A marketplace turnaround for a heritage outdoor brand
Heritage offline equity, underweight online share. We rebuilt the digital shelf, repositioned the catalogue for outdoor intent, and rebuilt media around full-price sell-through.
2.2x
online revenue YoY
+19pt
full-price sell-through
3,000+
SKUs re-platformed
-18%
return rate
The Challenge
Discount-led marketplace presence was eroding brand position. Catalogue imagery and content lagged modern outdoor competitors, and media spend was concentrated on clearance rather than demand creation.
The System
Catalogue re-shoot and content system across 3,000+ SKUs; repositioned listings around trekking/outdoor use-cases; full-funnel media plan balancing new-season sell-through with planned clearance; marketplace-exclusive lines to protect price architecture.
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