CSB – or Crop Shop Boutique – has doubled its revenue over the last 12 months and is ramping up its current strategy to accrue more growth ahead.
The brand confirmed with Ragtrader that the six-year-old brand has grown 113 per cent year-on-year, and now harnesses a team of 54 employees.
CSB was founded by Rachel Dillon in 2019 as an activewear brand focusing on seamless designs that are relatively affordable. A standard tank top sells for just under $80 on its website.
Dillon told Ragtrader that a significant driver of its 113 per cent growth has been a focus on staying close to the customer.
“I spend a lot of time engaging directly with our community, listening to what they're loving, what they want more of, and how our pieces are performing in their day-to-day lives,” she said.
“That real, unfiltered feedback shapes everything from our design direction to how we show up as a brand. It keeps us grounded, responsive and constantly evolving.”
The brand is also investing in partnerships with brand ambassadors and studio partners, with fuel also coming from external trends. According to recent data from Australia Post, activewear was the top-growing category during Black Friday and Cyber Monday sales.
“There has been a global shift toward activewear that seamlessly moves from the gym into everyday life,” Dillon said. “Women are looking for pieces that feel elevated, versatile and truly functional, which has always been the space CSB was designed for.
“As this demand grows, it naturally aligns with our core philosophy of creating fashion-forward, functional activewear that empowers women to feel confident in every moment.”
Dillon said the plan ahead is to ramp up in-real-life activations, starting with an icy pole truck pop-up at the North Bondi Surf Life Saving Club on Friday, December 12, joined by a CSB styling studio at Rainbow Studios from December 11 to December 14. And not just in Australia.
CSB is aiming to take its pop-ups, styling studios and movement events to more cities globally, predominantly in the United States.
Every time the brand enters a new market, Dillon said the aim is to be community-first.
“Whether it’s a pop-up in LA, a movement series in Melbourne, or a styling studio in New York, these moments allow customers to feel the quality, understand the fit and connect with the brand on a deeper level,” Dillon said. “It’s not just about showing up in new markets – it’s about creating experiences that make people feel part of something.”
These events revolve around CSB’s social channels and its loyalty program. Over the last year, CSB gained more than 250,000 new followers across social channels. The brand’s social content has generated over 100 million in total reach over the past year, with social channels growing 58 per cent year-on-year.
The CSB loyalty program has also increased in membership by 54 per cent year-on-year, with the brand adding this includes a rapidly expanding international member base.
Dillon said loyalty is a key part of its overall approach. “It gives our community priority access to events, styling experiences and first looks at new collections, helping us build deeper relationships with our most engaged customers even when we are half a world away. These moments of exclusivity create a sense of belonging that translates across borders.”
On top of this, all CSB’s activations offer valuable insight, with Dillon saying this feedback loops straight back into its design process. She says this is how she and her team stays connected with global markets while operating entirely from Australia.
“At the heart of everything, our goal remains unchanged: we want to create products and experiences that make women feel confident in every moment. Every initiative we take in 2026 ladders back to that mission.”