TikTok momentum turned into top-5 supplement brand in TJX within 6 months
$1M+
Revenue generated within the first 6 months
Zoyava entered off-price from a position of momentum, not distress. The brand already had strong consumer demand, an active TikTok Shop relationship, and products resonating with a wellness-forward audience. Common Shelf used that proof to unlock scaled national discovery across the full TJX ecosystem.
Understanding the challenge
Zoyava had digital traction and real consumer demand, but no clear path to physical retail. The challenge wasn't about moving excess inventory. It was about using that momentum strategically to enter off-price in a way that amplified the brand rather than flattened it. Competing in a crowded supplement aisle required the right assortment, the right price bands, and the right retailer relationships from day one.
Our approach
Common Shelf positioned Zoyava as a high-velocity wellness brand ready for scaled discovery, leading with TikTok demand signals as proof of consumer relevance.
Key execution moves:
Rapid expansion across multiple TJX banners: Sierra, HomeGoods, TJ Maxx, and Marshalls
Tight alignment between TikTok demand signals and in-store assortment decisions
Development of exclusive SKUs and bundles engineered specifically for TJX price bands and shopper behavior
Launched exclusive items to deepen the TJX partnership and drive incremental growth
The result was one of the fastest supplement brand ramp-ups in the TJX channel, driven by digital proof translated directly into shelf velocity.
