Outcome Study: Wood & Forge

Project Snapshot

Client: Wood & Forge

Sector: E-commerce & Direct-to-Consumer (DTC)

Challenge: Explosive demand for their best-selling products overwhelmed operations, leading to fulfilment chaos and reputational risk.

Outcome: Within weeks, we created a unified operating system that cut errors by 90%, restored customer satisfaction, and gave the business the capacity to double revenue and secure new investment.

The Growth That Nearly Broke Them

Wood & Forge had built its name on beautifully designed homeware. Their hand-finished kitchenware and sustainable storage products had gone viral, shared thousands of times across social media. Customers loved the brand’s mix of style and substance, and orders began flooding in from all over the UK.

But the very products that made Forge & Forrest famous also became the source of growing pains. One viral post could wipe their best-sellers out of stock in hours. Warehouse staff, juggling spreadsheets and paper pick lists, struggled to keep up. Customers who had fallen in love with the products were now waiting weeks for deliveries, or receiving the wrong items entirely. Negative reviews began to appear, threatening the reputation the founders had worked so hard to build.

What We Found

When Wood & Forge came to CoreTheorem, the issues looked like teething problems. Once we plugged their data into our platform and stepped back to view the business as a whole, the underlying story was clear:

• Their e-commerce site, warehouse and customer service desk were running separately, so no one had a full view of orders or stock.

• Best-sellers were constantly running out, while slower-moving products piled up in the warehouse.

• Customer service staff had no way of seeing the status of orders in real time, so complaints dragged on and loyalty suffered.

• The founders were stuck in the weeds, managing daily crises instead of planning for the next stage of growth.

  
  

How We Fixed It

We worked side by side with the founders to rebuild the business around an operating system that could support their growth.

1. Plugging in the data: We connected their e-commerce platform, warehouse logs and service desk into one live model. For the first time, the team could see exactly what was selling, where orders stood, and how stock was moving.

2. Making demand predictable: By analysing sales trends on their hero products, from their enamel cookware line to their bamboo storage range, we built reliable demand forecasts. This gave them confidence to keep best-sellers in stock without overcommitting cash to slower lines.

3. Creating an operating system for scaleTogether, we redesigned warehouse workflows, set up smarter stock rules and introduced simple performance measures. The result was not just fewer errors, but a rhythm of operations capable of handling double the order volume.

   
   

The Outcomes

The transformation was both immediate and lasting:

• 95% reduction in fulfilment errors within three months.

• Customer satisfaction scores surged, turning support into a strength instead of a liability.

• Revenue doubled over 6 months without a major increase in headcount.

• A new funding round secured, giving the founders the capital to expand into Europe.

A Founder’s Reflection

“We knew people loved our products, but we weren't ready for growth. CoreTheorem showed us where things were breaking and helped us build a scalable model. Now our customers get the experience they deserve, and we finally have the space to focus on creating the next range.”

Why It Matters

Wood & Forge’s story shows the flipside of viral success. The very products that win customers can quickly expose weaknesses if the business isn’t built to scale. By plugging their data into our platform, seeing the business as a whole, and working with the leadership to fix what mattered, they turned chaos into confidence.

That is Outcome Intelligence in action: helping businesses deliver the products their customers love, without losing control in the process.

---

Disclaimer: The company names, characters, and identifying details used in these Outcome Stories are anonymised unless explicitly stated otherwise. Each story is derived from real client engagements and represents a synthesis of data, insights, and results drawn from CoreTheorem’s work with businesses in similar contexts. Figures, timelines, and outcomes are based on actual performance data but may be generalised, aggregated, or adjusted for confidentiality. Any resemblance to specific individuals or organisations, living or defunct, is coincidental where names are not disclosed with permission. Images, trademarks, and design elements remain the property of their respective owners and are used here solely for illustrative purposes. These stories are intended for informational use only and do not constitute guarantees of future performance or results.