A small ski / streetwear brand opened its own marketplace. They emailed existing customers, posted on Instagram, then opened buying. Orders started the same night.
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What landed → 64% of checkouts paid on night one · ~50% of listed pieces sold in the first days
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Capeesh Supply is a rider-founded ski and streetwear label. The clothes already circulate in a tight community — park, street, edits, pop-ups. Fans already buy and sell Capeesh to each other. What they did not have was an official place to do it.
They did not hire TFP for a sustainability page. They hired TFP to give that community a home: list only Capeesh, look like Capeesh, sell to people who already get the brand.
Domain: capeeshmarketplace.com.
Buying stayed closed until the grid looked like a shop. Then Capeesh ran a three-day push on channels they already owned. No paid ads. No new audience. Their people.
| What they did | What happened | |
|---|---|---|
| Before | Upload-only. Team and community fill the grid. Buying hidden | The storefront looks like a shop before anyone can purchase |
| Day 1 — Email | Email to existing customers: list your Capeesh before we go live | The people who already buy the brand show up and start listing |
| Day 2 — Instagram | Feed posts and stories. Same message, visual, to the people who already follow the brand | The grid keeps filling. Awareness sits on top of the email list |
| Day 3 — Go live | Buying opens | Orders start the same night. 64% of checkouts paid. After night one, the marketplace does not go silent |
Day 1 — the email. Invite to list before go-live.
Day 1 — the email
Day 3 — buying open.
Day 3 — product page, buying open
After night one. The grid sold through.
After night one — sold grid
Most branded resale programs launch a storefront and wait. The catalog sits. Nobody emails. Nobody lists. Buying is “on” and nothing happens.
Capeesh inverted the order: