What happens when you combine ethical production, parent-to-parent word of mouth, insanely fast delivery, and simple, customer-first SEO?

You build a Shopify brand that’s doubling year on year!

In this episode, Nick sits down with Liam Charlton, founder of Ethical Schoolwear - a Shopify store changing the school uniform game with better quality, better ethics, and a surprisingly powerful growth engine: the school playground.

We cover:

• How Ethical Schoolwear started (and why ethics became the mission)

• The “playground marketplace” and how word of mouth really works

• Why fast delivery creates 5-star reviews (and repeat customers)

• The simple SEO approach that drives sales

• What products sell best

• How to scale without losing what makes the brand special

• Plus: a teaser for the biggest online Shopify Summit launching September 2026

Visit Ethical Schoolwear: ethicalschoolwear.com

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Winning With Shopify listeners get 20% off the first three months of Seguno Email Marketing with code WWS20: ⁠⁠https://seguno.com/winningwithshopify⁠

Check out Yoast and get 15% off ALL monthly Shopify purchases for the first 6 months using code WWS15! ⁠https://yoast.com/winningwithshopify-exclusive/⁠

Get a short, tactical session with insights on things like tax reconciliation, returns, compliance, and more — all led by experts from the tools top brands rely on. Sign up now at ⁠https://taxcloud.com/summer/⁠

Key Takeaways:

00:00 – Shopify’s CEO on Doing Good (and Why It Matters)

02:28 – Meet the Founder of Ethical Schoolwear

08:49 – Why Buying a Farm in Wales Beat Selling the Business

13:35 – The Reality of Multiple Suppliers in School Uniform

17:53 – Rethinking the School Uniform Industry

23:20 – Weight Loss, Capsules & Consumer Trust

26:25 – “Uber for Dads”: The Best Business Lesson Learned

32:25 – Tesla, Trustpilot & the Power of Brand Reputation

37:23 – School Uniforms: Ethics, Scale & Impact

41:17 – The Biggest Challenges Facing the Business

43:29 – One Lesson Every Founder Learns the Hard Way

46:07 – How to Double Your Business in One Year