Case study

Wellington of Bilmore. Turning a British-inspired heritage brand into a scalable DTC growth case.

Partner since
2025
Scope
Strategy, assortment, performance
Links
WebsiteInstagram
Woman in a checked tweed blazer and matching flat cap on a wooden footbridge.

About

Wellington of Bilmore is a German fashion brand known for its British-inspired aesthetic, refined outerwear and tailored pieces for men and women. Built around heritage fabrics like Harris Tweed, wool-cashmere, and waxed cotton, the brand combines traditional craftsmanship with modern silhouettes to create timeless, functional collections.

Challenge

A family business since 1899, now in its fifth generation, Wellington of Bilmore has built a strong reputation in wholesale and retail.

The brand developed organically, supported by loyal customers and a clear identity rooted in premium fashion and heritage craftsmanship.

With the launch of its Shopify store in 2024, the brand took an important step toward expanding its direct-to-consumer presence. While the foundation was strong, digital channels had not yet been managed within a fully structured growth framework. Initial paid media activities showed potential but lacked a clear incremental logic and strategic integration across product, content, and performance.

Approach

We started working with Wellington of Bilmore in September 2025, aligned with the Fall/Winter season.

The goal was clear: build a scalable D2C engine — but before scaling budgets, the structural foundation had to be in place.

CRM architecture, shop optimization, and a defined growth framework were not yet systematically established. We therefore focused on building the necessary infrastructure first — enabling controlled scaling, measurable incrementality, and a performance setup ready to support sustainable growth.

Results

+42 %

Revenue growth, Q4 2025 vs Q4 2024

+38 %

New customers, Oct 25–⁠Sep 26 vs prior year

+90 %

Revenue growth, SS26 vs SS25

Projects

  1. 01Newsletter marketing09/2025 – today
  2. 02Social media advertising09/2025 – today
  3. 03Product and collection performance analysis09/2025 – today
Wellington of Bilmore campaign: a couple in grey tweed, a woman in a camel wool coat and a man in a checked jacket.

09/2025 – today

Newsletter marketing. Retention built in from the start.

When we began working with Wellington of Bilmore, retention marketing was not yet systematically established. We implemented a structured Klaviyo setup including all essential automations such as welcome flows, abandoned cart and checkout sequences, and post-purchase communication. In parallel, we introduced a weekly campaign calendar aligned with product launches and seasonal priorities to create consistent customer touchpoints.

Beyond operational execution, we actively scale the CRM database by testing targeted acquisition mechanisms, including incentive-based sign-up strategies and dedicated subscriber flows. The objective is to build a strong owned channel that drives recurring revenue and supports long-term D2C stability.

Wellington of Bilmore newsletter introducing the fall/winter collection
Wellington of Bilmore newsletter about the brand’s tradition
Wellington of Bilmore newsletter with a last-chance free shipping code

09/2025 – today

Social media advertising. Every product tested for real demand.

Social media is the primary paid growth lever for Wellington of Bilmore. Our approach follows a SKU-driven performance strategy, where each product within a season is systematically tested to identify which items generate real demand and scalable contribution. This allows us to prioritize budgets based on measurable product performance rather than assumptions.

Aligned with our philosophy that fashion ads should not explain but create impact, we rely on strong, professional visuals with a clear product focus. Clean compositions, confident styling, and distinct textures allow the garments to speak for themselves. This ensures attention at the top of the funnel and a performance setup designed to translate visual impact into profitable growth.

Wellington of Bilmore ad: man in an olive quilted jacket
Wellington of Bilmore ad: woman in a navy trench coat
Wellington of Bilmore ad: man in a camel double-breasted coat

09/2025 – today

Product and collection performance analysis. Product-level steering for more than 800 SKUs.

Wellington of Bilmore manages an online assortment of more than 800 SKUs, including numerous color and material variations. In such a structure, effective scaling is only possible with precise, product-level steering. By implementing our BENCHMARKED BI, we connect media performance, contribution margin, inventory data, and sales metrics to distribute budgets based on measurable product results rather than aggregate averages.

Beyond media allocation, we support the brand with structured assortment analysis. This includes restock and carry-over recommendations, color and material performance insights, and demand forecasts based on historical data and seasonal patterns. The objective is to align marketing, purchasing, and inventory decisions — ensuring that the right products are scaled, reordered in appropriate quantities, and strategically planned for future seasons.

BENCHMARKED BI product view of a Harris Tweed blazer with sales, media and stock figures next to the model wearing it

More work

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Bringing a 1957 heritage brand into global D2C — with a modern growth framework.