Cheeky Rascals: Driving Strategic Amazon Growth Across a Complex Multi-Brand Portfolio
Growth in VF Managed Sales
Growth in Lascal Product Sales
The Brief
Cheeky Rascals partnered with Venture Forge to strengthen performance across a complex Amazon portfolio spanning multiple baby and parenting brands.
With responsibility for exclusive UK distribution across brands including Baby Brezza, Lascal, Korbell, Fred Safety, Potette Plus and Izmi, the business needed a partner who could bring greater strategic oversight to the account and help unlock stronger commercial performance across a broad product mix.
The opportunity was not about fixing a broken account. It was about improving how the portfolio was managed, identifying where growth could be unlocked, and applying a more focused Amazon strategy across content, conversion and advertising.
The brief centred around four priorities:
- improve sales performance across multiple brands and product groups
- strengthen visibility and conversion across key listings
- refine advertising strategy in line with commercial goals
- build a clearer roadmap for scalable, sustainable growth
This was a commercially complex account. Different brands had different levels of control, different growth opportunities and different constraints. Venture Forge’s role was to bring clearer structure, sharper prioritisation and stronger marketplace thinking across the portfolio.
Growth in VF Managed Units Sold
GROWTH IN UNITS SOLD FOR HERO PRODUCT
Our Approach
Managing a multi-brand portfolio on Amazon requires more than isolated optimisation. It requires a clear view of where value sits, what is holding performance back, and which levers will create the strongest commercial return.
Venture Forge worked across more than 70 managed ASINs, taking a brand-by-brand approach to performance while building a broader view of portfolio opportunity.
Our work focused on five key areas:
- Strategic portfolio prioritisation: We reviewed the portfolio by brand, product group and performance trend to identify where the strongest opportunities for growth existed and where action would have the greatest commercial impact.
- Listing and conversion improvement: We audited product detail pages, carried out keyword research and recommended improvements to listing content, structure and discoverability to improve visibility and conversion in the UK market.
- Creative and brand content recommendations: We advised on stronger store and creative direction, including clearer layouts, more effective imagery and greater use of video to improve the customer journey and strengthen conversion.
- Advertising support aligned to commercial goals: Working alongside the advertising team, we supported a more focused approach to spend by identifying where budget could be used more strategically and where additional investment could unlock greater growth.
- Growth levers and account development: We introduced new ideas, including Subscribe & Save opportunities on selected products, while helping the client understand where tighter controls were limiting scale and where greater investment could support future performance.
The result was a more structured approach to Amazon growth, one that balanced portfolio complexity, commercial expectations and the realities of managing multiple brands under one account.
Sales Growth for a Key Potette Plus Product
BSR in the Nappy Liners Subcategory
Our Results
Quarter to date, Venture Forge has helped Cheeky Rascals generate stronger sales momentum across the areas under active management, with performance improvements visible at both portfolio and brand level.
Across Venture Forge managed products:
- sales increased by 36% year on year
- units sold increased by 67% year on year
Across priority brands, results included:
- Baby Brezza sales up 15%
- Baby Brezza units sold up 145%
- Lascal sales up 103%
- Lascal units sold up 34%
- Potette Plus sales up 3%
At product level, the gains were even more pronounced.
One Potette Plus product delivered:
- 49% year-on-year page view growth
- 267% year-on-year sales growth
- #1 Best Seller Rank in the Nappy Liners subcategory
Another key product delivered:
- 500% year-on-year sales growth
- 52% year-on-year page view growth
- 2.2 percentage point uplift in conversion
These results reflect more than a set of isolated improvements. They show the impact of applying stronger commercial thinking, clearer prioritisation and more focused marketplace execution across a complex Amazon portfolio.
For Cheeky Rascals, this has meant stronger performance across priority brands, better visibility into where growth is coming from, and a more informed foundation for future investment decisions.
Venture Forge quickly understood the complexity of our Amazon portfolio and where the strongest commercial opportunities sat. Their support has helped us strengthen performance across key brands, improve visibility into what is driving growth and make clearer decisions about where to focus next.
