Men Matter Co
overview
Men Matter & Co partnered with The Herd to strengthen their eCommerce brand strategy, distribution, and web design.
The brand sits at the intersection of men’s grooming, self-care, and mental wellbeing, with a mission built around helping men look good, feel good, and speak more openly. Their wider message, Fight The Silence, gives the brand a purpose beyond just selling products.
The Herd helped shape a clearer digital and commercial foundation for the brand, bringing together product positioning, website structure, eCommerce journeys, and distribution strategy into one more focused ecosystem.
Men Matter & Co had a strong mission and a growing product range, but the brand needed a clearer way to turn that purpose into a scalable eCommerce experience.
The challenge was to make the website feel premium, purposeful, and commercially effective without losing the emotional weight behind the brand.
This meant focusing on:
Clearer eCommerce positioning
Stronger product storytelling
Better website structure and navigation
A more polished visual identity online
Sharper messaging around grooming, confidence, and men’s wellbeing
A clearer distribution and partner pathway
Making the brand feel like both a product business and a movement
The key challenge was balance. The site needed to sell grooming products effectively, while still communicating the deeper mission behind Men Matter & Co.
the Result
The work gave Men Matter & Co a stronger foundation to grow as an eCommerce brand.
The improved digital ecosystem now gives the brand a clearer way to present its products, communicate its mission, and support future distribution opportunities.
The transformation helped create:
A stronger eCommerce experience
Clearer product and category positioning
A more premium online brand presence
Better storytelling around men’s self-care and mental health
A cleaner customer journey from discovery to purchase
A clearer foundation for partnerships, stockists, and distribution growth
A website that better reflects the purpose and ambition behind the brand
Men Matter & Co now has a digital presence that does more than showcase products. It supports the brand’s mission, improves the customer journey, and gives the business a stronger platform for growth.
+19%
Brand awareness.
+60%
Conversion rate.
+22%
Revenue increase.
“Men Matter & Co was created to redefine what self‑care means for men – from high‑quality beard and grooming products to open, honest conversations about mental health.” “We want every customer to feel that looking after themselves is a sign of strength, not something to hide.” “When we first met The Herd, we were looking for a partner to help us accelerate our digital growth.” “Very quickly, it became obvious that Paul and Keiran understood our purpose and saw the same potential we did, so welcoming them in as shareholders felt like a natural next step.” “Their investment and expertise will help us reach more men, support more mental health initiatives and build a brand and community we can all be proud of.”
Javier Ruiz
Founder of Men Matter & Co
