In this episode of Functional & Fabulous, hosts Ger Keohane and Gordon Newman sit down with Kevin McCullough, Ecommerce Director at Kukoon Rugs. From walking into the company's Newry warehouse in 2019 to earning a seat on the board, Kevin shares the remarkable story of how Kukoon evolved from selling rugs on eBay into Ireland's largest rug retailer. They now ship 8,000 rugs a week and generate £21 million in annual sales.
Escaping the "Amazon Trap" & Building Direct-to-Consumer Equity
While selling on marketplaces delivered massive order volumes, operating under legacy names meant Kukoon wasn't building true brand equity or capturing first-party customer data. Kevin unpacks the strategic decisions required to pull back from marketplace over-reliance and shift focus toward their own site, growing website revenue share from 18% to 63%
Unlocking Higher AOV Through Product Innovation
Growing average order value isn't just about marking up prices. It requires offering genuine new value to the customer. Kevin details how co-director Clare Walsh championed the development of affordable, machine-washable rugs, creating a differentiated product proposition that transformed shipping logistics and opened up fresh market demand.
Pivoting Paid Media: From Macro-Influencers to Relatable Content
After spending £250,000 on high-licensing influencer deals, Kukoon revamped its paid acquisition strategy toward mass micro-creator seeding and partnership ads. Kevin explains how combining relatable real-home creators with targeted celebrity endorsements helped establish lasting brand trust.
Want to learn how Kukoon survived pandemic demand spikes, handled lost courier shipments, and built their retention engine? Watch the full conversation with Kevin McCullough here, or listen to the podcast on Apple Podcasts, Spotify, or YouTube.
