Oner Active is up 104% on revenue this year and opens its first New York flagship in November. Frost Buddy did $25M last Black Friday season and is going for $50M to $60M this year. Caraway launched its first coffee maker after 5+ years and 200+ iterations.
Here's what brand leaders shared on LinkedIn this week.
Brand Voice tracks what 8 and 9 figure Shopify brand leaders are sharing on LinkedIn each week. We started this because our feed was full of SaaS and agencies. We wanted to see more from the brands themselves.
This week: 1,487 posts from 1,454 people across 48,000 profiles tracked.
Full data set linked at the bottom. If this was forwarded to you, subscribe at dtcmvp.beehiiv.com
Revenue & Milestones
Oner Active is up 104% on revenue year to date, after six straight years of 100% annual growth with positive EBITDA. It passed 250,000 new customers for 2026 in the second week of August, runs a $167 AOV with 74% of customers coming back, and opens its first flagship in New York this November. → post
Frost Buddy did $25M last Black Friday season and is going for $50M to $60M this year. The team is already building every Black Friday ad it will run. → post
Plaud says it is profitable, ARR has passed $100M, the target this year is $500M in global sales, and it plans to IPO in 2028. → post
Culture Kings ran its Game On NFL campaign with the 49ers, Crocs and New Era. Net NFL sales rose 764% across its stores, and traffic at the Melbourne flagship rose 288% year on year. → post
Slumberkins launched its weighted Capybara on September 10 with a forecast that ran into November. It sold out in 12 days with no paid media, moving at 16.5x a typical SKU's velocity at a 77% gross margin. → post
Cheers is doing 80K+ orders per month, is on shelves at Target and has opened a new fulfillment center in Texas. → post
geckobrands posted its 28th consecutive month of share gains in waterproof accessories, with year to date share at 52.26%. → post
Lodge Cast Iron closed another year of sales growth, 24 of the last 25. → post
Distribution
Nori Press is live on end caps in 900 Target stores. The Nori Cloud went from development to Target shelves in 10 months. → post
The Ramen Bae is on track to go from about 50 to about 2,500 stores this year and is hiring a Head of Retail Sales to keep up. → post
Polaroid has a new Costco pallet live in 630+ warehouses across the US. → post
immi protein ramen is now in about 500 Walmart locations nationwide. → post
BRUNT Workwear is now in nearly 200 Boot Barn stores, two years after its first meeting with the retailer and one year after a small store test. → post
AG1 launched with Holland & Barrett in 50 stores across the UK and Ireland plus online, expanding to 400 stores this November. → post
Duke Cannon and Mountain Dew's body wash collab, exclusive to Walmart, has nearly sold out and is reselling for $30+ a bottle on eBay. → post
Kenneth Cole launched INSPIRE with Joe Jonas, its first major fragrance pillar in nearly a decade, with Nordstrom as exclusive retail partner. → post
Cuso Cuts is running at 3x its target at Sam's Club. → post
Vuori opened its first Mexico City store at Antara, in partnership with Grupo Axo. → post
Essential Parfums opens its first international boutique in London's Soho in early October, with Berlin and New York to follow before the end of 2026. → post
Funding & M&A
Au Vodka was sold to Sazerac Company, with Metric Capital Partners among the investors exiting. → post
Lunya has landed in the portfolio of a strategic acquirer, and CEO Blair Lawson has moved on to lead Heretic Parfum. → post
Arey closed a Series A led by Unilever Ventures, with Greycroft and Female Founders Fund following on. → post
Dolce Glow raised an $11M Series A with CAVU Consumer Partners and sells through Sephora, Ulta, Nordstrom and Revolve. → post
Strategic Moves
Caraway launched its first coffee maker, the first step beyond cookware. It took 5+ years, 200+ iterations and 10+ pending patents. → post
SMACKIN' sells 100,000 bags of sunflower seeds a day and has now turned on cashew lines in its own 50,000 sq ft factory. → post
ButcherBox is launching Find a Rancher in a few weeks, a marketplace for whole and half cows bought directly from ranchers. → post
July dropped a limited American Airlines collab for AA's 100th year, and it was nearly sold out the morning it went live. → post
boAt launched CREST AI earbuds built with Google Gemini, including two way translation across 25+ languages. → post
Just Ingredients signed seven athletes, including Matthew Stafford and Charlie McAvoy. → post
Policy & Regulatory
ALT. Fragrances says tens of thousands of people have bought counterfeit versions of its product on Amazon in recent months, and Amazon has ignored the reports. → post
KEEN Footwear's COO flags that PTA, the building block of polyester, just hit a four year high, landing right as Fall 2027 product gets quoted. → post
Cornbread Hemp flew into DC with the U.S. Hemp Roundtable to push for a regulatory bridge before the December 11 deadline. → post
Infrastructure & People
GORUCK named skateboarder Mike Vallely Chief Brand Officer. → post
Flying Tiger Copenhagen's Group CFO is stepping down after seven years and four ownerships, agreed with majority shareholder Modella Capital. → post
Recognition
Crown Affair was featured in the Dancing With the Stars premiere, and its Texturizing Air Dry Mousse appeared on the TODAY show. → post
Tony's Chocolonely made Fortune's Change the World list, one of 50 companies picked from about 200. → post
Tracksmith got a GQ story after Harry Styles was spotted in the brand with no stylist pull or partnership. → post
Worth a click
HEYDUDE x Liquid Death launched the Wally Slaughter Slipper. → post
Fishwife x Dieux launched Good Taste Forever eye masks. → post
Athletic Brewing x Graza launched a collab beer. → post
Grüns launched Exclüsives, a new loyalty program it calls its biggest customer upgrade yet. → post
Mushroom Material is now Naturally Genius, picked from 420 names, 28 shortlisted and 10 sent to lawyers. → post
Worth watching: big box doors came up again and again this week. Target (Nori, Cheers), Walmart (immi, Duke Cannon), Costco (Polaroid), Sam's Club (Cuso Cuts), Boot Barn (BRUNT) and Holland & Barrett (AG1) all showed up with real door counts or sell through numbers.