Brand Profile: An Inside Look at Made To Roam
In the crowded landscape of Direct-to-Consumer (DTC) pet brands, Made To Roam stands out as a testament to the power of friendship and functional design. Founded and operated by two best friends, Theresa and Jenn, this woman-owned business has carved a niche for itself by balancing premium quality with accessible pricing.
Here is a comprehensive overview of the brand, its operations, and its digital footprint.
️ Product Ecosystem & Pricing Strategy
Operating on the Shopify platform, Made To Roam offers a curated selection of approximately 10 to 20 SKUs. The brand focuses on essential outdoor and lifestyle gear for dogs, including:
- Walking Essentials: Harnesses, collars, leashes, and poop bag dispensers.
- Comfort: Dog beds and sleeping mats.
- Dining: Pet bowls and waste bags.
The pricing strategy is positioned to be accessible yet premium, with products ranging from $11.99 for accessories like poop bag dispensers to $79.99 for high-ticket items like dog beds. Notably, the brand maintains a unified pricing structure across its own Shopify store and its Amazon storefront, ensuring price consistency regardless of the sales channel.
While the products are manufactured in China, the brand emphasizes that they are strictly an online entity with no current plans for brick-and-mortar retail or custom personalization options.
Operational Policies: The Fine Print
Like many agile small-to-medium DTC brands, Made To Roam operates with specific policies designed to maintain efficiency and low overhead costs.
Order Modifications & Logistics
The brand enforces a strict 12-hour window for order modifications. Once an order is submitted, it cannot be edited. Customers wishing to change shipping details or cancel an order must utilize the Return Portal within 12 hours of purchase. After this window, the order proceeds to fulfillment.
Shipping & Returns
- Global Reach: The brand ships worldwide. US orders over $50 qualify for free shipping, while orders under $50 incur a flat rate of $8.99. Processing takes 3-5 business days, with transit times adding another 3-5 days.
- Return Policy: A 30-day return window is offered for items in unused condition with original packaging. However, to sustain their affordable pricing model, returns are not entirely free; a $8.99 restocking/shipping fee is deducted from the refund. Clearance items are marked as “Final Sale.”
- Warranty: A manufacturer’s warranty covers defects in materials and workmanship, handled directly via email support.
Digital Footprint & Traffic Analysis
Made To Roam has established a steady digital presence, generating approximately 7,000 monthly visits with around 4,000 unique visitors. The traffic mix reveals a heavy reliance on performance marketing:
- Paid Traffic: ~52% (indicating active ad spend).
- Direct Access: ~23% (showing solid brand recall).
- Organic Search: ~15%.
The brand’s backlink profile is primarily driven by marketplace.uppromote.com, a platform connecting sellers with influencers, highlighting their focus on affiliate and influencer marketing.
Growth Engines: Affiliate & Ambassador Programs
To scale their reach, Made To Roam leverages two distinct partnership strategies:
1. The AvantLink Affiliate Program
Designed for creators and partners, this program offers a 10% commission on sales with a 30-day cookie duration. With an Average Order Value (AOV) of roughly $59, affiliates are incentivized with opportunities to test new gear and access exclusive discount codes for their audiences.
2. The “Roam Pack” Ambassador Program
This initiative targets social media creators and pet enthusiasts who align with the brand’s “aesthetic.” It is a product-heavy program designed to generate User Generated Content (UGC):
- The Perk: Ambassadors receive 4 free products per month (harnesses, collars, etc.) of their choice.
- The Expectation: In exchange, ambassadors must share lifestyle-oriented content on Instagram—ranging from action shots of outdoor adventures to urban walks—showcasing how the gear fits into their daily lives.
Social Community
On the social front, Made To Roam maintains an active Instagram presence with over 8,000 followers and 400+ posts. The platform serves as the visual cornerstone of the brand, reinforcing the “Roam Pack” community vibe and showcasing the durability and style of their products in real-world scenarios.