For the last couple of years, Jack and I have spent almost every day working from inside the offices of some of the UK’s best-loved DTC brands.

For two product builders, it’s been a dream. We’ve had an access-all-areas pass to how these businesses actually run; sitting in trade meetings, watching decisions get made, and seeing first-hand how great operators think.

One of those operators pulled us aside and shared a frustration.

Like most operators, they were expected to be across everything. Sales. Stock. Marketing. Margin. Targets. Yet understanding what was really going on still meant hours spent digging through spreadsheets, dashboards and reports.

The data existed, but it was a disjointed mess. Shopify. Meta. Klaviyo. Spreadsheets. Trade calendars. Plenty of data but no easy way to connect the dots and understand what was actually driving performance.

And that was the start of Micki.

What started as an internal tool became something the team relied on every day. We sat alongside them as they used it, answered questions, built new features and refined it week after week. The questions that kept coming up in trade meetings, the opportunities they spotted too late, and the answers they wished they had at their fingertips all became part of Micki.

A year later, after being shaped by real operators and tested under real commercial pressure, Micki is ready to be shared more widely.