Premium footwear & accessories retail
Russell & Bromley
Profitable ecommerce growth & transformation
+34%
Online revenue growth
+24%
Conversion improvement
+10pts
Gross margin improvement
-6pts
Returns rate
The challenge
A heritage premium retailer with a strong store estate needed ecommerce to become a genuine commercial engine — growing revenue while improving gross margin, conversion and returns performance, and setting a credible technology direction.
The diagnosis
Growth was constrained by fragmented trading and merchandising processes, limited digital product discovery, weak availability planning and a technology stack that could not support the pace of change. Returns and discounting were eroding contribution before it reached the P&L.
The strategy
Connect trading, merchandising and technology under a single commercial plan: protect full-price sell-through, remove friction across the customer journey and sequence a transformation roadmap by commercial impact rather than technical preference.
The work
- Rebuilt weekly trading and merchandising rhythm, forecasting and availability management
- Full-price trading and markdown strategy to protect gross margin
- Conversion programme across navigation, product discovery, PDP, basket and checkout
- Returns reduction programme across sizing, imagery, content and post-purchase
- Multi-year ecommerce and retail transformation roadmap, vendor selection and governance
Facing something similar to Russell & Bromley?
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