From Wholesale to Retail Success—Classic Caladiums Grows to $500K in Year 1 with ECD Digital Strategy

Customer: Classic Caladiums

Industry: Home & Garden

Platform: Shopify, Klaviyo, Meta

Classic Caladiums is a leading grower and supplier of premium caladium bulbs, located in the heart of the South. Specializing in vibrant, colorful caladiums, this family-owned business offers an extensive selection of bulbs perfect for gardeners looking to add a splash of color to their landscapes. Known for its high-quality, hand-selected bulbs, Classic Caladiums has built a reputation as a trusted source for caladium enthusiasts. With a focus on customer satisfaction, they provide expert advice and tips, and as of 2023, have expanded their reach with a thriving online store, bringing their stunning selection of caladium bulbs to gardeners across the country.

The Opportunity

Classic Caladiums, the world’s largest grower and exporter of caladium bulbs, had long dominated the wholesale market. While wholesale accounted for the majority of revenue, leadership recognized the untapped potential of retail e-commerce. With a functional but outdated website and no established direct-to-consumer strategy, Classic Caladiums faced significant challenges in scaling its retail presence.

The company sought a partner to modernize its digital infrastructure, expand its retail footprint, and create a seamless customer experience. Enter ECD Digital Strategy.

The Solution: A Digital Transformation for the Future

Classic Caladiums partnered with ECD Digital Strategy to overhaul its e-commerce approach. The project included:

• New Shopify Website: A complete website rebuild with improved functionality, user experience, and inventory management.
• Email & SMS Marketing: Migration to Klaviyo with automated flows for abandoned carts, post-purchase engagement, and customer retention.
• Facebook Marketing: Implementation of Meta advertising strategies, generating $19K in revenue after previously having no presence on the platform.
• Retail Strategy & Customer Experience: Transitioning from a wholesale-dominated business to a direct-to-consumer model with a seamless shopping experience.

Initially, the transition presented hurdles, including internal operational challenges and a 900+ order backlog. However, with dedicated support from the ECD team, Classic Caladiums quickly adapted to the new systems and optimized processes to fulfill orders efficiently.

The Results: A Retail Boom in Year 1

The impact of ECD Digital + Strategy’s work was transformative:

• $500K in Year 1: Classic Caladiums surpassed its previous revenue record, growing from $440K to $500K in the first year of digital transformation.
• 19K in Facebook Sales: After having no prior success with Facebook marketing, Classic Caladiums generated $19K in sales through Meta ads.
• Seamless Digital Operations: The transition to Shopify, Klaviyo, and Thrive created a modern, scalable retail operation that continues to drive growth.

Why Classic Caladiums Chose ECD Digital + Strategy

• Budget-Friendly Pricing: The investment aligned with the company’s financial goals.
• Culture & Values Fit: A strong alignment in company values and work ethic.
• Proven Expertise: Referred by industry peers who had seen success with ECD.

Reliable Support: Direct access to ECD’s team, providing hands-on assistance throughout the process.

Conclusion: A True Partnership for Growth

In just one year, Classic Caladiums successfully transitioned from a wholesale-focused business to a thriving direct-to-consumer e-commerce brand. With the foundation now in place, the company is poised for continued growth and expansion.

As Classic Caladiums’ General Manager put it:

“We are experts at growing caladiums. Zak and his team are experts in their craft. There isn’t another company I would trust with our digital marketing needs.”

Like a good neighbor, ECD is there.