British Boxers: five years of steady, compounding growth
A heritage loungewear brand that needed a grown-up e-commerce operation, not a growth-hack. Five consecutive years of double-digit growth, built on paid media, retention and the unglamorous commercial work that compounds.
What I actually did
Restructured Meta & Google from the ground up. Scaled spend 7× while holding an 8.5× blended ROAS. Growth that pays for itself rather than borrowing from margin.
Flows, segmentation and a post-purchase programme that now drives a third of all revenue. It's the compounding, low-cost channel most brands under-invest in.
Migrated and rebuilt the store, then ground away at checkout friction and merchandising until the conversion rate hit an all-time-high 5%.
Connected the DTC and wholesale sides so stock, orders and reporting tell one story instead of three.
Owned the numbers, sat in on the hiring, and acted as the steady e-commerce head the founder could hand things to and trust.
No single quarter looks explosive. That's the point. Five years of double-digit growth beats one viral spike and a crash.
"He understands the rhythm of a fashion business and knows exactly where to focus to get results. He feels more like part of our team than an external partner."
Deborah, British Boxers
Long-term · paid media, email, CRO, wholesale, commercial oversight
Platforms
Shopify · Klaviyo · Meta · Google