UK born Peachies has hit some serious milestones the last few years. In 2024, the premium nappy brand grew 10x, and as tech.eu wrote in late Summer 2025, the growing D2C brand raised £2.1M in capital.
In 2025, they were also proud to announce a new product release. And, as if it’s not enough, Peachies also became a certified B Corp.
In a recent episode of Treyd Secrets, Peachies co-founders Rima Suppan and Morgan Mixon share what it actually takes to scale a product like this – from forecasting and inventory discipline to the cash flow logic behind their subscription model. In this read, we give you some of the highlights from the episode.
Bottom-up product development where performance is key
Peachies has a strong community, but they didn’t start with branding or sustainability claims. They started with performance.
From day one, the founders focused on engineering a premium nappy that actually improves parents’ daily lives. They wanted to build a product that meant fewer changes, better absorbency, all while protecting babies’ skin health. Only once the core product worked did the rest of the brand story matter.
This bottom-up approach is especially critical in a category where failure is immediate and unforgiving. If the product doesn’t perform, customers churn instantly – no discount or mission statement can fix that.
“We really believe that with nappies, you can actually turn a very commoditized product in a very boring space… and actually deliver to parents, value that they never thought possible from a product or an essential good like nappies.”
Why retention – not acquisition – decides LTV in consumables
This is a product that’s used multiple times a day, every day. When it works, parents stay. When it doesn’t, they're not slow to go. That’s why Peachies doesn’t treat LTV/CAC as a marketing optimization problem. They treat it as a product and operations outcome.
Peachies’ team is clear that growth efficiency doesn’t come from clever channel tactics alone. It comes from whether customers stay. Fit issues, leaks, or sizing problems immediately erode trust – and LTV with it.
That’s why Peachies invests heavily in product performance and customer experience, including their concierge service, to protect retention. Strong retention gives them room to acquire customers sustainably, rather than chasing artificially low CAC at the expense of long-term economics.
In high-frequency consumables, the maths is simple but unforgiving:
you don’t earn the right to scale CAC unless the product earns the right to keep customers.
Their founders-as-filters philosophy
As the business scales, the founders’ role has shifted from doing everything to filtering input. Peachies operates in a complex environment – manufacturing, forecasting, sizing, logistics – where no single person can be the expert in everything. Instead, the founders focus on surrounding themselves with people who know more than they do in specific areas, while staying accountable for final decisions.
It’s a conscious rejection of founder ego in favor of better signal and faster learning.
Forecasting, inventory discipline, and cash flow reality
Nappies aren’t just a product – they’re a system of sizes, transitions, and demand curves. Peachies’ subscription model helps them forecast demand more accurately, but inventory decisions remain high-stakes. Over-ordering ties up cash. Under-ordering damages trust. The team is explicit that cash flow discipline is non-negotiable, especially in a category with high minimum order quantities and long lead times.
Their approach is cautious by design: controlled SKU expansion, tight inventory windows, and constant iteration based on real usage data.
What Peachies teaches founders scaling inventory-heavy businesses
Peachies’ recent success didn’t come from shortcuts. It came from fundamentals: bottom-up product development, retention-driven unit economics, disciplined forecasting, and founders who know when to lean on others.
If this resonates with you, listen to the full conversation with Peachies' co-founders Rima Suppan and Morgan Mixon on the Treyd Secrets podcast, or watch the full episode on YouTube.
💜 Here's the full episode on Spotify
💜 Here's the full episode on Youtube
→ Want more growth lessons?
Lessons from Storehero co-founder Thomas Gleeson here.
Lessons from growth consultant Dave Morrissey on how to grow "the tech way" here.
💜 Did you like this read? Share with a colleague, and we'll owe you one.