Case Study
Cura Nutrition: £0 → £7,227 in the first Black Friday week
£0 → £7,227.51 in the first Black Friday week (35 orders, £174.50 AOV)
Headline metric: £7,227.51 in total sales across the 7-day Black Friday window (22–28 Nov 2021). The previous year's revenue for the same dates was £0 — the site did not exist yet.
Average order value: £174.50 — roughly 2.4× the AOV on the sister Enzymedica UK brand the same week (£71.46).
Top product: Cura Sporebiotics — 80 units sold for £5,577.53 (77% of weekly revenue).
Time to result: Site launched in 2021; first Black Friday measured Nov 22-28 2021.
Engagement type: New-brand site build + launch + first Black Friday push.
Client of record: TMC Ventures Europe Ltd. (same operator team as the Enzymedica UK programme).
The challenge
TMC Ventures Europe Ltd. — the team running Enzymedica UK as exclusive distributor — wanted to launch a second brand under their own label: Cura Nutrition. The line-up was probiotics, prebiotics, and a vitamin K2-7+. Product was ready. Customer testimonials had been gathered (Cura Sporebiotics already had real product reviews). What didn't exist was a site that could convert.
The brief was a complete site build from scratch: WooCommerce on WordPress, full product catalogue, payment integration, abandoned-cart flows, the lot. Target: launch ahead of Black Friday 2021 so the new brand could ride the same promotional weekend as Enzymedica UK and prove demand before scaling Q1 2022 marketing.
What I did
A site build optimised for conversion from the start, not retrofitted later:
1. Site architecture and category logic. Five product categories mapped to discoverability and AOV ladder: Active Bacteria, Gut Health Supplements, Sporebiotics, Digestive Supplements, Vitamins & Minerals. Each product surfaced in multiple categories where relevant, so the same Cura Sporebiotics page caught Sporebiotics searches, Gut Health Supplements browsers, and Active Bacteria research queries.
2. Product page conversion infrastructure. Built the Cura Sporebiotics product page around the real customer testimonials TMC's Susan Warris-Liepa had collected — Francis M.'s "they really changed my life," Carole P.'s "best probiotic I've tried," and four more. Trust signals lived directly under the price tier, not below the fold.
3. Premium AOV positioning. Cura was deliberately priced higher than the Enzymedica equivalents to occupy a premium tier in the same TMC portfolio. The £174.50 AOV (vs £71.46 on Enzymedica that same week) confirmed the positioning held under the Black Friday traffic spike.
4. Black Friday discount + promo coordination. Coordinated the Cura promo with the Enzymedica UK push (same operator team, same email list overlap) so the two brands didn't cannibalise — they compounded.
The outcome (numbers straight from the WooCommerce Analytics dashboard)
| Metric | Black Friday week 22-28 Nov 2021 | Same week, previous year (2020) |
|---|---|---|
| Total sales | £7,227.51 | £0.00 (site did not exist) |
| Net sales | £6,107.54 | £0 |
| Orders | 35 | 0 |
| Products sold | 100 | 0 |
| Variations sold | 100 | 0 |
| Average order value | £174.50 | — |
Product-level revenue split:
| Product | Units sold | Net sales |
|---|---|---|
| Cura Sporebiotics | 80 | £5,577.53 |
| Cura Precision Prebiotics | 19 | £518.21 |
| Cura Vitamin K2-7+ | 1 | £39.49 |
Category-level revenue: Active Bacteria / Gut Health Supplements / Sporebiotics / Digestive Supplements all tied at 99 items each (the Sporebiotics product surfaced in all four), £6,095.74 each. Vitamins & Minerals: 1 item / £39.49.
A new brand that didn't exist 12 months earlier almost matched its sister brand's same-week revenue on day-one Black Friday. The AOV was 2.4× higher because the positioning was right.
On the record
Arnie Liepa, owner of TMC Ventures Europe Ltd., wrote on 30 Nov 2021 after receiving the combined Enzymedica UK + Cura final Black Friday stats package:
"It seems to have gone pretty darned well, slightly better than I expected, so thanks to you and Leyla for that. With Gratitude, Arnie."
Earlier in the weekend, after Cura's Black Friday day-1 numbers came in (40 visitors → 12 orders → 30% conversion → £4,059.75 sales):
"That is really great news – Thanks to you and Leyla. Amazon sales also saw a lift, so good results all round. Onwards and Upwards."
What Cura customers say about the product
The customer reviews TMC's marketing team collected before launch — and used as conversion infrastructure on the site — are real, named, and unprompted. Six representative reviews for Cura Sporebiotics:
Francis M. — "They really changed my life"
"I don't see myself ever without these. I have struggled with regularity and bloating for as long as I can remember. I noticed the difference for me after the first week of taking them. Thank you."
Alice B. — "A daily must-have"
"I can always tell if I forget to take this daily. I get sluggish and tired if I don't take it daily."
Mary P. — "Happy Gut"
"I must tell you that my gut is happy... finally! After years of bloating and discomfort, this is the ONLY thing that has proven to work."
Anne S. — "Healthy Gut"
"After trying many different probiotic products over the years, this one really works, without causing additional negative side effects."
Carole P. — "Best probiotic I've tried"
"I've been taking probiotics for about five years and never really noticed a real difference in the way I looked or felt. I just took them because I knew they were 'good for me.' I started taking the Cura Sporebiotics at the beginning of April, and a week later I started noticing a difference in the way I felt — less bloated and less windy. After two weeks of taking them, I realised that my skin was looking much better, no break outs. If you have digestive problems, this is the probiotic for you."
Jean E. — "Great probiotic"
"I was at a point where I really needed some help with my digestive tract, even though I was taking a probiotic. After reading the reviews about how this sporebiotic product helped other people to feel better and have a healthier digestive system, I decided to try the Cura supplement. It has really helped to calm my gut and I feel better overall. Thank you for this product."
These reviews didn't appear by accident on the live product page. They were collected pre-launch by TMC's team, then placed directly under the Cura Sporebiotics price tier as part of the product-page conversion infrastructure. Trust signal at the moment of decision, not buried below the fold.
What this case proves
The same operator team can launch a second brand from £0, build the site, ship the conversion infrastructure, and beat the sister brand's average order value on the highest-traffic weekend of the year, in the first year of operation. Without paid ad-spend uplift. Just clean site architecture, real customer testimonials on the right pages, and disciplined Black Friday coordination.
Cura outlived Enzymedica UK. When the Enzymedica corporate parent killed the UK distributor channel in late 2023 and the Enzymedica UK site closed January 2024, Cura kept operating as TMC Ventures' surviving brand.
