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  • Plan
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  • The brief
  • Start here
  • Idea portfolio
  • Effort vs impact
  • This week · 5
  • This quarter · 10
  • Big bets · 3
  • Wildcards · 3
  • How we can help
Generated Oct 21, 2026
  1. Programmable
  2. Playbooks
  3. Ridge
Ridge logo

growth playbook · Oct 21, 2026

ridge.com (opens in a new tab)

Ridge growth playbook

Diagnosis

Ridge is a strong DTC brand with 43,280 reviews, a warranty that covers loss and theft, frequent drops and a growing range from wallets to tech, jewellery and travel.

Its growth limits are on the store: real shoppers wait 437 ms after each tap because of 46 third-party tools, the catalogue multiplies with every finish and bundle, there are 869 collections and only 7 articles, and the regional stores carry US copy.

This playbook fixes responsiveness, regional copy, warranty clarity, collections and naming first, then adds a kit builder, drop playbooks, wedding and travel funnels, upgrades, corporate gifting, comparisons and matched iPhone sets, and bets on trade-ins, a guide hub and international growth.

Growth Score

7/10

Biggest Opportunity

A faster, simpler store that turns every new finish and category into larger kits and repeat purchases from customers who already trust the brand.

Biggest Risk

Bellroy, Ekster, Nomad and many copies compete on similar products, and a heavy, multiplying catalogue makes the Ridge store slower and harder to shop than its products deserve.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Make ridge.com respond to taps: real shoppers wait 437 ms, and 46 third-party tools are the reason

    Export the Tag Manager container and list every tag with an owner.

    High impact First result in 1 month
  2. 2

    Localise the regional stores: the UK store promises free shipping "over $35"

    Fix the shipping line on the UK store.

    Medium impact First result in 2 weeks
  3. 3

    One clear warranty page: "Built for Life" covers lost and stolen, but the page also says "Lifetime Warranty"

    Write the claim table.

    High impact First result in 2 weeks

02

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 6 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 1Big bets · 11Fill-ins · 5Reconsider · 4
Effort →

Showing 21 of 21 ideas

This week 5

Quick wins with a clear first action.

  • 01

    Google's data from real Chrome users shows ridge.com fails Core Web Vitals on one measure only: responsiveness. Interaction to Next Paint is 437 ms against a 200 ms target, while loading and layout pass. That is the delay after a shopper taps a finish swatch, opens the menu or presses Add to Cart. In Google's phone test the main thread is busy for 8.6 seconds, Google Tag Manager alone loads 1.5 MB and blocks about 2 seconds, and 1.2 MB of JavaScript goes unused. The homepage loads 46 third-party services, including two heatmap tools (heatmap.com and Hotjar), two experiment tools (Intelligems and GrowthBook) and seven ad pixels.

    High impactMedium effort First result in 1 month ECommerce Manager

    First action

    Export the Tag Manager container and list every tag with an owner.

    How to measure it

    INP at the 75th percentile

    Now
    –
    Target
    under 200 ms
    By
    60 days

    Steps

    1. 1

      Inventory tags

      Every script, owner, purpose, last used.

      eCommerce Manager 2 days

    2. 2

      Remove orphans

      Pause tags with no owner.

      eCommerce Manager 1 day

    3. 3

      One tool per job

      One heatmap and one experiment tool per page.

      eCommerce Manager 1 week

    4. 4

      Delay pixels

      Load ad pixels after interaction or server-side.

      Performance Creative Manager 1 week

    5. 5

      Defer widgets

      Chat, reviews and affiliate scripts on idle.

      Front-end Developer 1 week

    6. 6

      Fix long tasks

      Swatch, menu and cart handlers.

      Front-end Developer 2 weeks

    7. 7

      Monitor

      Real-user INP weekly.

      eCommerce Manager weekly

    8. 8

      Govern

      Owner and end date for every new tag.

      eCommerce Manager ongoing

    First result
    1 month
    Cost
    Developer time
    Owner
    ECommerce Manager

    Smallest test

    Pause the duplicate heatmap tool and defer three ad pixels for a week, then compare real-user INP.

    Why it works

    Run a tag audit: list every script with its owner, purpose and last-used date, and remove or pause anything without a current owner. Keep one heatmap tool and one experiment tool on any given page. Move ad pixels and non-essential widgets (chat, reviews below the fold, affiliate and quiz scripts) to load after the first interaction or when idle, and move pixels to server-side events where the ad platforms support it. Break up long tasks in the theme's swatch, cart and menu code. Track INP from real users weekly (Chrome UX Report or a real-user monitoring script) and set a rule that every new tag needs an owner and a removal date.

    Faster taps mean fewer abandoned swatch changes and add-to-carts on mobile, where most DTC traffic is, and a lighter page also lowers ad costs through better landing-page experience. Ridge already passes on loading, so responsiveness is the one fix between it and a full Core Web Vitals pass.

    Ready to use

    ChecklistTag audit sheet columns

    Tag | Vendor | Owner | Purpose | Pages | Load timing (now / proposed) | Last used | Keep, defer, server-side or remove | Removal date

    Risks and how to handle them

    • Attribution gaps when pixels move

      Run server-side events alongside for two weeks before switching.

    • Teams lose a tool they rely on

      Agree which tool stays per job with each owner.

    Evidence

    • Google PageSpeedridge.com homepage (tested October 20, 2026): real Chrome users fail Core Web Vitals on responsiveness, with Interaction to Next Paint at 437 ms (target 200 ms), while loading (LCP 1.9 s) and layout stability (CLS 0.01) pass. Mobile lab score 44/100: 1.9 s of total blocking time, 8.6 s of main-thread work, 7.2 MB over 514 requests, 4.1 MB of JavaScript of which about 1.2 MB is unused; Google Tag Manager alone loads 1.5 MB and blocks about 2 s; the main hero image has no alt text.Source
    • Google PageSpeedThe homepage loads 46 third-party services, including two heatmap or session tools (heatmap.com and Hotjar), two experiment tools (Intelligems and GrowthBook), an attribution tool (Northbeam), ad pixels for Facebook, Google, Snapchat, Reddit, LinkedIn, Taboola and Outbrain, plus Klaviyo, Postscript, Okendo, Richpanel, Superfiliate, Fondue and an IP lookup service.Source
  • 02

    The UK store prices in pounds, but the Ridge Wallet page says "free 2-7 day shipping on most orders over $35", copied from the US store, and a line reads "RDFID-enabled cards". Ridge runs stores for the UK, Canada, Australia and the EU in three languages.

    Medium impactLow effort First result in 2 weeks ECommerce Manager

    First action

    Fix the shipping line on the UK store.

    How to measure it

    UK store conversion

    Now
    –
    Target
    +5%
    By
    60 days

    Steps

    1. 1

      Find US copy

      Top 20 products per store.

      eCommerce Manager 2 days

    2. 2

      Make metafields

      Shipping and warranty per store.

      Front-end Developer 2 days

    3. 3

      Write local copy

      Thresholds and times.

      eCommerce Manager 1 day

    4. 4

      Translate

      French and German stores.

      eCommerce Manager 1 week

    5. 5

      Fix typos

      Shared descriptions.

      eCommerce Manager 1 hour

    6. 6

      Check quarterly

      New products.

      eCommerce Manager quarterly

    First result
    2 weeks
    Cost
    $0
    Owner
    ECommerce Manager

    Smallest test

    Fix the UK shipping line today.

    Why it works

    Make shipping, returns and warranty notes store-specific metafields (threshold, currency, delivery times), fix the typo, and check the top 20 products on each regional store for US-only copy.

    International shoppers who see dollar thresholds doubt the delivery promise; local copy protects conversion where ads are already paid for.

    Risks and how to handle them

    • Shared descriptions overwrite fixes

      Use store-level fields.

    Evidence

    • Your UK storeRidge Wallet page on the UK store (priced in pounds): "99-Day Risk-Free Trial", "Built for Life Warranty ... Replacement coverage for all your everyday essentials - whether lost, stolen, or damaged", also called "Lifetime Warranty" further down; RFID-blocking, holds 1-12 cards, Ridge Wallet 2.0 "10% Lighter"; 43,280 reviews. The shipping note says "We offer free 2-7 day shipping on most orders over $35", and one line reads "RDFID-enabled cards". The footer says Brand Access, LLC is the seller of UK merchandise.Source
    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
  • 03

    Ridge's warranty is a strong reason to pay $99: it promises replacement "whether lost, stolen, or damaged". The product page calls it both "Built for Life Warranty" and "Lifetime Warranty", and says replacements come "at a fraction of the cost" without saying what that cost is.

    High impactLow effort First result in 2 weeks Director of Retention

    First action

    Write the claim table.

    How to measure it

    Conversion on wallet pages

    Now
    –
    Target
    +3%
    By
    60 days

    Steps

    1. 1

      Agree terms

      What each case costs.

      Director of Retention 2 days

    2. 2

      Write the page

      Table and claim steps.

      Email Manager 2 days

    3. 3

      One name

      Replace "Lifetime Warranty".

      eCommerce Manager 1 day

    4. 4

      Link by price

      All product pages.

      Front-end Developer 1 day

    5. 5

      Add to emails

      Order confirmation.

      Email Manager 1 day

    6. 6

      Track claims

      Claims and repeat orders.

      Director of Retention monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Director of Retention

    Smallest test

    Use one warranty name today.

    Why it works

    Publish one warranty page with a table (damaged, lost, stolen; what it costs; how to claim), use one name everywhere, and link it beside the price on every product page and in the order confirmation.

    A clear, generous warranty answers the price objection at the moment of purchase, and a clear claim path builds repeat customers.

    Risks and how to handle them

    • More claims

      Price replacements to cover cost.

    Evidence

    • Your UK storeRidge Wallet page on the UK store (priced in pounds): "99-Day Risk-Free Trial", "Built for Life Warranty ... Replacement coverage for all your everyday essentials - whether lost, stolen, or damaged", also called "Lifetime Warranty" further down; RFID-blocking, holds 1-12 cards, Ridge Wallet 2.0 "10% Lighter"; 43,280 reviews. The shipping note says "We offer free 2-7 day shipping on most orders over $35", and one line reads "RDFID-enabled cards". The footer says Brand Access, LLC is the seller of UK merchandise.Source
    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
  • 04

    ridge.com lists 869 collections for 1,279 products and only 7 blog posts. Many collections are likely thin or overlapping (finishes, drops, bundles), spreading search signals and crawl budget across pages that look alike.

    Medium impactMedium effort First result in 1 month ECommerce Manager

    First action

    Export collections with sessions for the last 90 days.

    How to measure it

    Collection organic sessions

    Now
    –
    Target
    +15%
    By
    1 quarter

    Steps

    1. 1

      Export

      Collections and traffic.

      eCommerce Manager 1 day

    2. 2

      Classify

      Keep, merge, noindex, redirect.

      eCommerce Manager 3 days

    3. 3

      Improve top 30

      Copy and FAQs.

      eCommerce Manager 2 weeks

    4. 4

      Merge

      Near-duplicates.

      Front-end Developer 1 week

    5. 5

      Redirect

      Empty ones.

      Front-end Developer 1 day

    6. 6

      Measure

      Search Console.

      eCommerce Manager monthly

    First result
    1 month
    Cost
    Staff time
    Owner
    ECommerce Manager

    Smallest test

    Fix the ten emptiest collections.

    Why it works

    Export collections with traffic and revenue; keep and improve the top ones with intro copy and FAQs, merge near-duplicates, noindex drop-only collections after the drop, and redirect empty ones.

    Fewer, stronger collection pages rank better for "minimalist wallet", "MagSafe wallet" and "titanium wallet".

    Risks and how to handle them

    • A drop page loses traffic

      Redirect to the parent collection.

    Evidence

    • Store dataridge.com's sitemap lists 2,804 URLs: 1,279 products, 869 collections, 648 pages and only 7 blog posts; the median product price is $99 ($5 to $1,250). The newest products include Vacuum Packing Cubes, a Vacuum Pump and Vacuum Packing Sets in Basecamp Orange ($50 to $149) and Batman bundles from $89 to $235.Source
    • Your UK storeThe UK store's catalogue (645 products) lists every finish and bundle as its own product: 92 single Ridge Wallet products, 75 KeyCase products, 69 Daily Driver Kits, 43 phone cases and 26 charging kits. The October 7, 2026 Batman release added eight products at once (for example "Ridge Wallet + KeyCase - The Joker + Batman" and "Ridge Wallet + KeyCase - Batman No. 1 + Batman"), and power bank 3-packs arrived in eight colours on October 9. Kits are named both "Daily Driver Kit - Atomic Purple" and "Ridge Wallet + KeyCase - Kintsugi - Navy" within the same product type.Source
  • 05

    Kits in the same product type are named "Daily Driver Kit - Atomic Purple" and "Ridge Wallet + KeyCase - Kintsugi - Navy". Ridge invites AI shopping agents through agents.md, and those agents and Shopping feeds match on titles.

    Medium impactLow effort First result in 2 weeks ECommerce Manager

    First action

    Pick the naming pattern.

    How to measure it

    Orders from Shopping and agents

    Now
    –
    Target
    +10%
    By
    1 quarter

    Steps

    1. 1

      Pick pattern

      One format.

      eCommerce Manager 1 day

    2. 2

      Rename

      Kits and bundles.

      eCommerce Manager 3 days

    3. 3

      Add fields

      Material, contents.

      Front-end Developer 2 days

    4. 4

      Update feeds

      Shopping.

      Performance Creative Manager 1 day

    5. 5

      Test agents

      Ask assistants for kits.

      eCommerce Manager 1 day

    6. 6

      Set rule

      For new drops.

      eCommerce Manager ongoing

    First result
    2 weeks
    Cost
    $0
    Owner
    ECommerce Manager

    Smallest test

    Rename one kit family.

    Why it works

    Choose one pattern (Product - Finish - Contents), apply it across kits, and add structured fields for capacity, material and contents.

    Consistent names help shoppers, feeds and agents compare kits and pick the right one.

    Risks and how to handle them

    • Rankings shift

      Keep URLs unchanged.

    Evidence

    • Your UK storeThe UK store's catalogue (645 products) lists every finish and bundle as its own product: 92 single Ridge Wallet products, 75 KeyCase products, 69 Daily Driver Kits, 43 phone cases and 26 charging kits. The October 7, 2026 Batman release added eight products at once (for example "Ridge Wallet + KeyCase - The Joker + Batman" and "Ridge Wallet + KeyCase - Batman No. 1 + Batman"), and power bank 3-packs arrived in eight colours on October 9. Kits are named both "Daily Driver Kit - Atomic Purple" and "Ridge Wallet + KeyCase - Kintsugi - Navy" within the same product type.Source
    • Your websiteridge.com's robots.txt points AI shopping agents to agents.md and Shopify's Universal Commerce Protocol endpoint, so assistants can search the catalogue and build carts.Source

This quarter 10

The core plays for the next three months.

  • 06

    Every finish and bundle is its own product: the UK store alone has 92 single wallets, 75 KeyCases and 69 Daily Driver Kits, and one Batman release added eight bundle products. Shoppers who want a Kintsugi wallet with a Matte Black power bank must find that exact listing.

    High impactHigh effort First result in 1 quarter SVP

    First action

    Sketch the builder for the wallet + KeyCase kit.

    How to measure it

    Orders with two or more items

    Now
    –
    Target
    +15%
    By
    2 quarters

    Steps

    1. 1

      Map rules

      Which items combine.

      SVP, Product 2 weeks

    2. 2

      Price rules

      Bundle savings.

      eCommerce Manager 1 week

    3. 3

      Build

      Builder page.

      Front-end Developer 1 month

    4. 4

      Test

      Against fixed kits.

      eCommerce Manager 1 month

    5. 5

      Retire duplicates

      Rarely sold combinations.

      eCommerce Manager 1 month

    6. 6

      Measure

      Attach rate and AOV.

      eCommerce Manager monthly

    First result
    1 quarter
    Cost
    Developer time
    Owner
    SVP, Product

    Smallest test

    Test a builder for wallet + KeyCase only.

    Why it works

    Build a kit builder: pick a wallet, then add KeyCase, power bank or case in any finish, with the bundle saving shown live. Keep popular fixed kits as entry points.

    Shoppers build the kit they want, average order value rises, and the catalogue stops multiplying with every drop.

    Risks and how to handle them

    • Inventory for combinations

      Ship components, not pre-packed kits.

    Evidence

    • Your UK storeThe UK store's catalogue (645 products) lists every finish and bundle as its own product: 92 single Ridge Wallet products, 75 KeyCase products, 69 Daily Driver Kits, 43 phone cases and 26 charging kits. The October 7, 2026 Batman release added eight products at once (for example "Ridge Wallet + KeyCase - The Joker + Batman" and "Ridge Wallet + KeyCase - Batman No. 1 + Batman"), and power bank 3-packs arrived in eight colours on October 9. Kits are named both "Daily Driver Kit - Atomic Purple" and "Ridge Wallet + KeyCase - Kintsugi - Navy" within the same product type.Source
    • Store dataridge.com's sitemap lists 2,804 URLs: 1,279 products, 869 collections, 648 pages and only 7 blog posts; the median product price is $99 ($5 to $1,250). The newest products include Vacuum Packing Cubes, a Vacuum Pump and Vacuum Packing Sets in Basecamp Orange ($50 to $149) and Batman bundles from $89 to $235.Source
    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
  • 07

    Ridge released Batman and Joker editions on October 7 and has a Product Licensing Manager. Licensed fans search for the character, not the wallet.

    High impactMedium effort First result in 1 quarter Product Licensing Manager

    First action

    Build a waitlist template.

    How to measure it

    Licensed drop revenue

    Now
    –
    Target
    +25%
    By
    2 quarters

    Steps

    1. 1

      Template

      Waitlist and landing.

      eCommerce Manager 2 weeks

    2. 2

      Creators

      Fan communities.

      Sr Influencer Partnerships Manager 1 month

    3. 3

      SEO pages

      Character searches.

      eCommerce Manager 2 weeks

    4. 4

      Numbered edition

      Limited run.

      Product Licensing Manager 1 quarter

    5. 5

      Email and SMS

      Waitlist sends.

      Email Manager per drop

    6. 6

      Review

      After each drop.

      Product Licensing Manager per drop

    First result
    1 quarter
    Cost
    Licensing fees
    Owner
    Product Licensing Manager

    Smallest test

    Run a waitlist for the next drop.

    Why it works

    For each license: a waitlist page two weeks before, character-led landing pages that rank for "[character] wallet", fan-community creators, and a limited numbered edition.

    Licensed drops reach new buyers who would never search for a minimalist wallet.

    Risks and how to handle them

    • License rules

      Agree marketing with the licensor.

    Evidence

    • Your UK storeThe UK store's catalogue (645 products) lists every finish and bundle as its own product: 92 single Ridge Wallet products, 75 KeyCase products, 69 Daily Driver Kits, 43 phone cases and 26 charging kits. The October 7, 2026 Batman release added eight products at once (for example "Ridge Wallet + KeyCase - The Joker + Batman" and "Ridge Wallet + KeyCase - Batman No. 1 + Batman"), and power bank 3-packs arrived in eight colours on October 9. Kits are named both "Daily Driver Kit - Atomic Purple" and "Ridge Wallet + KeyCase - Kintsugi - Navy" within the same product type.Source
    • Your careers pageRidge is "a performance-driven, remote-first company"; "SEE OPEN POSITIONS" opens a general application form with no listed roles. Team titles shown include Director of Retention, Sr Influencer Partnerships Manager, Product Licensing Manager, Email Manager, Performance Creative Manager, Sales Operations Manager and eCommerce Coordinator.Source
    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
  • 08

    Ridge sells rings and wedding bands, chains and bracelets (56 jewellery products on the UK store), a category with different buyers and a long decision.

    High impactMedium effort First result in 2 quarters ECommerce Manager

    First action

    Price a ring sizer kit.

    How to measure it

    Ring and band revenue

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Sizer kit

      Source and price.

      SVP, Product 1 month

    2. 2

      Groomsmen set

      Bundle.

      eCommerce Manager 2 weeks

    3. 3

      Guide page

      Materials and sizing.

      eCommerce Manager 2 weeks

    4. 4

      Email flow

      Engaged couples.

      Email Manager 2 weeks

    5. 5

      Ads

      Wedding interests.

      Performance Creative Manager 1 month

    6. 6

      Measure

      Revenue and returns.

      eCommerce Manager monthly

    First result
    2 quarters
    Cost
    Sizer costs
    Owner
    ECommerce Manager

    Smallest test

    Launch the sizer kit.

    Why it works

    Offer a free or refundable ring sizer, a groomsmen gift set (wallet or ring with engraving if available), a wedding guide page and email flows for engaged couples.

    Wedding buyers spend more and buy for a group; sizing removes the main barrier online.

    Risks and how to handle them

    • Size returns

      Ship sizer first.

    Evidence

    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
    • Store dataridge.com's sitemap lists 2,804 URLs: 1,279 products, 869 collections, 648 pages and only 7 blog posts; the median product price is $99 ($5 to $1,250). The newest products include Vacuum Packing Cubes, a Vacuum Pump and Vacuum Packing Sets in Basecamp Orange ($50 to $149) and Batman bundles from $89 to $235.Source
  • 09

    Ridge's newest products are vacuum packing cubes, a pump and sets. Its existing customers already trust it for everyday carry.

    Medium impactMedium effort First result in 1 quarter Director of Retention

    First action

    Build the travel kit.

    How to measure it

    Repeat-buyer travel revenue

    Now
    –
    Target
    10% of travel sales
    By
    2 quarters

    Steps

    1. 1

      Build kit

      Cubes plus tech.

      eCommerce Manager 1 week

    2. 2

      Segment

      Owners by product.

      Director of Retention 1 week

    3. 3

      Emails

      Before travel peaks.

      Email Manager 2 weeks

    4. 4

      Guide

      Packing content.

      eCommerce Manager 2 weeks

    5. 5

      Creators

      Travel creators.

      Sr Influencer Partnerships Manager 1 month

    6. 6

      Measure

      Repeat revenue.

      Director of Retention monthly

    First result
    1 quarter
    Cost
    $0
    Owner
    Director of Retention

    Smallest test

    Email one segment.

    Why it works

    Email wallet and power bank owners a travel kit (cubes, pump, power bank, KeyCase) ahead of holiday and summer travel, and add a travel collection with packing guides.

    Selling a new category to existing buyers costs far less than finding new ones.

    Risks and how to handle them

    • Off-brand for wallet buyers

      Lead with carry and organisation.

    Evidence

    • Store dataridge.com's sitemap lists 2,804 URLs: 1,279 products, 869 collections, 648 pages and only 7 blog posts; the median product price is $99 ($5 to $1,250). The newest products include Vacuum Packing Cubes, a Vacuum Pump and Vacuum Packing Sets in Basecamp Orange ($50 to $149) and Batman bundles from $89 to $235.Source
    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
  • 10

    Ridge Wallet 2.0 is "10% lighter" with new cash straps, money clips and attachments, and the site has a "Parts & Upgrades" section. Owners of the original are the most likely buyers.

    High impactMedium effort First result in 1 quarter Director of Retention

    First action

    List which parts fit the original.

    How to measure it

    Owner upgrade orders

    Now
    –
    Target
    5% of owners
    By
    2 quarters

    Steps

    1. 1

      Map fit

      Parts per version.

      SVP, Product 1 week

    2. 2

      Segment

      Original owners.

      Director of Retention 1 week

    3. 3

      Offer

      Loyalty price.

      Director of Retention 1 week

    4. 4

      Emails

      What changed.

      Email Manager 2 weeks

    5. 5

      Page

      Upgrade guide.

      eCommerce Manager 1 week

    6. 6

      Measure

      Orders.

      Director of Retention monthly

    First result
    1 quarter
    Cost
    Discount
    Owner
    Director of Retention

    Smallest test

    Email 10,000 original owners.

    Why it works

    Email past buyers with what changed, offer 2.0 attachments that fit their wallet where they do, and a loyalty price on 2.0.

    Upgrades bring back customers who already love the product.

    Risks and how to handle them

    • Cannibalised full-price sales

      Limit to past buyers.

    Evidence

    • Your UK storeRidge Wallet page on the UK store (priced in pounds): "99-Day Risk-Free Trial", "Built for Life Warranty ... Replacement coverage for all your everyday essentials - whether lost, stolen, or damaged", also called "Lifetime Warranty" further down; RFID-blocking, holds 1-12 cards, Ridge Wallet 2.0 "10% Lighter"; 43,280 reviews. The shipping note says "We offer free 2-7 day shipping on most orders over $35", and one line reads "RDFID-enabled cards". The footer says Brand Access, LLC is the seller of UK merchandise.Source
    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
  • 11

    Ridge has a Sales Operations Manager and a product made to be carried daily for years. Companies buy gifts for clients and staff every year.

    High impactMedium effort First result in 2 quarters Sales Operations Manager

    First action

    Set bulk price tiers.

    How to measure it

    Corporate orders

    Now
    –
    Target
    50 a quarter
    By
    2 quarters

    Steps

    1. 1

      Set tiers

      Bulk pricing.

      Sales Operations Manager 2 weeks

    2. 2

      Options

      Packaging, logos.

      SVP, Product 1 month

    3. 3

      Page and form

      Gifting page.

      eCommerce Manager 2 weeks

    4. 4

      Outreach

      Sales and HR leaders.

      Sales Operations Manager 1 month

    5. 5

      Case study

      First client.

      eCommerce Manager 1 month

    6. 6

      Measure

      Orders and repeat.

      Sales Operations Manager quarterly

    First result
    2 quarters
    Cost
    Staff time
    Owner
    Sales Operations Manager

    Smallest test

    Pitch ten companies.

    Why it works

    Launch a gifting page with tiered bulk pricing, custom packaging, logo options where possible and an inquiry form routed to sales. Target sales teams and event organisers.

    One corporate order can equal hundreds of DTC orders, at no ad cost per unit.

    Risks and how to handle them

    • Custom work slows delivery

      Start with packaging only.

    Evidence

    • Your careers pageRidge is "a performance-driven, remote-first company"; "SEE OPEN POSITIONS" opens a general application form with no listed roles. Team titles shown include Director of Retention, Sr Influencer Partnerships Manager, Product Licensing Manager, Email Manager, Performance Creative Manager, Sales Operations Manager and eCommerce Coordinator.Source
    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
    • Your UK storeRidge Wallet page on the UK store (priced in pounds): "99-Day Risk-Free Trial", "Built for Life Warranty ... Replacement coverage for all your everyday essentials - whether lost, stolen, or damaged", also called "Lifetime Warranty" further down; RFID-blocking, holds 1-12 cards, Ridge Wallet 2.0 "10% Lighter"; 43,280 reviews. The shipping note says "We offer free 2-7 day shipping on most orders over $35", and one line reads "RDFID-enabled cards". The footer says Brand Access, LLC is the seller of UK merchandise.Source
  • 12

    Shoppers weigh Ridge against Bellroy (carry goods), Ekster (trackable wallets) and Nomad (iPhone cases and MagSafe). With only 7 blog posts, ridge.com has little content that answers "Ridge vs".

    High impactMedium effort First result in 1 quarter ECommerce Manager

    First action

    Pick the top three comparisons by search volume.

    How to measure it

    Revenue from comparison pages

    Now
    –
    Target
    $50K a quarter
    By
    2 quarters

    Steps

    1. 1

      Research

      Search volumes.

      eCommerce Manager 1 week

    2. 2

      Check facts

      Rivals' pages.

      eCommerce Manager 1 week

    3. 3

      Write

      Three pages.

      eCommerce Manager 3 weeks

    4. 4

      Legal review

      Claims.

      Legal 1 week

    5. 5

      Publish

      Linked from FAQs.

      Front-end Developer 1 day

    6. 6

      Refresh

      Twice a year.

      eCommerce Manager 6 months

    First result
    1 quarter
    Cost
    Writing time
    Owner
    ECommerce Manager

    Smallest test

    Publish Ridge vs Ekster.

    Why it works

    Write fair comparisons on capacity, materials, tracking, warranty (lost and stolen cover), trial length and price, and keep them dated.

    Comparison searches come right before purchase, and the warranty and 99-day trial are clear differences.

    Risks and how to handle them

    • Rival facts change

      Date each page.

    Evidence

    • Competitor researchRivals' own homepages: Bellroy, "Considered Carry Goods: Wallets, Bags, Phone Cases & More"; Ekster, "Smart Trackable Wallets, Travel Bags and EDC Gear"; Nomad, "Cases, MagSafe chargers and accessories built for iPhone 18".Source
    • Your UK storeRidge Wallet page on the UK store (priced in pounds): "99-Day Risk-Free Trial", "Built for Life Warranty ... Replacement coverage for all your everyday essentials - whether lost, stolen, or damaged", also called "Lifetime Warranty" further down; RFID-blocking, holds 1-12 cards, Ridge Wallet 2.0 "10% Lighter"; 43,280 reviews. The shipping note says "We offer free 2-7 day shipping on most orders over $35", and one line reads "RDFID-enabled cards". The footer says Brand Access, LLC is the seller of UK merchandise.Source
    • Store dataridge.com's sitemap lists 2,804 URLs: 1,279 products, 869 collections, 648 pages and only 7 blog posts; the median product price is $99 ($5 to $1,250). The newest products include Vacuum Packing Cubes, a Vacuum Pump and Vacuum Packing Sets in Basecamp Orange ($50 to $149) and Batman bundles from $89 to $235.Source
  • 13

    Ridge sells iPhone 18 cases, MagSafe wallets and a magnetic power bank under "Made To Match ... Drawn from the newest iPhones", and Nomad competes for the same phone owners.

    High impactMedium effort First result in 1 quarter ECommerce Manager

    First action

    Map finishes to iPhone 18 colours.

    How to measure it

    Orders with case + wallet + power bank

    Now
    –
    Target
    +20%
    By
    1 quarter

    Steps

    1. 1

      Map colours

      iPhone 18 colours.

      SVP, Product 1 week

    2. 2

      Build picker

      Phone selector.

      Front-end Developer 1 month

    3. 3

      Set price

      Bundle.

      eCommerce Manager 1 week

    4. 4

      Creative

      Launch ads.

      Performance Creative Manager 2 weeks

    5. 5

      Email

      Phone-upgrade segment.

      Email Manager 1 week

    6. 6

      Measure

      Set orders.

      eCommerce Manager monthly

    First result
    1 quarter
    Cost
    Developer time
    Owner
    ECommerce Manager

    Smallest test

    Run a static matched-set page.

    Why it works

    Add a "your phone" picker: choose model and colour, get a matching case, MagSafe wallet and power bank with a set price. Promote it in the weeks after each iPhone release.

    Phone launches are a buying moment; matched sets raise order value.

    Risks and how to handle them

    • Stock of matched finishes

      Limit to core finishes.

    Evidence

    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
    • Competitor researchRivals' own homepages: Bellroy, "Considered Carry Goods: Wallets, Bags, Phone Cases & More"; Ekster, "Smart Trackable Wallets, Travel Bags and EDC Gear"; Nomad, "Cases, MagSafe chargers and accessories built for iPhone 18".Source
    • Your UK storeThe UK store's catalogue (645 products) lists every finish and bundle as its own product: 92 single Ridge Wallet products, 75 KeyCase products, 69 Daily Driver Kits, 43 phone cases and 26 charging kits. The October 7, 2026 Batman release added eight products at once (for example "Ridge Wallet + KeyCase - The Joker + Batman" and "Ridge Wallet + KeyCase - Batman No. 1 + Batman"), and power bank 3-packs arrived in eight colours on October 9. Kits are named both "Daily Driver Kit - Atomic Purple" and "Ridge Wallet + KeyCase - Kintsugi - Navy" within the same product type.Source
  • 14

    Ridge has a Sr Influencer Partnerships Manager, the "MKBHD-Approved" power bank and Superfiliate scripts on the site. Creator content works best when it keeps paying after the first post.

    High impactMedium effort First result in 1 quarter Sr Influencer Partnerships Ma…

    First action

    Rank creators by sales last quarter.

    How to measure it

    Creator-sourced revenue

    Now
    –
    Target
    +20%
    By
    2 quarters

    Steps

    1. 1

      Rank creators

      By sales.

      Sr Influencer Partnerships Manager 1 week

    2. 2

      Codes

      Tracked links.

      Sr Influencer Partnerships Manager 2 weeks

    3. 3

      Early access

      Drops.

      Product Licensing Manager per drop

    4. 4

      Reuse clips

      Ads.

      Performance Creative Manager monthly

    5. 5

      Reports

      Monthly.

      Sr Influencer Partnerships Manager monthly

    6. 6

      Recruit

      New niches.

      Sr Influencer Partnerships Manager ongoing

    First result
    1 quarter
    Cost
    Commissions
    Owner
    Sr Influencer Partnerships Manager

    Smallest test

    Move ten creators to the new system.

    Why it works

    Move all creators to tracked codes and storefronts, give top performers early access to drops, reuse their clips as ads, and report earnings monthly.

    Creators who earn ongoing commission keep posting.

    Risks and how to handle them

    • Code leakage

      Unique codes per creator.

    Evidence

    • Your careers pageRidge is "a performance-driven, remote-first company"; "SEE OPEN POSITIONS" opens a general application form with no listed roles. Team titles shown include Director of Retention, Sr Influencer Partnerships Manager, Product Licensing Manager, Email Manager, Performance Creative Manager, Sales Operations Manager and eCommerce Coordinator.Source
    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
    • Google PageSpeedThe homepage loads 46 third-party services, including two heatmap or session tools (heatmap.com and Hotjar), two experiment tools (Intelligems and GrowthBook), an attribution tool (Northbeam), ad pixels for Facebook, Google, Snapchat, Reddit, LinkedIn, Taboola and Outbrain, plus Klaviyo, Postscript, Okendo, Richpanel, Superfiliate, Fondue and an IP lookup service.Source
  • 15

    Ridge has 43,280 reviews. Shoppers want to know specific things: how many cards really fit, cash, front pocket, MagSafe strength.

    Medium impactMedium effort First result in 1 quarter ECommerce Manager

    First action

    Tag 500 reviews by topic.

    How to measure it

    Conversion with review filters

    Now
    –
    Target
    +3%
    By
    1 quarter

    Steps

    1. 1

      Tag

      Topics.

      eCommerce Manager 2 weeks

    2. 2

      Filters

      On product pages.

      Front-end Developer 2 weeks

    3. 3

      FAQs

      Common doubts.

      eCommerce Manager 1 week

    4. 4

      Test

      Against current.

      eCommerce Manager 1 month

    5. 5

      Roll out

      All wallets.

      Front-end Developer 1 week

    6. 6

      Refresh

      Quarterly.

      eCommerce Manager quarterly

    First result
    1 quarter
    Cost
    $0
    Owner
    ECommerce Manager

    Smallest test

    Add one review filter.

    Why it works

    Tag reviews by topic, show the top topics as filters on product pages, and answer the common doubts in FAQs.

    Reviews that answer the shopper's question convert better than a star average.

    Risks and how to handle them

    • Negative reviews surface

      Answer them.

    Evidence

    • Your UK storeRidge Wallet page on the UK store (priced in pounds): "99-Day Risk-Free Trial", "Built for Life Warranty ... Replacement coverage for all your everyday essentials - whether lost, stolen, or damaged", also called "Lifetime Warranty" further down; RFID-blocking, holds 1-12 cards, Ridge Wallet 2.0 "10% Lighter"; 43,280 reviews. The shipping note says "We offer free 2-7 day shipping on most orders over $35", and one line reads "RDFID-enabled cards". The footer says Brand Access, LLC is the seller of UK merchandise.Source

Big bets 3

Larger plays that can change the trajectory.

  • 16

    The Built for Life Warranty and "Parts & Upgrades" show Ridge thinks in product lifetimes. Owners of older or worn wallets and cases are the warmest buyers.

    High impactHigh effort First result in 3 quarters CEO

    First action

    Model credit levels.

    How to measure it

    Trade-in orders

    Now
    –
    Target
    20,000 a year
    By
    4 quarters

    Steps

    1. 1

      Model credits

      By product.

      CEO 1 month

    2. 2

      Logistics

      Return labels.

      Operations 1 month

    3. 3

      Refurbish

      Process.

      Operations 1 quarter

    4. 4

      Launch

      Owners first.

      Director of Retention 1 month

    5. 5

      Report

      Units saved.

      eCommerce Manager quarterly

    6. 6

      Expand

      Regions.

      CEO 2 quarters

    First result
    3 quarters
    Cost
    Credit costs
    Owner
    CEO

    Smallest test

    Pilot with 1,000 owners.

    Why it works

    Offer credit for any old Ridge product toward a new one, refurbish or recycle returns, and publish the numbers.

    Trade-ins drive repeat purchase and back up the durability promise.

    Risks and how to handle them

    • Margin

      Credit toward full-price items.

    Evidence

    • Your UK storeRidge Wallet page on the UK store (priced in pounds): "99-Day Risk-Free Trial", "Built for Life Warranty ... Replacement coverage for all your everyday essentials - whether lost, stolen, or damaged", also called "Lifetime Warranty" further down; RFID-blocking, holds 1-12 cards, Ridge Wallet 2.0 "10% Lighter"; 43,280 reviews. The shipping note says "We offer free 2-7 day shipping on most orders over $35", and one line reads "RDFID-enabled cards". The footer says Brand Access, LLC is the seller of UK merchandise.Source
    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
    • News coverageRidge launched a ceramic-coated wallet collection in pastel colours (Eucalyptus, Lavender, Sea Glass), alongside 2026 launches of a 5-in-1 magnetic power bank and an aluminium collection.Source
  • 17

    Ridge's sitemap has 2,804 URLs but only 7 blog posts. Buyers search for guides: best minimalist wallet, what to carry, MagSafe wallets, wedding bands.

    High impactHigh effort First result in 3 quarters ECommerce Manager

    First action

    Pick the first 10 topics.

    How to measure it

    Guide-sourced revenue

    Now
    –
    Target
    $500K a year
    By
    4 quarters

    Steps

    1. 1

      Topics

      50 with volumes.

      eCommerce Manager 2 weeks

    2. 2

      Writers

      With product input.

      eCommerce Manager 1 month

    3. 3

      Publish

      Weekly.

      eCommerce Manager weekly

    4. 4

      Link

      To collections.

      eCommerce Manager ongoing

    5. 5

      Update

      Quarterly.

      eCommerce Manager quarterly

    6. 6

      Measure

      Revenue.

      eCommerce Manager monthly

    First result
    3 quarters
    Cost
    Writing budget
    Owner
    ECommerce Manager

    Smallest test

    Publish five guides.

    Why it works

    Build a guide hub with 50 pieces over three quarters, each linking to collections and comparison pages, written with the product team.

    Guides rank for research searches and feed AI answers about everyday carry.

    Risks and how to handle them

    • Slow results

      Start with high-intent topics.

    Evidence

    • Store dataridge.com's sitemap lists 2,804 URLs: 1,279 products, 869 collections, 648 pages and only 7 blog posts; the median product price is $99 ($5 to $1,250). The newest products include Vacuum Packing Cubes, a Vacuum Pump and Vacuum Packing Sets in Basecamp Orange ($50 to $149) and Batman bundles from $89 to $235.Source
    • Competitor researchRivals' own homepages: Bellroy, "Considered Carry Goods: Wallets, Bags, Phone Cases & More"; Ekster, "Smart Trackable Wallets, Travel Bags and EDC Gear"; Nomad, "Cases, MagSafe chargers and accessories built for iPhone 18".Source
  • 18

    Ridge runs stores for the UK, Canada, Australia and the EU in three languages, sold in the UK through a separate seller of record. These stores have less local content and creator support than the US.

    Medium impactHigh effort First result in 4 quarters CEO

    First action

    Compare regional conversion and revenue.

    How to measure it

    International share of revenue

    Now
    –
    Target
    +5 points
    By
    4 quarters

    Steps

    1. 1

      Compare

      Regions.

      eCommerce Manager 2 weeks

    2. 2

      Pick one

      Best region.

      CEO 1 week

    3. 3

      Localise

      Pricing and copy.

      eCommerce Manager 1 month

    4. 4

      Creators

      Local.

      Sr Influencer Partnerships Manager 1 quarter

    5. 5

      Ads

      Local.

      Performance Creative Manager 1 quarter

    6. 6

      Repeat

      Next region.

      CEO 2 quarters

    First result
    4 quarters
    Cost
    Ad budget
    Owner
    CEO

    Smallest test

    Run local creators in the UK.

    Why it works

    Pick the best-performing region, give it local pricing, shipping thresholds, creators and ads, and copy what works to the next.

    Established products can grow abroad without new development.

    Risks and how to handle them

    • Duties and returns

      Price them in.

    Evidence

    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
    • Your UK storeRidge Wallet page on the UK store (priced in pounds): "99-Day Risk-Free Trial", "Built for Life Warranty ... Replacement coverage for all your everyday essentials - whether lost, stolen, or damaged", also called "Lifetime Warranty" further down; RFID-blocking, holds 1-12 cards, Ridge Wallet 2.0 "10% Lighter"; 43,280 reviews. The shipping note says "We offer free 2-7 day shipping on most orders over $35", and one line reads "RDFID-enabled cards". The footer says Brand Access, LLC is the seller of UK merchandise.Source

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

  • 19

    The homepage loads both Intelligems and GrowthBook. Two tools can test overlapping things on the same visitors and make results hard to trust.

    Medium impactLow effort First result in 1 quarter ECommerce Manager

    First action

    List running tests in both tools.

    How to measure it

    Concluded tests

    Now
    –
    Target
    12 a quarter
    By
    2 quarters

    Steps

    1. 1

      List tests

      Both tools.

      eCommerce Manager 1 day

    2. 2

      Assign

      Tool per test type.

      eCommerce Manager 1 week

    3. 3

      Calendar

      Shared.

      eCommerce Manager 1 day

    4. 4

      Rules

      No overlaps.

      eCommerce Manager 1 day

    5. 5

      Report

      Monthly.

      eCommerce Manager monthly

    6. 6

      Review tools

      Remove one if possible.

      eCommerce Manager 1 quarter

    First result
    1 quarter
    Cost
    $0
    Owner
    ECommerce Manager

    Smallest test

    Stop overlapping tests this week.

    Why it works

    Choose one tool per test type (price tests vs page tests), keep one shared calendar, and publish results internally each month.

    Clean experiments give faster, trustworthy answers and lighten the page.

    Risks and how to handle them

    • Loss of a needed feature

      Check before removing.

    Builds on

    Evidence

    • Google PageSpeedThe homepage loads 46 third-party services, including two heatmap or session tools (heatmap.com and Hotjar), two experiment tools (Intelligems and GrowthBook), an attribution tool (Northbeam), ad pixels for Facebook, Google, Snapchat, Reddit, LinkedIn, Taboola and Outbrain, plus Klaviyo, Postscript, Okendo, Richpanel, Superfiliate, Fondue and an IP lookup service.Source
    • Google PageSpeedridge.com homepage (tested October 20, 2026): real Chrome users fail Core Web Vitals on responsiveness, with Interaction to Next Paint at 437 ms (target 200 ms), while loading (LCP 1.9 s) and layout stability (CLS 0.01) pass. Mobile lab score 44/100: 1.9 s of total blocking time, 8.6 s of main-thread work, 7.2 MB over 514 requests, 4.1 MB of JavaScript of which about 1.2 MB is unused; Google Tag Manager alone loads 1.5 MB and blocks about 2 s; the main hero image has no alt text.Source
  • 20

    Ridge releases many limited finishes (Kintsugi, Burnt Damascus, Atomic Purple, licensed editions). Fans who missed one have nowhere to say so.

    Medium impactLow effort First result in 1 quarter Product Licensing Manager

    First action

    List the last 30 retired finishes.

    How to measure it

    Archive sign-ups

    Now
    –
    Target
    20,000
    By
    2 quarters

    Steps

    1. 1

      List finishes

      Past 30.

      Product Licensing Manager 1 week

    2. 2

      Build archive

      Page.

      eCommerce Manager 2 weeks

    3. 3

      Notify button

      Email capture.

      Email Manager 1 week

    4. 4

      Promote

      Email and social.

      Email Manager 1 week

    5. 5

      Pick winners

      Top votes.

      SVP, Product quarterly

    6. 6

      Relaunch

      Limited run.

      Product Licensing Manager quarterly

    First result
    1 quarter
    Cost
    $0
    Owner
    Product Licensing Manager

    Smallest test

    Post an archive of ten finishes.

    Why it works

    Publish an archive of past finishes with photos and a "notify me if it returns" button; bring back the most-wanted as a limited run.

    Votes show real demand before production and build collector interest.

    Risks and how to handle them

    • Low production runs

      Pre-orders only.

    Evidence

    • Your UK storeThe UK store's catalogue (645 products) lists every finish and bundle as its own product: 92 single Ridge Wallet products, 75 KeyCase products, 69 Daily Driver Kits, 43 phone cases and 26 charging kits. The October 7, 2026 Batman release added eight products at once (for example "Ridge Wallet + KeyCase - The Joker + Batman" and "Ridge Wallet + KeyCase - Batman No. 1 + Batman"), and power bank 3-packs arrived in eight colours on October 9. Kits are named both "Daily Driver Kit - Atomic Purple" and "Ridge Wallet + KeyCase - Kintsugi - Navy" within the same product type.Source
    • Your UK storeStore navigation: Batman x Ridge, Kintsugi, Burnt Damascus, iPhone 18 Cases, Magnetic Power Bank ("MKBHD-Approved Power"), "Made To Match", Women's Wallets, "Bundle & Save", "Never Lose Your Wallet Again" (Apple Find My), "Parts & Upgrades - Service Your Gear", Rings & Wedding Bands, Chains & Bracelets, a watch strap, pens, leather goods; 56 jewellery products in the UK catalogue. Regional stores for the UK, Canada (English and French), Australia and the EU.Source
  • 21

    The main hero image on ridge.com, which is also the largest element on the page, has no alt text.

    Low impactLow effort First result in 1 week ECommerce Manager

    First action

    Add alt text to the current hero.

    How to measure it

    Hero images without alt

    Now
    –
    Target
    0
    By
    30 days

    Steps

    1. 1

      Audit

      Homepage and drops.

      eCommerce Manager 1 day

    2. 2

      Write

      Alt text.

      eCommerce Manager 1 day

    3. 3

      Add field

      In the hero section.

      Front-end Developer 1 day

    4. 4

      Checklist

      Drop process.

      eCommerce Manager 1 hour

    5. 5

      Check

      Accessibility test.

      eCommerce Manager 1 hour

    6. 6

      Repeat

      Each drop.

      eCommerce Manager ongoing

    First result
    1 week
    Cost
    $0
    Owner
    ECommerce Manager

    Smallest test

    Add alt text today.

    Why it works

    Add descriptive alt text to hero and campaign images, and make it part of the drop checklist.

    Accessible images help shoppers using screen readers and image search.

    Risks and how to handle them

    • Forgotten on fast drops

      Make the field required.

    Evidence

    • Google PageSpeedridge.com homepage (tested October 20, 2026): real Chrome users fail Core Web Vitals on responsiveness, with Interaction to Next Paint at 437 ms (target 200 ms), while loading (LCP 1.9 s) and layout stability (CLS 0.01) pass. Mobile lab score 44/100: 1.9 s of total blocking time, 8.6 s of main-thread work, 7.2 MB over 514 requests, 4.1 MB of JavaScript of which about 1.2 MB is unused; Google Tag Manager alone loads 1.5 MB and blocks about 2 s; the main hero image has no alt text.Source

03

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  • Bombas growth strategyA comfort-focused premium basics brand: socks, underwear, T-shirts, apparel and footwear (slippers and slides), with one item donated for…22 growth ideas

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Independent research. Programmable wrote this playbook from public sources, as they stood on October 21, 2026, and cites them throughout. Ridge did not commission, review or endorse it, and Programmable is not affiliated with Ridge. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Ridge runs its business.

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30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 306 ideas

    Responsiveness and tag audit, regional copy, warranty page, collections and kit naming; hero alt text.

  2. Days 31 to 6012 ideas

    Kit builder, licensed drops, wedding bands, travel, upgrades, corporate gifting, comparisons, matched iPhone sets, creators and reviews; experiment calendar and finish archive.

  3. Days 61 to 903 ideas

    Trade-ins, the guide hub and international growth.

The research behind the plan

2 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value slim, durable wallets. The most cited problem: bulky wallets.

  • RFID blocking
  • Losing a wallet
  • In their words: “minimalist”

Market

Competitive landscape

3 competitors compared: Bellroy, Ekster and Nomad.

  • Gap to exploit: Matched sets across wallet, case and power bank
  • Bellroy: Leather-led, less metal and tech
  • Ekster: Smaller range

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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