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About the Client
Fluff.co is a direct-to-consumer (DTC) premium bedding and sheets brand that offers five-star hotel-quality products without the excessive markup. Founded by Monish Sabani and his team, Fluff.co has carved out a niche in the home goods industry by delivering luxury bedding products that elevate the sleep experience. Their catalogue includes high-end pillows, robes, towels, linens, and other sleep essentials designed to replicate the superior comfort found in the world’s best hotels.
While the brand had established a strong foundation and loyal customer base, they recognized the potential of affiliate marketing to accelerate their growth but lacked the expertise to execute a successful program.
About Their Problem
Before engaging with Performance Partners, Fluff.co faced significant challenges in leveraging affiliate marketing effectively:
- Lack of Affiliate Knowledge: Although Monish was aware of affiliate marketing as a channel, he had limited experience beyond working with publishers on platforms like ShareASale.
- Difficulty Entering the Affiliate Space: Given the complexity of affiliate marketing, Fluff.co needed guidance on how to structure and launch a program that would drive revenue growth.
- Finding the Right Partners: The brand required introductions to high-quality content sites and strategic partners who could generate meaningful sales.
- Lack of Visibility in Content Sites: They were unfamiliar with how to approach and secure placements in high-authority content sites, review blogs, and editorial features, which limited their exposure to potential customers.
- Revenue Stagnation in the Channel: Prior to working with Performance Partners, Fluff.co was generating virtually no revenue through affiliates.
Fluff.co needed an experienced affiliate marketing agency that could educate them on the space, build a scalable program, and drive significant revenue through high-quality affiliates.
About Our Solution
Performance Partners stepped in to provide a comprehensive, results-driven affiliate strategy tailored to Fluff.co’s business model. Our approach included:
1. Affiliate Marketing Education & Strategy Development
Before launching into execution, we ensured that Monish and his team fully understood the affiliate landscape. Through an initial consulting phase and a structured training course, we educated Fluff.co on the fundamentals of affiliate marketing, particularly negotiating with large content sites—an area that was completely new to them.
2. Affiliate Program Launch & Recruitment
- Setting Up on Impact: We launched Fluff.co’s affiliate program on the Impact platform in August 2024, configuring all necessary tracking, reporting, and payment structures to ensure a smooth operation.
- Content Publishers & Gift Guide Affiliates: We leveraged our network of premium publishers and influencers to place Fluff.co in high-visibility digital publications and shopping roundups.
- SEO-Focused Content Affiliates: We partnered with high-ranking blogs and review sites to drive sustained organic traffic and increase brand credibility.
- Diversified Affiliate Partnerships: We structured deals with a mix of content creators, deal sites, and niche publishers to create a sustainable and high-performing affiliate ecosystem.
3. Active Program Management & Deal Negotiation
To ensure rapid success, we took a hands-on approach in managing the program. Our services included:
- Ongoing Affiliate Recruitment: Continuously adding new affiliates to expand the program’s reach.
- Custom Deal Structuring: Negotiating the best possible commission rates and payout structures to incentivize performance.
- Performance Optimization: Monitoring conversion rates, EPCs (earnings per click), and ROAS (return on ad spend) to maximize profitability.
4. Regular Communication & Strategic Adjustments
We maintained close communication with Fluff.co throughout the entire process. During the most intense growth periods, we had daily check-ins, with weekly Slack updates and monthly reporting to ensure transparency and alignment on goals.
About the Results
The impact of Performance Partners' affiliate strategy on Fluff.co was extraordinary. Here’s a breakdown of the quantifiable results:
- $0 to 6 Figures in Affiliate Revenue: Fluff.co went from generating no revenue in affiliate marketing to scaling to over $100,000 in total revenue in just five months.
- Affiliate Contribution to Overall Revenue: The affiliate channel grew to represent a substantial percentage of total revenue, becoming a key growth driver for the business.
- Rapid Growth & Performance Metrics: We achieved a 7.25 ROAS on ad spend and 625% ROI on agency fees by optimizing commissions, securing high-converting content placements, and strategically managing acquisition costs to maximize profitability.
Client Testimonial
Monish Saani, Co-Founder of Fluff.co, shared his thoughts on the partnership:
“The results are actually staggering. We really were at zero dollars in affiliate revenue at the start of August 2024, and heading into 2025, we knew we wanted affiliate to be a substantial revenue channel. What ended up transpiring was beyond our expectations—we built a six-figure business in affiliate alone with your guidance. 0 to 6 figures in six months is the bottom line.”
Final Thoughts & Why This Matters
Fluff.co’s success story showcases the power of affiliate marketing when executed correctly. Many DTC brands overlook affiliate as a revenue-driving channel, but as Monish highlighted:
“Affiliate is an incredible channel that not many people know about, particularly in the DTC world. If you don’t know much about it, I would highly encourage you to speak to the Performance Partners team. There’s a lot you can do and a lot of subpockets within affiliate marketing that most people don’t really know about.”
At Performance Partners, we take a sales-driven approach to affiliate marketing, focusing on revenue generation rather than passive placements. Our expertise in creative deal-making, high-quality affiliate recruitment, and media buying allows us to deliver transformative results for DTC brands.
If you’re a DTC brand looking to scale your affiliate program, let’s talk. Book a free 15-minute strategy session today to see how we can help you unlock new revenue opportunities through affiliates.
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Frederic Jean-Bart is a performance-based affiliate marketing expert with over 15 years of experience scaling multi-million dollar programs for some of the world’s top DTC brands. As the founder of Performance Partners, he has built a reputation as the go-to strategist for high-stakes affiliate deal-making—securing partnerships with the industry’s top-performing affiliates to drive explosive revenue growth.
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