alongside ongoing merchandising and campaign activity. Storefront changes, collection launches and marketing communication can be planned together instead of being handled as disconnected channels.
Extending the brand through Wellness Log
We also launched Wellness Log on the App Store as a complementary Sleepy Sloth product. The iPhone app gives people a calm way to record sleep, fatigue, stress, soreness and overall wellness, supporting the wider relationship between movement, recovery and self-care.
Wellness Log is an independent iOS app, not a Shopify app and not part of the store's operational tooling. Its role is to extend the brand into daily wellness, support discovery and email-list generation, and create another useful point of contact with the Sleepy Sloth audience.
Staying involved after launch
The launch was the beginning of the partnership rather than the handover point. We remain directly involved as co-founders across shop development, marketing and day-to-day operations.
That continuing role keeps technical decisions close to product planning and commercial priorities. New collections, content, campaigns and customer-experience improvements can be considered as parts of one operating brand, with the storefront and supporting app continuing to evolve alongside it.
“Reuben Enterprises started as a trusted supplier and quickly became part of the business. They came on board as co-founders and have helped shape Sleepy Sloth across the custom Shopify store, email marketing, our supporting Wellness Log iOS app and the day-to-day work of growing the brand.”