£500k Homemade Garden Furniture Business Has Lost it's Way

Furniture businesses often face a critical choice between specialisation and diversification. Timber Foundry's journey from startup to £500K revenue illustrates the challenges and opportunities of this decision.
Current Business State:
The company has grown organically through a mix of direct sales and commercial projects. Currently generating £500K in annual revenue, they've reached a pivotal point where strategic decisions about focus and scale become critical.
Their revenue streams include:
£550K annual revenue
Multiple product lines across indoor/outdoor furniture
90% of direct-to-consumer sales from garden products
Three distinct channels: B2B, Direct-to-Consumer, Commercial Projects
This diverse approach, while providing multiple revenue streams, has created significant marketing challenges.
Key Marketing Challenges:
The business faces several interconnected challenges that stem from trying to serve multiple markets simultaneously. Their marketing budget, already limited, gets stretched thin across different channels and audiences.
Channel Focus:
Recent data shows their challenge clearly
Garden products dominate sales
Indoor furniture underperforming
Commercial projects require different marketing approach
Limited marketing budget spread too thin
This spread of resources means none of their channels receive enough investment to reach their full potential.
Digital Marketing Strategy:
Their current digital approach lacks focus and optimisation:
Performance Max campaigns need optimisation
Not leveraging retargeting capabilities
Missing product-specific campaigns
Limited Meta advertising utilisation
Recommended Strategy:
To address these challenges, the business needs a more focused approach that builds on their strengths while strategically developing new opportunities.
Product Focus:
Building on their successful garden line makes sense:
Double down on successful garden products
Consider phasing out underperforming indoor lines
Create product-specific campaigns for bestsellers
Optimise product pages for commercial vs residential
This focus allows for more efficient resource allocation and clearer marketing messages.
Campaign Structure:
A well-structured digital campaign strategy is essential:
Implement feed-only Performance Max testing
Set up dedicated brand campaigns
Create targeted shopping campaigns
Focus budget on proven product lines
Channel Development:
Long-term success requires building strong marketing infrastructure:
Build email marketing program
Implement retargeting across platforms
Create specific commercial product listings
Develop content strategy around expertise
Moving Forward:
Success requires:
Clear focus on core products
Proper campaign structure
Adequate budget allocation
Strong audience targeting
The key learning: When growing a small business, focusing on your strengths often beats trying to be everything to everyone.
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Evergreen is a growth marketing agency for home, garden, and lifestyle brands.
Our most recent accolades include:
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Our clients include Hot Tubs Oxfordshire, The Granite House, Nu Look Roofs, and Aqua Warehouse to name but a few.
We're proudly a boutique agency, not a big agency. We like to think of our agency as being 'big enough to cope, small enough to care'.
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