Wet Shave Club’s Rohan Gilkes talks subscriptions, tribes, social media and brand – to turnover $350,000 in year 1 (episode 017)

Rohan Gilkes runs WetShaveClub.com which is about bringing back the manly ritual of traditional shaving. It is an online only business with a strong subscription side. They have a tribe of 20,000 and a turnover in year one of $350,000. I’m really looking forward to finding out more about Rohan and WebShaveClub.com’s email sign methods and use of social media.

Click to tweet: Check out Wet Shave Club’s Rohan Gilkes on @eComMasterPlan podcast on how to turnover $350,000 in year 1

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wet shave club quote
About the business

  • eCommerce Business Structure – Online Only
  • Product Range Scale – more niche than department store
  • On Cratejoy (the shopify for subscription boxes), with Woocommerce and WordPress
  • $350,000 turnover year one
  • 90% of sales are subscriptions
  • 5 people in the business
  • Based in the USA, 80% of sales to the USA
  • Key widgets in the website – are all bespoke

Listen to hear how Rohan got started in eCommerce, and how they have grown their email sign ups to 8%

Social Media and Branding

Rohan took Wet Shave Club from $300 per month, to $350,000 a year by getting the branding right and building a powerful social media presence. He explains how he did this on the podcast.


Most Awesome Thing Right Now

The relationships with the customers – within the Private Customers-Only Facebook Group

Listen to hear how they use this to improve the business

On the Radar for the Coming Months

  • Just launched the ladies box

Christmas (of course!)

eCommerce Book Top Tip

eCommerce Traffic Top Tip

  • Identify the top Bloggers and youTubers then get them to feature your product

Tool Top Tip

Start Up Top Tip

  • Is what you’re selling something someone else is making a lot of money selling already? If not, don’t do it.

If your business didn’t exist, which eCommerce Business Would you like to be Running?

  • Birchbox – another subscription box company because you have the recurring revenue

Interview Links