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The D2C Atlas
Growth playbook / 23 of 76Public research · Accessed 2026-10-05

Just Russel

Pets / personalised food

Headquarters

Ghent, Belgium · Pet food · personalized

Acquisition · observed

Pet profile to prepare a personalised food offer.

Conversion · observed

Trial box and plan adapted to the animal's profile.

Repeat & retention · observed

Replenishment linked to consumption: delivery planned before food runs out and pre-email; adjustable frequency.

The growth sequence / our inference

How Just Russel's loop likely runs.

Built from the public tactics above. It is a reading of the mechanism, not the brand's internal strategy, and seeing a tactic doesn't prove it caused growth.

  1. 01

    Profile

  2. 02

    Trial

  3. 03

    Portion adjustment

  4. 04

    Timely replenishment

  5. 05

    Continued subscription

Two tests worth running / proposed

What we'd test next.

Recommendations to try, not confirmed strategies. Compare randomly assigned groups within the eligible audience and read the KPI alongside incremental margin.

Test 1

Cadence vs. excess stock

Trigger / audience
Customer requests pause due to surplus food
Proposed action
Propose next delivery based on declared consumption and current portion
Main KPI
Next paid delivery without subsequent return/cancellation
Measurement window
One full purchase/renewal cycle; set duration with historical data before test

Test 2

Second pet in household

Trigger / audience
Satisfied recurring customer declares another animal
Proposed action
Open independent profile and appropriate sample for that pet
Main KPI
Incremental margin per household and new activated pet
Measurement window
One full purchase/renewal cycle; set duration with historical data before test

Evidence limit

Published dates are delivery rules, not evidence that the system maximises retention. No product has been purchased and no customer inbox has been observed.

Sources