The headline
September is the month the store found another gear. £8,841 in the first three weeks — already the second-best month of the year, and on pace to pass May's £9,450 record with nine days to run. The two strongest weeks since early May landed back to back: £4,044 (w/c 7 September) and £3,332 (w/c 14 September), each one arriving on the heels of a brand campaign — Diadora, then New Season and Moose Knuckles. 59 units have gone out the door in three weeks. Every pound of it earned on brand, email and organic reach.
Sales, week on week
w/c Monday · last 8 weeks
The weekly rhythm through August into September. The step change is clear: August weeks averaged around £1,700; the first two full weeks of September averaged £3,688 — more than double.
10 Aug
£765
7 orders
-58% WoW
17 Aug
£2,071
19 orders
+171% WoW
24 Aug
£1,640
12 orders
-21% WoW
31 Aug
£2,184
11 orders
+33% WoW
7 Sep
£4,044
15 orders
+85% WoW
14 Sep
£3,332
20 orders
-18% WoW
21 Sep (1 day)
£173
2 orders
The current week is one day in. Weekly figures are pulled directly from the store's Klaviyo connection (ex-VAT), the same source the weekly performance sheet tracks — the two reconcile within normal attribution variance.
The monthly picture
June – September
Four months of consecutive growth: June £5,998, July £7,212, August £7,311 — and September past £8,800 with a third of the month still to go.
Sep (to 21st)
£8,841
45 orders
A straight-line finish puts September around £12,600 — comfortably the best month of the year. Even a quiet final week beats May's record.
Top 10 products
by revenue · 1–21 Sep · 59 units sold this month
September's sellers mark the turn of the season — premium outerwear leads, with a Canada Goose long coat the single biggest sale and Stone Island jackets taking three of the top ten. The house label holds its place: Sandbanks pieces run right through the list.
- CANADA GOOSE Clair Long Coat Black Label£7301 unit
- STONE ISLAND Zip Hooded Jacket£6952 units
- SANDBANKS Branksome Long Puffer£4381 unit
- DIADORA Equipe Firenze Italia£3672 units
- C.P. Shell Goggle Hooded Zip Down Jacket£3351 unit
- STONE ISLAND 5100047 Lambswool Button Up£3151 unit
- MA.STRUM Marshall LT Jacket£3133 units
- STONE ISLAND 4100077 Cotton Twill Jacket£3051 unit
- C.P. COMPANY Indigo Fleece Mock Neck Sweatshirt£2602 units
- C.P. COMPANY Pro-Tek Hooded Bomber Jacket£2501 unit
Worth showing the client: the Diadora Equipe Firenze trainers at #4 sold in the days immediately after the Diadora Focus campaign landed on 11 September — the send programme visibly converting into product sales. Product figures via the store's Klaviyo connection (ex-VAT).
Klaviyo — September's programme
6 campaigns · ~12,700 recipients each
A brand-led send programme — Evisu, Diadora, Moose Knuckles, New Season — landing roughly twice a week, with open rates climbing steadily through the month: 16.8% at the start, 18.2% by the latest send.
Evisu Has Landed4 Sep · 12,692 delivered
16.8%open rate
32clicks
—attributed
Final Reductions6 Sep · 12,685 delivered
17.1%open rate
45clicks
£102attributed
Diadora Focus11 Sep · 12,684 delivered
17.3%open rate
35clicks
£458attributed
New Season13 Sep · 12,674 delivered
17.1%open rate
31clicks
—attributed
Moose Knuckles18 Sep · 12,683 delivered
18.2%open rate
22clicks
£217attributed
Moose Knuckles follow-up20 Sep · 12,667 delivered
17.6%open rate
32clicks
—attributed
Reach
76,085
emails delivered across six September campaigns, to a list of roughly 12,700 active subscribers.
Engagement
17.4%
average open rate this month, up from 15.0% at the end of August — and rising send on send.
The pattern that matters
£4,044
the week Diadora Focus landed became the best week since early May. Direct attribution (£777 this month) counts only last-click purchases — the weekly sales line shows the fuller effect of each send.
Work complete — September
21 pieces delivered · 1–21 Sep
Everything shipped so far this month, from the Asana log — a brand campaign roughly every three days, each one carried across email, website and social together.
Klaviyo campaigns
- Evisu — Has Landed
- Final Reductions
- Diadora Focus
- New Season
- UBR
- Moose Knuckles
- Badge September Mailer
Website
- Homepage change out
- Website brand squares
- Homepage banner updates ×2
- Diadora web banner
- Lacoste web banner
- Moose Knuckles banner
- Instagram link fix
Social & campaigns
- Instagram competition
- Instagram giveaway
- Diadora social assets
- Lacoste social assets
Reporting & calls
- Monday reports ×3
- Weekly meetings ×3
All-time delivered
207
pieces of work completed for BADGE since February, from 217 briefed — with 10 currently in production.
In production this week
6
6 live workstreams including the full Android Homme campaign (email, web and social) due Tuesday.
Coming 31 October
Meta
paid social returns at the end of October — creative assets are in production now, so campaigns launch with everything ready on day one.
In production:
- Android Homme — Klaviyo, web banner & social (due 23 Sep)
- Lacoste — Klaviyo (due 24 Sep)
- Diadora — follow-up Klaviyo (due 24 Sep)
- Web banner updates (due 25 Sep)
- Paid assets for Meta (due 23 Sep)
- Website footer email flow
Traffic & channels
latest tracked sources
Latest tracked week
1,213
site visitors in w/c 31 August (from the weekly performance sheet) — converting at 0.9%, the strongest conversion rate logged this year.
Working channels now
3
email, organic social and organic search are carrying September entirely — the revenue growth above is happening with no paid traffic at all.
Channel history
£6,177
organic search remains the best-earning tracked channel on the last full analytics read (90 days to 8 July) — the evidence that search intent converts for BADGE.
A refreshed Google Analytics export will bring the full September channel split into the next report — flagged as this month's data tidy-up.
What's next
1 · Meta launch · 31 OctThe big one. Paid social returns at the end of October with creative already in production. September proves the brand converts on its own; paid reach on top of a working engine is where the multiplier lives.
2 · Keep the send cadenceTwo brand campaigns a week is visibly moving the sales line, and open rates are climbing with every send. Android Homme goes out this week; Lacoste and the Diadora follow-up are queued behind it.
3 · Website footer flowThe footer email-capture flow is in build — every September visitor becomes a subscriber the campaigns above can reach.
4 · September analytics refreshA fresh GA export at month end gives the full traffic-by-channel picture for the September wrap-up.
A note on the data
one source, used consistently
Every sales, product and email figure in this report is pulled from one place — the store's own Klaviyo connection — so the numbers are consistent with each other and with previous reports. We've validated it against the weekly performance sheet and the two agree within normal variance. A few small, expected differences to be aware of if comparing against the store back end:
VATKlaviyo records revenue excluding VAT, so every £ figure here reads around 17% below the VAT-inclusive totals shown in the store back end. Same sales, different tax treatment — the growth percentages and week-on-week movements are unaffected.
Refunds & cancellationsFigures count orders at the moment they're placed. Any later refund or cancellation isn't deducted here but will be netted off in the back end — another small reason back-end totals can differ slightly.
Week boundariesWeeks run Monday to Sunday. An order landing near midnight on a boundary can fall into a different week than the store's own reporting, moving a sale between adjacent weeks — never losing it.
Product figuresThe top-ten table uses product line values — the price of each item, ex-VAT. Summing the list won't equal monthly revenue, because order totals also include shipping and any order-level adjustments.
Email attributionCampaign "attributed" revenue counts only purchases Klaviyo can tie directly to a specific send — a deliberately conservative measure. The weekly sales line shows the fuller effect of each campaign.
TrafficSite-visit figures come from the weekly performance sheet and Google Analytics (channel history to 8 July, as labelled). A refreshed GA export at month end brings the full September channel picture into the next report.
