The Cheeky

TheCheeky.com was an innovative e-commerce platform designed to disrupt the novelty product market with a bold, irreverent approach. When launched the main place for that market was a small section in Urban Outfitters, but we saw an opportunity to take that on. Over its four-year lifespan, the brand developed and launched 14 unique products — 8 of which successfully went to market and won coveted stocking in the likes of Selfridges and many others — each idea blending humour, design, packaging and consumer insight.

The company’s distinctive positioning was encapsulated by its tagline, “We Apologise in Advance,” which set an unmistakable tone and generated significant earned media coverage. This strategy cultivated a loyal and highly engaged customer base with an equally dark sense of humour.

TheCheeky.com achieved over 2 million website views globally, with its products becoming viral talking points across major markets including the US, UK, and beyond. High-profile mentions by influencers and celebrities — including Paris Hilton, Piers Morgan, Jonathan Ross — amplified the brand’s reach and cemented its status as a cultural touchpoint for “inappropriate” products.

From launch to close, TheCheeky.com sold over 50,000 units across its product line, demonstrating strong demand and proof of concept. After four years of sustained traction, the founders made the strategic decision to close the business to leave on a high — capturing valuable insights into viral marketing, D2C e-commerce, earned media, social-media loss leaders and brand development along the way.

Today, the legacy of TheCheeky.com offers a case study in how a small, inventive team can leverage humour, bold branding, and social to create a globally recognised, revenue-generating platform. And we never apologised for anything!