How a 26-Year-Old Built The Oodie Into a $150M E-Commerce Powerhouse

Overview

At 26, Davie Fogarty had turned a simple idea—an oversized wearable blanket—into The Oodie, a global e-commerce sensation. He launched on Shopify in mid-2018, packing orders at home, running Facebook ads he shot himself and leaning on family to scale fast. Within three years, The Oodie generated $150 million in total sales, proving that a tight focus on product quality, smart ad spend and customer empathy can build a category-leading brand.

From Agency Beginnings to Product Discovery

Before The Oodie, Davie built an agency doing free marketing work to learn video production, copywriting and Facebook ads. He realized his margins would be better if he owned the product rather than just running ads. He tapped agents at Chinese factories for weekly product ideas, narrowing in on comfort wear as his lane.

Launching The Oodie

Davie kept designs simple at first—basic colors, cozy fleece—and got friends and family to model the hooded blankets. He uploaded his own photos and direct-response copy to Shopify’s default theme, launched low-budget Facebook ads and saw sales on day one. He spent every night packing orders and handling customer questions himself.

Building Operations with Family

After weeks of feeling overwhelmed, he hired his brother to run fulfillment and support. Their makeshift warehouse became a room full of Oodies ready for Australia Post pickup. That hands-on approach kept overhead low and culture tight.

Scaling with Ads and Product Development

Davie focused on four pillars for growth: high-quality content, precise Facebook ad campaigns, fast customer service and ongoing product enhancements. He sketched pattern ideas on a Europe trip, sourced premium fleece, and never cut corners—knowing happy customers buy again and refer friends.

Beyond The Oodie

Using the same playbook, Davie launched Calming Blankets (helping people with sensory needs), Pupnaps for pet owners and Australian Furniture Warehouse with his parents. Each new brand tested on Shopify & Facebook ads, hitting rapid traction with lean budgets and a customer-first mindset.

Key Results

• $150M in sales within three years of launch
• First‐month sales from day one of ads going live
• Pupnaps reached $1M monthly revenue in 6 months