Streetwear brand paving the way.

Based in Glasgow, Forty Clothing have three retail stores and want to establish themselves as an online leader.
Streetwear Brand Shopify

Partnering in the delivery of a leading eCommerce customer experience.

Forty Clothing had built a strong high street presence, but their online operation wasn't keeping pace. eCommerce was significantly underperforming relative to their stores – not for lack of product or audience, but because the platform, the strategy and the execution hadn't had the right attention. They brought parallel in to fix that: a full performance overhaul, plus ongoing fractional eCommerce direction to keep pushing it forward.
Shopify · Fractional eCommerce direction

What we did

  • Full site redesign and redevelopment focused on conversion
  • Reviews platform implementation
  • Customer loyalty programme – implementation and ongoing management
  • Email marketing – strategy, implementation and ongoing management
  • Product launch, sale and Black Friday planning and execution
  • Reporting improvements to sharpen focus and direct growth activity
Partnership

The Detail

This wasn't a migration project with a clear start and end – it was a turnaround. The challenge was diagnosing an underperforming operation, prioritising what to fix first, and building momentum while keeping the day-to-day trading running. Getting conversion moving required the redesign and the strategy to work together, not separately. Layering in loyalty and email on top of a stronger site meant that when customers arrived and converted, there was a system in place to keep them coming back.

The Results

Conversion rate has gone from 0.8% to 4.6% – almost six times where it started. Within 12 months, eCommerce had grown to account for 50% of Forty's total retail operation. The loyalty and email programme has grown to over 50,000 subscribers, driving consistent repeat sales and giving the business a direct channel it didn't have before. Forty are now actively expanding their focus across the UK and Europe, with online leading the way.