Featuring insights from Matthew Smith, Marketing Coordinator at Milo’s Tea Company
Building a successful company store takes more than just selling swag online.
Employees expect branded merchandise they’ll actually wear. Customers want products that feel authentic to the brands they love. And marketing teams need a streamlined way to source, manage, and fulfill branded merchandise across departments.
That’s the challenge Milo’s Tea Company tackled with Swag Pro online stores.
In our recent webinar, Matthew Smith, Marketing Coordinator at Milo’s Tea Company, shared how his team transformed its swag strategy and launched a premium store experience for employees and loyal fans alike.
Watch the full webinar below to hear Matthew’s story and see the Milo’s Tea Company store in action.
Why Milo’s Tea Company Upgraded Their Online Store
Milo’s wasn’t starting from scratch.
The company had operated an online merchandise store since 2020, but as its brand continued to grow, so did its merchandising needs.
The team wanted more than a storefront—they needed a centralized platform that could support:
- An external store for loyal Milo’s fans
- An employee-exclusive store
- Event merchandise and giveaways
- New hire and employee gifting programs
- Centralized fulfillment and inventory management
- Premium product sourcing and custom merchandise
Just as importantly, they wanted every department to order branded merchandise through one trusted partner instead of relying on multiple vendors.
Shop at Milo’s Tea Company’s online store.
The result was greater brand consistency, improved quality control, and much better visibility into how merchandise was being used across the organization.
Why Premium Merchandise Makes a Bigger Impact
One of the biggest lessons Matthew shared was simple:
People don’t wear mediocre swag.
Instead of treating merchandise as a giveaway, Milo’s approaches every item like a retail product someone would happily purchase in a brick and mortar store.
Over the past several years, the team intentionally evolved from basic logo apparel to premium, trend-forward merchandise that reflects the Milo’s Tea Company brand.
That philosophy extends beyond aesthetics.
Higher-quality apparel lasts longer, feels better to wear, and continues promoting the brand long after an event ends.
As Matthew explained during the webinar, a premium polo someone wears for years becomes ongoing brand advertising from a single purchase.
For Milo’s, investing in better merchandise means investing in longer-lasting brand awareness.
Designing Swag People Actually Want to Buy
One advantage of partnering with Swag Pro has been the ability to bring creative ideas to life.
Rather than limiting the team to standard catalog products, Swag Pro worked alongside Milo’s Tea Company to source and produce custom merchandise including:
- All-over print polos
- Custom keychains
- Pool floats shaped like Milo’s iconic gallon jug
- Custom socks
- Patterned beanies
- Golf accessories
- Specialty drinkware
Matthew described the sourcing process as collaborative—from validating design ideas to identifying manufacturers and finding alternatives whenever a concept required adjustments.
Instead of asking, “Can this be made?” the conversation became, “Let’s figure out how.”
Why Milo’s Tea Company Created Distinct Employee and Customer Stores
Not every piece of branded merchandise serves the same audience.
That’s why Milo’s Tea Company launched two separate online stores.
Milo’s Employee Store
The internal storefront includes products designed specifically for employees, including notebooks, approved drinkware for manufacturing facilities, department-specific merchandise, and exclusive items unavailable to the public.
Giving employees access to merchandise that can’t be purchased elsewhere creates an added sense of pride and belonging.
Milo’s Consumer Store
The public storefront focuses on fan favorites like apparel, hats, accessories, drinkware, and seasonal merchandise.
For a brand with an enthusiastic following, the company store gives customers another way to engage with Milo’s beyond the grocery store shelf.
Seasonal Swag That Keeps Fans Coming Back
Rather than offering the same products year-round, Milo’s Tea Company has begun introducing seasonal merchandise launches throughout the year.
Limited-time collections, Father’s Day releases, summer merchandise, and holiday drops create excitement while encouraging repeat visits.
The team also added a “Coming Soon” section to the storefront, giving customers an early look at upcoming releases.
This simple merchandising tactic builds anticipation and creates natural opportunities for social media promotion before products officially launch.
A Smooth Migration with the Right Partner
Migrating to a new company store platform can feel overwhelming, but Matthew described the transition as highly collaborative.
Working closely with his Swag Pro Account Manager and Merch Manager, he refined product selections, sourced samples, migrated inventory, and tracked implementation milestones leading up to launch.
Even when sourcing challenges arose, the team worked together to identify alternative products that maintained the original vision.
By launch day, the store reflected exactly what Milo’s Tea Company had hoped to create—a clean, modern shopping experience backed by reliable fulfillment and ongoing support.
Early Online Store Results
Although the new Milo’s Tea Company store is still relatively new, the initial response has been overwhelmingly positive.
According to Matthew, both employees and customers have found the store intuitive and easy to use, with very few support requests after launch.
Looking ahead, the marketing team plans to use analytics to better understand:
- Best-selling products
- Customer purchasing behavior
- Merchandise trends
- Product performance
- Future assortment planning
Combined with ongoing social media promotions and seasonal launches, those insights will continue shaping Milo’s Tea Company merchandise strategy over time.
Milo’s Tea Company’s Advice for Launching a Company Store
One of the most valuable moments in the webinar came when Matthew shared advice for companies launching their own merchandise programs.
Start Smaller Than You Think
It’s tempting to launch with dozens of products, but too many options can overwhelm shoppers.
Instead, begin with a carefully curated assortment and expand based on demand.
Use Data to Guide Merchandise Decisions
If you already have a merchandise program, review historical purchasing data before selecting products for your new store.
Customer preferences should guide your assortment—not assumptions.
Focus on Premium Quality
High-quality merchandise gets worn, shared, and remembered.
Cheap giveaways rarely leave the bottom of a desk drawer.
Keep Your Store Fresh
Seasonal collections, limited-time offers, and upcoming product launches give customers reasons to return throughout the year.
Work with a True Partner
Launching a successful company store isn’t just about finding a vendor.
It’s about finding a partner invested in helping your program succeed—from sourcing and onboarding to fulfillment and ongoing optimization.
Ready to Build or Optimize Your Own Company Store?
Whether you’re replacing an outdated platform or launching your first online store, we’re here to help. Source premium products, simplify fulfillment, and create branded experiences both employees and customers love.
