AI-powered, Human-reviewed.
From Manual Subscriptions to a Scalable, Series-Based Revenue Engine.
Midway Wool is a Shopify-based craft brand built around a simple but powerful idea: that creativity is best learned in steps. Through curated wool kits, punch needle projects, and subscription programs, they guide customers through hands-on creative journeys that build skill and confidence over time.
Their subscription model is central to this vision. Each month is designed to build on the last, turning first-time buyers into long-term learners and creating a reliable foundation of recurring revenue.
Challenge
As Midway Wool’s customer base grew, its subscription infrastructure couldn’t keep pace with the experience they were trying to deliver.
Their previous platform, PayWhirl, handled basic subscriptions, but Midway Wool’s products weren’t basic. Each subscription was meant to evolve month by month, guiding customers through a progression of skills and projects. PayWhirl treated every order identically, with no way to sequence products or automate that journey.
The gap between vision and reality created real operational strain. The team was manually updating subscriptions, managing product changes by hand, and cross-checking every cycle to make sure customers received the right item in the right order. What should have been automated was instead eating up hours each week.
On top of that, limited reporting made it difficult to track retention trends, measure subscription performance, or plan for growth with any confidence.
Midway Wool needed more than a subscription tool. They needed a system that could mirror how their products were actually designed, structured, sequenced, and built to scale.
Solution
Midway Wool migrated to Easy Subscriptions to bring the structure and automation their model had always required.
The first phase focused on stabilizing what already existed, automated renewals, cleaner subscription management, and a more intuitive backend that immediately reduced the team’s manual workload.
The real turning point came in September with the introduction of Order Series Subscription.
This feature allowed Midway Wool to build step-by-step subscription journeys where each billing cycle automatically delivers the next product in a predefined sequence. Rather than sending the same item every month, customers now move through a curated progression of kits, each one building on the last, exactly as Midway Wool intended.
For the first time, the subscription system reflected the brand’s learning-first philosophy. Customers got a guided experience. The team got their time back.
Implementation
The migration from PayWhirl to Easy Subscriptions was completed without disrupting a single active customer. Billing cycles, order flows, and existing subscriptions continued without interruption.
Once Order Series was live, Midway Wool restructured their offerings to match their natural product progression:
- Cycle 1: Customers receive a starter kit with everything needed to begin
- Cycle 2+: Follow-up projects are delivered each month automatically, advancing the skill journey
- Ongoing: Customers stay enrolled in a continuous, guided experience, no need to re-subscribe or manually choose what comes next
The result was a cleaner experience on both sides. Customers felt taken care of. The team stopped firefighting and started focusing on what they do best, designing great products.
Results
Within a short period of implementing Order Series Subscription, Midway Wool saw significant growth across every key metric:
- 513% increase in gross sales
- 331.75% growth in subscription revenue
- 103.73% growth in new subscription revenue
- 421.43% increase in subscription orders
- 530% growth in total orders, with fulfilled orders up 522%
These weren’t one-off spikes. They reflected a fundamental shift in how customers engaged with the brand, staying longer, progressing further, and returning month after month because the experience was designed to keep them moving forward.
