Building a Multi-Brand TikTok Shop Engine for Pentland Brands.
Pentland Brands: Berghaus, Kickers, Mitre
Client
Pentland Brands Group
Date
October 2025
Objectives
Establish TikTok Shop as a scalable revenue channel
Drive GMV beyond traditional e-commerce
Build a creator ecosystem aligned with brand guidelines
Reduce reliance on paid media
Use TikTok Shop to sell end-of-season stock
key Activities
Launched TikTok Shop across Berghaus, Mitre and Kickers
Built and scaled affiliate programmes for each brand
Used data-led insights to optimise content
Sourced and activated brand-aligned creators
Developed creator communities to drive engagement
Ran creator webinars and competitions to boost output
Implemented ongoing reporting and performance tracking
The Client
Pentland Brands Group own multiple sport and fashion brands in the UK. Of those, we’ve launched Berghaus, Mitre, and Kickers on TikTok Shop. All 3 brands are trusted, and credible names in their category, and sit firmly between fast fashion and luxury.
We began with Berghaus in April, then Mitre in July, and Kickers in August, representing a staggered launch.
Our Approach
We led the end-to-end launch of Pentland’s TikTok Shop across Berghaus, Mitre and Kickers, establishing the operational foundations required to support day-to-day trading from the outset. This included onboarding each brand, structuring shop operations and implementing systems designed to manage performance at scale.
A core focus was building a structured affiliate ecosystem to drive early traction and long-term growth. We sourced creators using clearly defined parameters aligned to each brand, combining category-specific voices with broader TikTok Shop creators to create a balanced and scalable network.
To support this, we implemented a data-led approach to affiliate management, using both performance metrics and content insights to guide decision making. This allowed us to continuously optimise creator output, support high-potential affiliates and focus activity where it would have the greatest commercial impact.
Alongside this, we built active creator communities, facilitating direct communication, collaboration and ongoing engagement. Initiatives such as creator competitions and webinars helped increase participation, improve content quality and strengthen brand loyalty across the affiliate base.
In building multiple brands in a staggered launch, we leveraged our existing affiliate partnerships and strategic learnings from one brand to another, whilst also iterating based on specific brand needs and challenges. This replicable formula allowed us to scale all 3 brands in different verticals.
By combining operational structure, creator activation and continuous optimisation, we enabled Pentland to move quickly from launch into a consistent, revenue-generating TikTok commerce channel.
Commercial Impact
Across Berghaus, Kickers, Mitre
GMV
800%
growth from August to November
Output
400%
increase in affiliate content
click-through rate
10.9%
up from 6.7%
creators
400+
active affiliate creators
Engagement
100+
creators in community groups
GMV
scaled to 6-figures
3 brands scaled monthly
GMV
>80%
driven by affiliates
Revenue
270%
growth October to November
@jaykirst
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Why this worked
This engagement has been successful owing to our focus on building the right foundations from day one. Rather than treating TikTok as a campaign channel, we’ve structured it as a scalable commerce operation, combining shop infrastructure, affiliate activation and ongoing optimisation.
Our data-led approach allows us to continuously refine performance, using both quantitative metrics and content insights to understand the driving forces behind results. At the same time, investing in creator relationships and community building ensures consistent output, stronger engagement and ever-increasing brand loyalty with valuable creators.
By aligning operations, creators and performance into one coordinated system, we have been able to create sustained growth rather than short-term spikes across all 3 brands.
Conclusion
This project demonstrates how TikTok Shop can be built into a meaningful and scalable revenue channel when approached with the right structure and strategy. Evidenced by our 800% GMV growth, and 400% increase in content across a 4-month period. Throughout this period, Pentland Brands have successfully transitioned from launch to a consistent, high-performing commerce operation.
By combining operational discipline, creator-led demand and continuous optimisation and review, we have established TikTok as a reliable driver of revenue across all three brands.
