How Chamberlain Coffee grew from 1,000 to 12,000 stores in a year

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Chamberlain Coffee, a brand that was created by a Gen Z YouTube influencer, Emma Chamberlain, went from 1,000 stores to 12,000 in one year, as reported by Forbes.

How? They used their DTC data to pitch retail partners.

Before launching in stores, they ran customer surveys through their site.

Thousands of responses showed exactly which products would work in retail and which stores their customers already shopped at.

Result: Target, Whole Foods, Walmart, and Albertsons.

These partnerships gave them fast distribution at a much lower cost than online ads.

What you can do:

Source: Retail Next

I want to walk you through a quick SEO win that surprised even me.

I ranked a brand #6 on Google for the keyword “pillow covers” in less than 2 months.

No hacks.

No loopholes.

Just clean, intentional SEO.

Here’s exactly what I did.

First, I optimized the page I wanted Google to rank for the keyword.

The brand already had a Collection page for pillow covers. The problem was that it was titled “All Pillows.” Google had no reason to associate that page with the keyword I cared about.

So I changed the page title to “Decorative Pillow Covers,” updated the meta title and meta description to match, and changed the URL to /pillow-covers.

I used the phrase "decorative pillow covers" instead of just "pillow covers" because both keywords share the same search intent, so using the phrase "decorative pillow covers" would allow me to rank the page for both keywords.

Next, I built out additional Collection pages to support the main page.

I created and optimized 40 niche Collection pages targeting more specific pillow cover keywords, including:

Then I added on-page content.

Every Collection page included keyword-optimized copy explaining the product, why it was better than competitors, and a short FAQ to reinforce relevance.

I also internally linked these pages together, with a strong emphasis on making sure every niche page linked back to the main pillow covers Collection page.

After that, I did link building.

I built 30 high-quality backlinks to the homepage to raise overall domain authority, and just one backlink directly to the pillow covers Collection page.

No aggressive anchor text. No spam. No over-optimization.

I also cleaned up the site.

I deleted 8 blog posts that weren’t ranking and weren’t useful to users, fixed 30 broken product page links and redirected them to the pillow covers Collection page, and added a single internal link from an existing blog post that already had strong backlinks pointing to the pillow covers Collection page.

That’s it.

And it was enough to rank the page #6 in under two months.

Honestly, I didn’t expect it to happen that fast.

But it’s a good reminder of something most brands overlook:

SEO is all about the fundamentals.

Take the right approach, stay patient, and you’ll be surprised by how far your rankings can climb.

If you need an SEO consultation, book a call with Keval Shah

As third-party cookies fade, brands are shifting to own their customer data.

Without this data, scaling profitably becomes much harder.

They use loyalty programs, quizzes, and feedback loops.

This helps them personalize campaigns and build stronger relationships.

Brands like Unilever struggle to know their customers. They lack crucial data on purchasing habits and preferences.

On the other hand, brands like Mr. Squatch own their data, which enables them to create more targeted marketing. This data-driven approach builds trust and loyalty, resulting in stronger growth.

Source: VCCafe

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