It all started with
Desmond & Dempsey.
The first version of Micki was built inside D&D, the UK's leading luxury sleepwear brand.
Over months, we worked from their office, sat in their trade meetings and studied how every team used data - the questions they asked, where answers lived, how decisions were made, and when data sped them up or bogged them down.
Everything we learned went into Micki.
Today, more than 30 operators across D&D and other brands continue to help us make it better.
212
days spent with DTC operators
29
trade meetings observed
742k
words of research notes
91M
rows of data analysed



















