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CASE STUDY · MODA MINX
From 6 to 8 figures in revenue.
How we helped one of the UK's leading swimwear brands scale profitably through short, high-pressure peak seasons, and keep growing all year round.
● Partner since Summer 2021
THE BRAND
The UK swimwear brand behind Love Island's bikinis.
Moda Minx is one of the UK's leading swimwear brands, worn by some of the world's most recognised influencers.
It has been the chosen bikini partner for Love Island across multiple seasons and consistently ranks among the top-grossing swimwear brands on ASOS and Zalando.
Our journey together hasn't been a straight line. In Spring 2024, a new partnership moved paid media to a well-known external agency. After three underwhelming months, Moda Minx came back to DGX to rebuild performance, profitability and strategic direction.
THE CHALLENGE
Short peak seasons, with huge pressure to perform.
Swimwear is one of fashion's most seasonal categories. Peak windows are short and the pressure to perform is high. We needed a strategy that could scale aggressively and profitably during peak demand, then shift gears in the off-season to focus on efficiency, growing the customer base through low-cost acquisition like email sign-ups so the brand keeps working all year, not just in summer.
WHAT WE DID
We built Moda Minx a profit-led growth engine.
Five shifts that took the brand from chasing top-line ROAS to scaling profitably, in and out of season.
01
From growth at all costs to profit-led performance
We rebuilt paid media around contribution margin, blended performance and creative strategy. Product-level segmentation let us scale Google spend behind proven products, so profitability grew as spend increased.
02
Scaling efficiently through peak season
A structured peak-season plan raised budgets on real-time performance, prioritising best-sellers and top creatives to capture demand while keeping CPAs stable.
03
Accurate forecasting in a seasonal market
A forecasting model built on historical performance, seasonal trends and live data guided spend and inventory priorities, so budgets could scale with confidence.
04
Less discounting, healthier margins
We moved away from heavy discounting by leading with full-price hero products, stronger creative angles and higher-intent audiences.
05
Fast feedback loops to beat ad fatigue
A fast-moving creative testing framework used performance data and audience feedback to refresh assets quickly and keep performance strong at scale.
THE CREATIVE
A few of the ads we made.
Video
UGC-style creator ad
Moda Minx
Video
Side-by-side try-on ad
Moda Minx
Static
Product callout
Moda Minx
Video
Offer Bank Holiday
Moda Minx
THE RESULTS
Six figures in 2020. Eight figures in 2025.
Moda Minx crossed 8 figures in revenue in 2025, with more than £5M generated through Meta ads and 30% of revenue now coming from email, a channel that keeps the brand selling between peaks.
REVENUE
8 figures
In 2025, up from 6 figures in 2020
META REVENUE
£5M+
Generated through Meta ads
30%
Of revenue generated through email
PARTNER SINCE
2021
Since Summer 2021
“
They exceeded our expectations and made the brand grow phenomenally!
Alicia Sassi
Head of Marketing, Moda Minx
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Want results like Moda Minx?
Book a free 30-min strategy call. We'll audit your ad account and show you exactly where your next stage of growth will come from.
Book a Strategy Call ↗
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← All case studies
CASE STUDY · MODA MINX
From 6 to 8 figures in revenue.
How we helped one of the UK's leading swimwear brands scale profitably through short, high-pressure peak seasons, and keep growing all year round.
See the results ↓
Partner since Summer 2021
THE BRAND
The UK swimwear brand behind Love Island's bikinis.
Moda Minx is one of the UK's leading swimwear brands, worn by some of the world's most recognised influencers.
It has been the chosen bikini partner for Love Island across multiple seasons and consistently ranks among the top-grossing swimwear brands on ASOS and Zalando.
Our journey together hasn't been a straight line. In Spring 2024, a new partnership moved paid media to a well-known external agency. After three underwhelming months, Moda Minx came back to DGX to rebuild performance, profitability and strategic direction.
THE CHALLENGE
Short peak seasons, with huge pressure to perform.
Swimwear is one of fashion's most seasonal categories. Peak windows are short and the pressure to perform is high. We needed a strategy that could scale aggressively and profitably during peak demand, then shift gears in the off-season to focus on efficiency, growing the customer base through low-cost acquisition like email sign-ups so the brand keeps working all year, not just in summer.
WHAT WE DID
We built Moda Minx a profit-led growth engine.
Five shifts that took the brand from chasing top-line ROAS to scaling profitably, in and out of season.
01
From growth at all costs to profit-led performance
We rebuilt paid media around contribution margin, blended performance and creative strategy. Product-level segmentation let us scale Google spend behind proven products, so profitability grew as spend increased.
02
Scaling efficiently through peak season
A structured peak-season plan raised budgets on real-time performance, prioritising best-sellers and top creatives to capture demand while keeping CPAs stable.
03
Accurate forecasting in a seasonal market
A forecasting model built on historical performance, seasonal trends and live data guided spend and inventory priorities, so budgets could scale with confidence.
04
Less discounting, healthier margins
We moved away from heavy discounting by leading with full-price hero products, stronger creative angles and higher-intent audiences.
THE CREATIVE
A few of the ads we made.
05
Fast feedback loops to beat ad fatigue
A fast-moving creative testing framework used performance data and audience feedback to refresh assets quickly and keep performance strong at scale.
Video
UGC-style creator ad
Moda Minx
Video
Side-by-side try-on ad
Moda Minx
Static
Product callout
Moda Minx
Video
Offer Bank Holiday
Moda Minx
THE RESULTS
Six figures in 2020. Eight figures in 2025.
Moda Minx crossed 8 figures in revenue in 2025, with more than £5M generated through Meta ads and 30% of revenue now coming from email, a channel that keeps the brand selling between peaks.
REVENUE
8 figures
In 2025, up from 6 figures in 2020
META REVENUE
£5M+
Generated through Meta ads
30%
Of revenue generated through email
PARTNER SINCE
2021
Since Summer 2021
“
They exceeded our expectations and made the brand grow phenomenally!
Alicia Sassi
Head of Marketing, Moda Minx
More case studies
View all →
6.1x blended MER on 7-figure ad spend for Horzehoods
Paid Social · Paid Search
Equestrian
HORZEHOODS
From 6 to 8 figures in revenue for Moda Minx
Paid Social · Paid Search
Swimwear
MODA MINX
30% more leads converting to offers for WaterBear
Paid Search · Paid Social
Education
WATERBEAR
381% YoY revenue growth for Prestige Locker in 2025
Paid Social · Paid Search
Sneaker Resale
PRESTIGE LOCKER
413% increase in sales revenue for Drimee in 90 days
Paid Social · Paid Search
Equestrian
DRIMEE
From 6 to 7 figures in revenue for PetJet
Paid Social
Pet & Equestrian
PETJET
NC-ROAS from 3x to 5x in 60 days for A Vintage Fit
Paid Social · Paid Search
Womenswear
A VINTAGE FIT
137% more sales in 3 months for Smoozle & Bone
Paid Social
Pet Accessories
SMOOZLE & BONE
7x blended MER for Overhype
Paid Social
Streetwear
OVERHYPE
6.1x blended MER on 7-figure ad spend for Horzehoods
Paid Social · Paid Search
Equestrian
HORZEHOODS
From 6 to 8 figures in revenue for Moda Minx
Paid Social · Paid Search
Swimwear
MODA MINX
30% more leads converting to offers for WaterBear
Paid Search · Paid Social
Education
WATERBEAR
Want results like Moda Minx?
Book a free 30-min strategy call. We'll audit your ad account and show you exactly where your next stage of growth will come from.
Book a Strategy Call ↗
