Driving Profitable Growth

High Number of Active SKUs & New Product Velocity

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With thousands of active SKUs across 50+ designer houses and new product dropping every week, prioritising what to push in paid, feed, and CRM was a constant battle - leading to flagship lines being under-served and slower-moving stock eating share of voice.

Margin Pressure Inherent to the Retail Model

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As a multi-brand luxury retailer rather than an own-brand operator, margins are structurally tighter, meaning every CAC point, return, and markdown has an outsized impact on bottom-line profitability.

Competing in an Exceptionally Crowded Market

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The UK luxury designer space is dominated by deep-pocketed incumbents like Flannels, END., and SSENSE, alongside a long tail of resellers making paid auctions expensive, organic reach harder to earn, and brand differentiation critical at every touchpoint.

Reengaging with Current Customers to Improve Repeat Rates

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With acquisition costs structurally high, profitability lives or dies on repeat purchase yet email and SMS were running as broadcast campaigns rather than a segmented engine designed to compound gross profit per customer over time.

Aligning Creative Strategy with Weekly Product Reports

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We built a weekly product reporting cadence that feeds margin, stock position, and sell-through data directly into the creative calendar. Hero drops, top performers, and high-margin lines now drive what gets pushed across Paid Social and Paid Search each week, meaning spend follows commercial reality rather than gut feel, and ad creative consistently leads with the products that actually move gross profit.

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Consistently Evolving Paid Social Creative to Lead the Market

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We rebuilt Paid Social creative output around a high-velocity testing framework, pairing creator content, UGC, and drop announcements with reactive, trend-led formats across Meta and TikTok. Weekly testing cycles surface winners faster than competitors can react, with the strongest concepts scaled across formats and territories. Paid Social shifted from a maintenance channel into the brand's most consistent acquisition driver across the calendar.

Building a Retention Engine That Develops Repeat Gross Profit

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We took full ownership of retention end-to-end, restructuring Klaviyo segmentation, rebuilding lifecycle flows, and tying CRM activity to repeat gross profit rather than top-line revenue. Weekly campaigns now consistently deliver thousands in attributable revenue - turning retention from a broadcast channel into a profit engine that compounds over every customer cycle.

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Breaking Down Brand Unit Economics to Set Clear Profit Targets

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We modelled unit economics at the brand and category level, mapping contribution margin, CAC payback, and repeat purchase rates across every designer house in the catalogue. Those numbers now power channel-specific profit targets, allowing Paid Social, Paid Search, and CRM to optimise against gross profit rather than blended ROAS. The team now operates with clear, brand-level thresholds for every pound of spend.