Principle 0101
Honest products come first.
Marketing amplifies whatever exists underneath it. We only operate brands whose products we would use ourselves and recommend to the people we love.
About the company
A private operator of direct-to-consumer brands, built for the long horizon.
01 / Story
Operators,
not observers.
Double Wiklich Ltd was founded in London as a patient operator of consumer brands. We were started by a small team of operators, creatives, and performance marketers who had spent years scaling direct-to-consumer businesses for others and wanted to build something of their own — with a longer horizon and fewer distractions.
Our model is straightforward. We identify consumer brands in wellness, home, and lifestyle that have honest products and loyal customers but lack the operational depth or media sophistication to scale. We acquire, partner with, or build alongside those brands, then apply an integrated operating platform — supply chain, creative, performance marketing, data, and finance — to help them grow durably.
We operate quietly. Our portfolio is not publicised as a matter of principle: we believe brands are better served when the operating entity stays out of the way.
02 / Operating principles
Five things we insist on.
Principle 0202
Creative is the primary performance lever.
Algorithms pick the winners, but we write the entries. We invest heavily in original creative — photography, film, editorial — and treat it with the seriousness it deserves.
Principle 0303
Measure what matters, and only what matters.
Contribution margin, repeat rate, and long-term customer value are our scoreboard. We build our own measurement layer so we are never captive to any platform's version of the truth.
Principle 0404
Scale does not excuse drift.
Growth is a means, not a goal. If a decision would erode what makes a brand itself, we do not make it — regardless of the near-term number attached.
Principle 0505
Patient capital behaves differently.
We capitalise our brands to hold them for a decade, not a quarter. This changes every decision about inventory, pricing, acquisition, and team.
03 / Legal entity
Incorporated in England & Wales.
- Legal name
- Double Wiklich Ltd
- Company number
- 17117893
- Entity type
- Private company limited by shares
- Jurisdiction
- England & Wales
- Registered office
- 71–75 Shelton Street, Covent Garden, London WC2H 9JQ, United Kingdom
- General enquiries
- hello@doublewiklich.site
Public filings are available via the UK Companies House register. Press and regulatory enquiries should be directed to press@doublewiklich.site.