The B2C Atlas is open.
Today we are opening the B2C Atlas: an interactive map of the European B2C landscape, built brand by brand. It starts with 165 brands across 18 countries — from the UK's 56 to Spain's 36, Germany's 19, France's 14 and Italy's 12 — placed on a globe you can drag, spin and zoom until a single city block is visible.
Each pin is a brand. Open one and you get its dossier: where it is headquartered, what it sells, what its revenue looks like when it is public, how it acquires customers, how it converts them and how it tries to keep them.
What is inside
The Atlas opens with 76 public playbooks. Each one follows the same structure, so a playbook from a German supplement brand reads like a playbook from a British footwear label:
- Identity and scale — headquarters, category, revenue where it is reported.
- An executive reading — the one paragraph that explains the brand's growth logic.
- Acquisition channels — where its customers appear to come from, with the evidence behind each claim labeled.
- The CRM position — what its lifecycle operation looks like from the outside, including where we simply do not know.
- The inferred growth loop — our reading of the mechanism, clearly marked as an inference, not the brand's internal strategy.
- Comparable competitors — three brands in the Atlas that compete for the same customer.
- Sources and limits — everything the playbook rests on, and everything it does not claim to know.
The other 89 brands are pinned with what we know so far — location, category, revenue where available — and marked as playbooks in the works. No brand received a playbook without research behind it.
How to use it
The globe opens on the UK & Europe. Drag it, zoom into a country, and the pins stay legible at every level: continent, country, city. Every brand can be opened — the pins do not hide behind each other.
Above the brand list you can filter by:
- Playbook — only brands with a public playbook, or only the ones still in the works.
- Revenue — five bands, from unknown to over €50M.
- Country — all 18, from the United Kingdom to Finland.
Your filters stay as you move around, so you can keep a working list between sessions.
What this is, and what it is not
Every playbook is built from public sources: company sites, filings, job posts, press coverage, product pages. Where a claim is reported, we say so. Where it is observed, we link the observation. Where it is our estimate, it is labeled as an estimate. Where we do not know, we write that we do not know.
We have not purchased from most of these brands and we have not observed most of their customers' inboxes. Where we did run a controlled purchase — the ten brands in the first 30 days study — that fieldwork lives in the study, not in the Atlas playbooks. The Atlas is the map. The fieldwork is the expedition log. We keep the two separate on purpose.
What comes next
The Atlas starts with the UK & Europe because that is where our community is densest, and because one region done properly beats five done vaguely. North America, Latin America, Asia Pacific and Middle East & Africa are on the globe already — muted, waiting. They open as the research behind them accumulates.
The Atlas is free, and it will stay free. If you lead growth, CRM, lifecycle or retention at a B2C brand, open it, find your brand, find your competitors, and tell us what is wrong. That is how the next 76 playbooks get better.