The Tamesis
As soon as the collaboration was launched, the response was immediate. “As soon as we released the video for the collaboration — honestly, within about three minutes — we thought, ‘Okay, this is going to go viral.’ And it did. It completely sold out,” Weatherby said. Filmed in a range of interesting London locations including a car wash, Burgess Park, a Chinese takeaway and a bathroom, the social media personality (also known for her TikTok dances) performs her signature moves in different looks from the collection. The video has received more than 360,000 likes on Peachy Den’s Instagram.
However, Weatherby is careful not to confuse virality with commercial success. A recent campaign with Japanese pop band F5ve attracted huge attention online, but in terms of performance, it tells a different story. Interestingly, the collaboration follows the group’s engagement with the brand, rather than emerging from a long-standing existing relationship. “When we analyzed it, it was amazing in terms of follower growth and brand awareness, but maybe not so amazing in terms of direct sales and new customer acquisition,” Weatherby noted. “We’ve gone viral before, and in those cases, it did translate into sales. So the key is understanding that balance — we’re always testing and learning.”
By contrast, collaborations that do drive sales, such as the one with Dimoldenberg and Irish influencer Olivia Neill, remain rooted in long-term, organic relationships. This insight has since shaped Peachy Den’s broader influencer strategy. The brand only launched paid collaborations last year, and even then, they were selective. “It has to be someone we already have a real relationship with. Someone who wears us before we even talk about money. Through that relationship we can build and potentially support it with paid events, so it still feels organic,” she said.
intentionally extended
Despite its cultural momentum, Peachy Den’s growth strategy remains cautious. The business remains firmly rooted in the direct-to-consumer (DTC) channel, which currently accounts for 80% of revenue, with wholesale accounting for the remaining 20%.
This is a division that Wetherby creates intentionally. “DTC is where we control the experience, the profit and the relationship with the customer. That will always be our focus,” she said. In contrast, the development of the wholesale industry is more selective. “Currently, wholesale is more of a marketing and customer acquisition strategy, supporting areas where DTC alone can’t do all the heavy lifting.”
This approach is starting to evolve. The recent hiring of a full-time wholesale manager signals a shift towards more structured and strategic promotion, particularly as the brand looks to strengthen its presence outside of London. In the UK, this has translated into new regional touchpoints, including a presence at Selfridges department store in Manchester, as well as a growing network of independent retailers.
Internationally, the opportunities are even more clear. The United States already accounts for 25% of Peachy Den’s sales, but its local wholesale footprint remains relatively small. “We want to put more effort into that this year,” Weatherby said. Current partners include Kith and Revolve, but the founders say there’s clear room for expansion beyond established hubs like New York and Los Angeles.
