Since launching in 2019, Coolmate has quickly established itself as Vietnam’s leading active menswear brand, known for quality everyday essentials and innovative, customer-centric services. Rooted in responsible practices and continuous innovation—from essential tees and underwear to on-demand custom printing and subscriptions—Coolmate set ambitious sights on becoming a profitable global brand creating long-term value for customers, employees, and the community alike.
In December 2024, Coolmate made its strategic entry into the highly competitive U.S. Amazon marketplace, determined to extend its successful local model to an international scale. Megaficus was brought in as a strategic partner, tasked with sharpening brand storytelling, optimizing marketing strategies, and executing rapidly to meet aggressive growth targets.
Challenges that Coolmate has faced
Coolmate’s foray into cross-border Amazon selling came with high stakes and intense pressure from investors. The clear-cut KPI was ambitious: achieve $1M GMS within the first six months post-launch.
The core challenges included:
- Investor Expectations: Investors expected rapid growth and immediate results, creating urgency to deliver tangible sales quickly.
- Limited Cross-Border Experience: Coolmate’s previous success had been domestic; this was their first major attempt at international DTC, meaning they faced a steep learning curve in Amazon’s competitive U.S. marketplace.
- Unfamiliar Audience and Marketplace Dynamics: Without historical performance benchmarks or localized market insights, the team faced uncertainty about product positioning, listing strategies, and PPC performance.
- Executional Speed Without Compromise: Coolmate urgently needed to deliver results without sacrificing brand identity, customer experience, or profit margins. They sought a partner to streamline execution and ensure clarity at every step.
Megaficus's approach
Megaficus crafted a robust Amazon launch strategy anchored in clear positioning, precise execution, and targeted marketing:
1. Breaking into a Competitive Category with Confidence
To differentiate from mass-produced competitors, Coolmate introduced a premium line of women’s Pilates socks, emphasizing superior materials and quality craftsmanship. Megaficus created highly differentiated content, optimized listings with targeted SEO, and strategically highlighted product benefits—positioning Coolmate prominently within the saturated fitness accessory niche.
2. Strategic Timing for Seasonal Growth
Recognizing a critical opportunity, Megaficus expedited Coolmate’s swimwear product launches—men’s, women’s, and kids’ swim caps—right before peak buying season. With carefully optimized listings, data-driven keyword strategies, and high-impact PPC campaigns, these products gained immediate traction, capturing seasonal demand from the start.
3. Shaping the “Lululemon of Amazon”
Targeting the competitive women’s activewear category, Megaficus worked closely with Coolmate to launch high-AOV sports bras tailored specifically to Amazon’s premium-minded consumers. Rich creative assets, premium A+ content, and strategic positioning helped Coolmate quickly carve out its niche, elevating the brand’s perception and driving immediate sales momentum.
4. Laying Groundwork for Sustainable, Long-Term Growth
Understanding that the initial launch was just the foundation, Megaficus provided continuous R&D planning, strategic category mapping, and insight-driven launch strategies—positioning Coolmate for ongoing growth and setting the stage for future market expansion.
The final results
Within months of executing Megaficus’s comprehensive Amazon strategy—from optimized listings and strategic product launches to sophisticated PPC marketing—Coolmate saw impressive results:
- Rapid Ranking Gains: Core products quickly climbed into top-tier rankings within their respective Amazon categories.
- Strategic SKU Expansion: Coolmate’s catalog expanded efficiently through carefully selected SKU launches aligned with market insights and consumer demand.
- Immediate Category Success: The Pilates sock, swimwear, and premium activewear lines demonstrated significant, immediate growth, validating strategic product positioning and marketing investments.
- On-track for Ambitious Revenue Target: Just six months post-launch, Coolmate is confidently tracking toward hitting its aggressive goal of $1M GMS by June, demonstrating a healthy average ROAS of 2.18x.
But more than just short-term sales success, Coolmate’s rapid transformation from a local D2C champion into a respected global player underscores its long-term potential—building lasting trust and affinity among American Amazon customers.
Key Performance Highlights
- Launch Date: December 2024
- Revenue (GMS): $1M in the first 6 months
- Average ROAS: 2.18x
Looking Forward
With Megaficus’s strategic guidance and precise execution, Coolmate is now positioned as a formidable international competitor on Amazon. Equipped with actionable insights, repeatable growth strategies, and a clear roadmap for ongoing market expansion, Coolmate is well on its way to solidifying its status as a trusted global activewear brand—creating sustainable, profitable growth and lasting value in the fiercely competitive U.S. market.
At Megaficus, we’re proud to be a partner in Coolmate’s inspiring journey—and excited to help them write their next chapter of global success.
