Adam's Nest

The Challenge

Adam's Nest is a politically engaged LGBTQIA+ apparel brand based in Provincetown, MA. Their designs blend activism with style, and their physical store draws a loyal crowd during peak season. But the business was built on a foundation that could not support year-round growth.

Provincetown's seasonal tourism cycle meant reliable summer foot traffic and an unpredictable off-season. Online sales were inconsistent. There was no cohesive digital strategy connecting the in-store experience to an audience that existed well beyond the town's borders. Fans who visited in July had no path to stay connected in November.

The challenge was structural: build a digital engine that could turn seasonal visitors into year-round customers.

The Strategy

We designed an omnichannel approach that treated in-store foot traffic as the top of a digital funnel, not the end of the customer journey. Every in-store interaction became an opportunity to capture a contact and convert a one-time visitor into a repeat buyer online.

The activist voice that defines Adam's Nest was not softened or repositioned for broader audiences. It was amplified, because that specificity is exactly what builds loyal communities.

What We Built

• Redesigned the e-commerce site to convert visitors from paid and organic channels, with a catalog organized around the brand's political and cultural identity
• Launched targeted Meta and Google campaigns aimed at LGBTQ+ audiences across the country, not just Provincetown visitors
• Built an email and SMS program specifically designed to capture in-store visitors at point of sale and convert them to online customers
• Developed a content strategy that amplified the brand's activist voice across social channels, generating organic reach and press pickup

The Results

Online sales increased 40%. Foot traffic to the physical store grew 70%. Year-over-year sales climbed 60%. The email and SMS list added 5,000 new subscribers, giving Adam's Nest a direct line to customers that functions regardless of what month it is or whether anyone is visiting the Cape.

The seasonal ceiling is no longer a ceiling.