Unlocking the secrets of successful Direct-to-Consumer businesses
- 3 brand examples to boost your online sales
- 2 actionable tips for quicker results
- 1 special surprise
Marketing
Jonak: A Shining Example of Omnichannel Success
Jonak started by making shoes for nuns, and now they're a brand on a hit show like Emily in Paris!
Founded in 1964, this family-owned business has carved a unique niche, offering high-quality, stylish footwear at accessible prices.
Their dedication to quality, innovation, and understanding their evolving customer base has been key to their success.
Let’s explore Jonak's journey, from a single Parisian boutique to a global omnichannel brand with a thriving online presence!
1. Jonak’s history: A distinctive brand positioning
1.1 A family legacy spanning over three generations
Established in 1964 by husband-and-wife Marcel and Josette Nakam, Jonak began as a single boutique in Saint-Germain-des-Près.
Did you know? The name is a fusion of the first syllable of his wife Josette and son Joseph's name with the one for their family name Nakam!
It symbolises the family-oriented spirit that would define the brand for generations to come.
They started by selling orthopaedic shoes for nuns (as they were close to many convents!) and being a retailer of brands like Birkenstock and Scholl.
Marcel’s son, Joseph, played a pivotal role in Jonak’s transformation. Recognising the changing taste of his generation, he steered the brands towards trendy and stylish footwear.
Today, the company is managed by the third generation, with Marcel Nakam Jr. as co-CEO and Lisa Nakam as General Manager.
1.2 Embodying Parisian Chic with high-quality footwear
Jonak is renowned for its meticulous focus on quality, producing shoes in Europe—primarily in Spain, Italy, and Portugal.
By producing smaller batches (100-200 pieces per colour), Jonak adeptly tests market trends, allowing rapid adaptation to consumer preferences while maintaining fair pricing.
Despite not being a luxury brand, Jonak sits comfortably in a niche between high-street and high-end, with prices ranging from £95 for sandals to £315 for cowboy boots.
In 2022, Jonak’s successful strategy led to over €50 million in revenue, marking a 20% growth from the previous year.
2. Decoding Jonak's marketing magic: A recipe for success
2.1 Strong social media presence and customer engagement
Faced with a need to stay relevant, Jonak has undergone a remarkable comeback in recent years. A key driver is their strategic use of social media and influencer marketing.
As early adopters of platforms like Instagram and TikTok, they've built a strong online presence that resonates with their target audience (young and social media-savvy women).
Their strategy is to focus on authenticity and brand fit to create a loyal community.
They mostly share product photos, style inspiration, and behind-the-scenes content about product fabrication.
587k+ followers on Instagram (#jonak with 53k+ posts!), 231k followers on TikTok, and 1.1M+ monthly views on Pinterest
2.2 Strategic influencer campaigns to target new audience
They strategically collaborate with influencers across platforms to create engaging content integrating Jonak's footwear into cool lifestyles.
In 2017, they teamed up with influencer Lily Rose to create a unique photo exhibition in Paris.
Lily Rose travelled the world for six weeks with Jonak shoes, capturing them in stunning photos.
These photos were displayed in a pop-up art gallery with proceeds going to a women's empowerment charity.
More recently, they partnered with Lena Situations (one of the most famous French influencers) and organised a gifting contest. The videos racked up more than 800k views!
This approach has boosted brand awareness, attracted a younger audience, and significantly increased sales (25% of their sales came from Instagram in 2021!).
Jonak's marketing strategy is a prime example of how a brand can reinvent itself and connect with a new generation by understanding its audience and leveraging the power of social media.
3. Jonak’s omnichannel excellence: The key to their growth
3.1 Evolving from pure player retail to digital transformation
Jonak's success is built on continuous adaptation.
From expanding across Paris to entering international markets and major department stores like Galeries Lafayette, Jonak has mastered the art of omnichannel retailing.
Recognising the digital shift, they launched their e-commerce website in 2013, generating almost 50% of their current sales. They were one of the first French brands to do so!
In 2023, they even achieved €1M in sales on their website in only one day!
Jonak perfected testing new markets through department store corners.
In the Netherlands, for example, they started by building an online presence on Bijenkorf's website for a year.
Seeing success online, they opened physical corners within the stores. Now boasting three locations (Amsterdam, Rotterdam, Maastricht), Jonak ranks among Bijenkorf's top 3 contemporary sellers.
Today, with over 90 points of sale worldwide, they truly set the standard for omnichannel retail growth.
3.2 Seamless integration of online and in-store experiences
For Jonak, social media conveys messages, builds loyalty, and creates desirability.
Their stores and website must then convert this engagement into sales through immersive experiences.
On the website, they have a dedicated blog "The Journal" and a "Lookbook" section where you can easily check the model and add it to your cart!
This curated content features fashion trends, styling tips, and collaborations with inspiring women, keeping their audience engaged and coming back for more!
Jonak elevates the retail experience by incorporating luxury codes and innovative concepts.
Their boutiques resemble Parisian flats, creating a welcoming and cosy atmosphere with high-quality materials and well-chosen furniture.
They have a team of in-store stylists equipped with tablets for personalised assistance and digital kiosks keep customers engaged with Jonak’s latest collection.
They also capitalise on direct and 1:1 communication with their clients through WhatsApp to create deeper connections with their clientele.
By adapting to evolving consumer preferences and embracing innovation, Jonak remains a leader in the shoe market.
Jonak's transformation from a small Paris shop to a major global player is a fantastic example of how brands can evolve and thrive.
This journey, shaped by a family's passion and smart moves, shows what's possible when you blend tradition with innovation.
As Jonak continues to win hearts with its stylish, timeless footwear, it begs the question: What's next for them? What opportunities might arise as they continue to explore the balance between physical presence and digital engagement?
Marketing
Lazy Oaf Success Story: From London Garage to Cult Favourite
Forget mass-produced boring streetwear. Lazy Oaf, a UK indie brand known for its vibrant colours and playful graphics, has been building a cult following since 2001.
They started small, hand-printing tees in a London garage, but their commitment to authenticity and community has propelled them to global fame.
In this article, we explore how they captured the hearts (and wardrobes) of fashion icons like Gigi Hadid!
1. More than just streetwear: What makes Lazy Oaf unique?
1.1 Lazy’s Oaf’s humble beginnings to streetwear leader
Lazy Oaf was founded in 2001 by Gemma Shiel in her father's garage in North London.
Shiel started by hand printing t-shirts, sold at a stall in Spitalfields Market, East London.
Despite the challenges of the pre-e-commerce era, the brand flourished by engaging directly with its audience through live events and store collaborations.
“It was built through who knew about you through events, stores you stocked in, parties, sub cultural goings ons and doing stuff that we can’t even comprehend anymore,” Shiel says for Forbes.
The brand grew organically without significant outside funding and achieved a $5.3 million annual revenue, according to Rocket Reach.
1.2 Lazy Oaf’s strong brand identity built on authenticity and sustainability
Lazy Oaf isn't your typical streetwear brand. They reject monotonous trends, championing individuality.
Their signature style? Playful illustrations, vibrant colours, and a healthy dose of humour – a perfect fit for a young generation seeking self-expression through fashion.
For instance, their popular "G.E.M." collection, inspired by the 90s cartoon aesthetics, sold out within hours of release.
Sustainability has been a core value for Lazy Oaf long before it became a buzzword.
They prioritise quality and environmental responsibility, ensuring their garments are built to last, not destined for landfills.
The design and development process takes roughly a year, resulting in roughly 400 unique styles annually – a stark contrast to fast-fashion giants churning out double that in a week.
To minimise waste, Lazy Oaf produces limited quantities (150-250 pieces) per style.
Once collections are ready, they often shoot campaigns in-house before launching them in-store, on their app, and online through weekly or bi-weekly drops to keep things fresh.
As a "Direct2Oaf" brand, you won't find their clothing elsewhere (more on this later!).
Since 2021, 50% of their clothing has gone up to size 24 or 3XL, with plans to expand size inclusivity across all styles in the coming years.
2. From Tumblr to 1M followers on Instagram: Lazy Oaf's social media rise
2.1 Cultivating a devoted community
Lazy Oaf quickly gained a cult following, becoming a favourite among early fashion influencers and celebrities like Lava La Rue and Gigi Hadid.
The brand built its strong foundation through a combination of in-real-life community events and a strategic online presence that flourished on platforms like Tumblr.
Fast forward to today, and they're still killing it on social media with over a million Instagram followers.
Their feed features a mix of real people from their community with UGC, brand value, their collaborations and their new collection!
Lazy Oaf keeps the conversation going with followers, hosting Q&A sessions with designers and sneak peeks of upcoming collections.
To connect with fans, Lazy Oaf launched their media called Oaf World, presenting behind-the-scenes content like staff stories!
The brand's social media platforms have become a hub for fans to share their own Lazy Oaf-inspired outfits, further cementing the community feeling.
2.2 Boosting engagement with limited edition and collaboration
This dedication to community shines through in their 20th Birthday Collection which celebrates the brand's 20 years of existence.
The collection is a trip down memory lane for long-time Oaf fans. It features beloved prints and designs from the archives, reimagined for a modern audience.
The campaign features a diverse cast of Gen Z and young Millennial creatives – artists, students, and fans from all over the globe.
These are the real faces of Lazy Oaf, a testament to the brand's commitment to inclusivity and its power to unite people through fashion. It's a celebration of the Oaf community.
Additionally, Lazy Oaf frequently collaborates with artists and other brands to keep their collections fresh and exciting.
They've fostered strong partnerships with Dr. Martens, Crocs, Lush, and Vans!
Their recent Disney collab, featuring iconic characters with a Lazy Oaf twist, attracted both Disney fans and streetwear enthusiasts, expanding their reach even further.
3. Lazy Oaf’s retail evolution: Redefining their omnichannel shopping experience
3.1 Retailer partnership and London flagship store
In 2003, Lazy Oaf debuted at Margin London, a prestigious trade show, that launched them onto the global stage. This success led to over 150 stockists worldwide, including iconic boutiques like Colette in Paris and renowned department stores like Selfridges.
In 2008, they opened their first flagship store in London, creating a seamless omnichannel experience.
The London flagship isn't just a store, it's an extension of the Lazy Oaf experience.
Hosting art installations and live music events that embody the brand's playful spirit, these stores go beyond sales, fostering customer loyalty by creating lasting memories.
3.2 Shifting to a “Direct2Oaf” for more brand control
Recognising the growing importance of direct customer interaction and in reaction to Covid 19, Lazy Oaf shifted from a wholesale model to a D2Oaf strategy.
This strategic decision allowed them to sell directly through their website and stores, scaling back from hundreds of global stockists. The D2Oaf approach offers greater control over brand identity and customer experience.
Customers can check stock availability in-store via the app, pick up and return in stores. It ensures a frustration-free shopping journey across online and offline platforms.
With so many fashion brands out there, Lazy Oaf proves that being true to yourself and building a strong community really matters.
They never gave up on their fun and unique style, and they found smart ways to reach customers online and in stores.
Lazy Oaf's journey from a one-woman operation to a globally recognised brand is a masterclass in brand identity, community building, and, of course, keeping it weird.
Logistics
Warehouse vs. Fulfilment Centre: Key Differences & Benefits
You know the struggle. Customers hit "purchase" on your latest product launch, but fulfilling those orders efficiently and on time can feel like a logistical nightmare.
Warehouse space is tight, picking and packing take forever, and managing multiple sales channels adds another layer of complexity.
Enter the fulfilment centre: your potential secret weapon in the e-commerce and omnichannel retail game.
In this article, we'll explain everything you need to understand about fulfilment centres.
Also, we'll explore the key differences from traditional warehouses, highlighting how they can streamline your omnichannel operations and boost customer satisfaction.
1. What is a fulfilment centre?
Fulfilment centres are key hubs in the supply chain, managing everything from processing to dispatching orders.
E-commerce and omnichannel retailers often rely on third-party logistics (3PL) providers like Bigblue to handle these operations.
Essentially, fulfilment centres streamline the delivery process, ensuring that online orders meet customer expectations and relieving retailers of complex logistics.
2. Fulfilment centre vs warehouse: Key distinctions
While sometimes used interchangeably, the primary functions of warehouses and fulfilment centres differ significantly.
Warehouses excel at long-term storage, particularly for bulk goods. They're a cost-effective option if you have a large inventory and don't require rapid order fulfilment.
In contrast, fulfilment centres prioritise order fulfilment efficiency and speed. This makes them ideal for managing high order volume or offering fast delivery to your customers.
They also specialise in inventory management and maintaining optimal stock levels to avoid stockouts. Real-time inventory tracking and data analysis are also crucial aspects of a fulfilment centre.
They offer a wider range of value-added services, including:
- Order picking and packing
- Labelling
- Shipping
- Returns processing
3. 5 benefits of using a fulfilment centre
By outsourcing fulfilment to a dedicated centre, you unlock a multitude of benefits that empower your e-commerce brand to thrive:
3.1 Lower costs
Fulfilment centres deal with so many shipments that they can often get lower shipping rates from carriers. They can also help you optimise your storage space.
Bigblue Tips
Bigblue offers competitive shipping rates through a network of 20+ European carriers (Colissimo, Royal Mail, etc.).
Our smart carrier option automatically selects the most cost-effective and reliable delivery for each customer, saving you money and keeping them happy.
3.2 Faster deliveries and fewer mistakes
Fulfilment centres are set up to handle orders quickly and accurately, which keeps your customers happy.
For example, we ensure a 96% delivery satisfaction rate, versus the industry average of 77%.
3.3 More time for you to focus on what matters
By outsourcing fulfilment, you'll have more time to focus on things like developing new products and marketing your business.
“Since we started using Bigblue, our logistics have been magically transformed! Their application streamlines our operations and allows us to ensure an incredible experience while focusing on our products”, says Regina Rodriguez, Founder of Believe Athletics
3.4 Easier to grow your business
These centres can handle more orders as your business gets bigger, without you needing to invest in more space or staff. Plus, you can easily reach new markets with their existing locations.
Bigblue Tips
Reach new customers across Europe faster!
Bigblue's strategically placed network of 8 fulfilment centres in France, the UK, and Spain makes it easy to expand your reach without managing complex logistics.
3.5 Successful B2B order fulfilment and retailers' collaboration
Fulfilment centres can easily handle the larger order volumes typical of B2B transactions. No need to invest in extra warehouse space or staff – it can scale with you. You can also count on their expertise to adapt to your retailer's receiving requirements.
“Bigblue makes it possible to restock +85% of our wholesale orders in less than 48 hours”, says Honorine Thibault, Logistics and Procurement Manager at Dermalogica France
So, warehouse or fulfilment centre? The answer depends on your specific needs.
Warehouses excel at long-term storage, especially for bulk goods. They're a cost-effective option if you have a large inventory and don't require rapid order fulfilment.
Fulfilment centres shine in efficiency and speed. They're ideal for e-commerce and omnichannel brands with high order volume or a focus on fast delivery. They offer a wider range of services, including picking, packing, labelling, shipping, and even returns processing.
Ultimately, the best choice empowers your business to thrive. Consider your needs – if streamlined order fulfilment and happy customers are top priorities, a fulfilment centre might be the best option for you.
Bigblue's fulfilment centres streamline orders, boost delivery speeds & free you to focus on growth. Reach new customers in Europe with our strategically placed network.
Contact our expert to get a quote & unlock happier customers!
Logistics
What is the best carrier for your e-commerce in the UK?
The UK e-commerce landscape is a thriving ecosystem, with consumers spending over £260 billion online in 2023.
However, unlike some other markets dominated by a single national carrier, the UK delivery sector boasts a highly fragmented structure. UK national postal service Royal Mail holds a mere 25% market share!
This variety means lots of delivery choices, but also the challenge of finding the best one for customers.
This comprehensive guide covers key factors for UK e-commerce businesses to help you pick the best delivery partner easily!
1. 10 key factors when selecting a delivery partner in the UK
Choosing the right courier companies in the UK requires understanding your online retail needs and your customer base's preferences:
- Package details: Analyse shipment volume and size to match carrier capabilities.
- Type of delivery: Rising costs and environmental concerns are boosting out-of-home (OOH) delivery options, such as pick-up/drop-off points (PUDO) and lockers, despite the dominance of home delivery.
- Speed: A 2022 Metapack study found that 71% of customers value speed, with 39% willing to pay extra for same-day or next-day delivery.
- Cost: Customers value free shipping above other perks and discounts. So make sure to balance affordable rates with reliable service.
- Coverage: Ensure domestic coverage and consider international options for future expansion.
- Customer support: Responsive support is crucial for resolving issues and maintaining satisfaction.
- Platform integration: Seamless integration ensures efficient order processing and shipment management.
- Customer reviews: Read reviews to understand experiences with different courier companies.
- Scalability: Choose a partner that grows with your e-commerce business.
- Sustainability: Prioritise eco-friendly delivery methods.
2. Navigating the options: Popular UK couriers
Once your products are ready to ship, selecting the right carrier becomes critical. While keeping your margins healthy is important, focusing solely on the cheapest option can backfire.
The key is to find a delivery partner that offers competitive rates without sacrificing service quality. This way, you can provide affordable shipping to your customers while maintaining a positive experience. Happy customers and a healthy profit margin? That's a recipe for success!
In a 2022 Statista survey, UK online shoppers were asked which delivery company they prefer. Over half chose Royal Mail as their top choice. DPD came in second place, picked by a fifth of shoppers. Evri (formerly Hermes) followed closely behind in third, with nearly 19% of UK shoppers selecting them.
These preferences highlight the importance of a strong domestic network, affordability, and a reputation for reliability.
Let's delve deeper into the strengths of these popular UK couriers and explore additional options to suit your specific e-commerce needs:
2.1 Standard delivery:
- Domestic delivery: Royal Mail, Evri, and Yodel are all strong options for standard domestic deliveries, each offering a unique blend of affordability, speed, and reliability.
- International delivery: For extensive networks and cost-effective international shipping options, consider Parcelforce, DPD, or UPS.
2.2 Small packages:
- Domestic delivery: Royal Mail or Evri’s letter service offers a cost-effective solution for sending smaller, lightweight items within the UK.
- International delivery: DPD or Royal Mail International Tracked caters to small packages shipped internationally. UPS Standard is also a popular option thanks to its global reach, even though it is not the cheapest option.
2.3 Express delivery:
- Domestic delivery: DPD, FedEx, or UPS offers reliable and fast delivery within the UK, with flexible options for customers to choose their delivery location and time.
- International delivery: DHL or UPS are well-known for premium express delivery globally, ideal for time-sensitive international shipments
2.4 B2B delivery:
Regarding B2B delivery in the UK, DPD, UPS, and XPO Logistics are among the top options due to their focus on B2B services, reliability, speed, and ease of use. Carefully analyse their offerings and pricing to determine the best fit for your business needs.
2.5 Environmentally friendly options:
- Pick standard delivery whenever possible to reduce the number of individual trips, minimising your environmental footprint.
- Look for providers offering carbon-neutral delivery or Click & Collect options, like Royal Mail Click & Drop.
- Opt for carriers with carbon offset programs or those investing in electric vehicles (EV) fleets like DPD and Evri.
- Promote pick-up points by encouraging customers to use pick-up points to consolidate deliveries, reducing the last-mile environmental impact.
Bigblue Tips
Bigblue's Shopify Plus Pickup Point Selector app puts the power of choice directly in your customers' hands. They can select their preferred pick-up location before checkout, eliminating last-minute surprises and ensuring a seamless delivery experience.
3. Unlock faster deliveries, happier customers: The power of multi-carrier shipping
Imagine a delivery partner for every situation! A multi-courier strategy unlocks a wider range of options, and will help you boost your conversion rate:
- A backup plan: If your main delivery company has issues, others can still get your products to your customers.
- Optimal shipping costs: You can choose the cheapest option for each package based on size and weight.
- Faster delivery: You can pick the fastest courier for specific locations.
- Happy international customers: More options for receiving and returning products internationally.
- More choices at checkout: Offer customers various shipping speeds and prices.
- Reduced cart abandonment: Customers complete more purchases when having flexible options.
However, dealing with multiple parcel delivery services can be tricky.
By partnering with a 3PL like Bigblue, you can outsource your entire shipping operations and manage easily multiple shipping services in one place:
- Connect to 20+ couriers at a discounted rate negotiated by Bigblue. Save on shipping with our smart-carrier offer that picks the fastest, cheapest option for your delivery needs.
- Keep customers informed with real-time delivery updates and ditch generic courier tracking links! Design branded email notifications and tracking pages to promote your brand directly.
- Leverage Bigblue's carrier network expertise for swift resolution of inquiries, improving customer satisfaction.
Don't underestimate the power of a good delivery partner! In today's competitive online market, a smooth and eco-friendly delivery experience can make all the difference.
By taking the time to understand your needs and compare different couriers, you can ensure happy customers, fewer headaches, and ultimately, a thriving e-commerce business.
Remember, the perfect partner can offer you flexibility, keep costs in check, and even help you reduce your environmental impact.
By partnering with a 3PL like Bigblue, managing multiple couriers becomes easier, ensuring you always have the best option on hand.
Marketing
10 Must-Follow Celebrity Brands in 2024
In 2023, Rihanna's Fenty Beauty claimed the crown as the highest-grossing celebrity beauty brand, generating £477 million in revenue. Following closely behind were Priyanka Chopra's Anomaly Hair Care and Kylie Jenner's Kylie Cosmetics.
Celebrities have always been trendsetters, but now their influence goes way beyond the red carpet. We're talking billion-dollar beauty and fashion empires taking the industry by storm.
Today, we're diving into the top celebrity brands to follow and how A-listers are shaking things up with innovative products and killer marketing strategies.
1. Rihanna - Fenty Beauty
Fenty Beauty launched in 2017 with a bang, 40 foundation shades (now expanded to 50!).
Rihanna drew inspiration from her own experiences and the lack of options that matched a wide range of skin tones.
Fenty Beauty's sales skyrocketed, earning them a spot on Time Magazine's "Best Inventions of 2017" list.
Fenty Beauty's commitment extends to their marketing campaigns that consistently feature models of various ethnicities, genders, skin tones, and body types.
In 2023, the brand generated a revenue of $602.4 million.
Key takeaway
Fenty Beauty champions diversity, evident in its product range and inclusive social media presence.
2. Priyanka Chopra Jonas - Anomaly Hair Care
Launched in 2011, Anomaly Hair Care offers gender-neutral, sustainable hair products free from harsh chemicals.
The brand made quite the buzz during its soft launch in the US and became a global phenomenon in no time.
Despite competition from celebrity brands, PeeCee’s line became the second-wealthiest beauty brand by 2023, surpassing Kylie Jenner and Selena Gomez.
Anomaly boasts an affordable range of shampoos, conditioners, deep conditioners, dry shampoos, and masks.
They stand out for their eco-friendly packaging, made entirely from recycled ocean and landfill waste.
“Anomaly is like six bucks for each product because we spent so little on our packaging. It’s all recycled trash, so you can take the bottle and recycle it again. Everyone should have access to great hair, and it shouldn’t cost us the earth,” PeeCee told ELLE.
In 2022, the brand recorded an impressive revenue of £429 million last year.
Key takeaway
Anomaly focuses on simplicity, affordability, sustainability, quality, and transparency. They successfully carved a unique space in the competitive beauty market by aligning with evolving consumer preferences.
3. Kylie Jenner - Kylie Cosmetics
In 2015, at only 18 years old, Kylie Jenner launched Kylie Cosmetics.
Leveraging her massive social media reach, Kylie Jenner became a walking advertisement for her brand. Her first lip kits sold out in under a minute, crashing the website.
Her success wasn't just about her fame, it was about understanding her audience. Kylie's target market was young, tech-savvy, and glued to their social media feeds.
Kylie tapped into a new way of selling beauty products by creating a brand that spoke directly to consumers. She used platforms like Instagram and Snapchat to cultivate hype and exclusivity.
The brand's success led to rapid expansion with new makeup products at competitive prices.
By 2018, Jenner became one of the wealthiest self-made young women.
Her entrepreneurial drive continued with the launch of Kylie Skin (2019), Kylie Baby (2021), and her clothing line Khy (2023).
The brand reached $380.4 million in revenue in 2023.
Key takeaway
Kylie Cosmetics leverages social media with trendy content, influencer collaborations, and community building to fuel excitement for their brand.
4. Selena Gomez - Rare Beauty
Selena Gomez launched Rare Beauty to challenge unrealistic beauty standards in 2020.
It has garnered the largest Instagram audience among all celebrity beauty brands with 430M followers.
Rare Beauty's social media strategy focuses on TikTok. They use a mix of content including product demos, funny skits, mental health awareness videos with Selena Gomez, and tutorials.
One of their products, the Soft Pinch Liquid Blush, went viral on TikTok, praised for its seamless blendability and natural flush.
Beauty influencers and everyday users raved about the buildable formula and flattering shades, generating millions of views and propelling the product to cult-favourite status.
With #rarebeautyblush exceeding 56.5k posts and #rarebeauty over 422k, Rare Beauty solidified its place in the market, selling over $70 million of the blush in 2022.
Key takeaway
Selena Gomez's transparency turns Rare Beauty into an extension of herself, winning fans with high-quality products.
5. Hailey Bieber - Rhode Beauty
Despite only launching in 2022, Rhode Beauty quickly became one of the most popular beauty brands. It embodies the clean girl aesthetic and has set a new beauty standard.
Rhode sold out within minutes of launch.
On top of that, recently, Hailey Bieber teased Rhode’s new phone case.
It is a low-key genius move, a silicon case where you can fit a Rhode Peptide Lip Treatment or a Peptide Lip Tint (two of their best-selling products) perfectly.
The long-awaited phone case is available on a waitlist and retails at £35.
Hailey Bieber's frequent Instagram promotion turned Rhode's lip treatment into a viral sensation, positioning it as a must-have beauty staple.
Key takeaway
Rhode’s social media focus transcended products, emphasising brand values for authenticity. This fusion of celebrity and fashion-savvy marketing resonated with their target audience.
6. Bobbi Brown - Jones Road Beauty
Jones Road Beauty, makeup legend Bobbi Brown's comeback brand launched in 2020, is thriving on TikTok.
Bobbi Brown is finding a new generation of fans with her honest and down-to-earth beauty advice on TikTok.
Brown dispenses her signature natural makeup tips directly to viewers. A simple strategy of genuine advice that has gone viral.
Brown skips trends and focuses on directly educating viewers, resulting in a loyal following.
This social media success story has translated to major sales growth for Jones Road, achieving $100M in revenue in 2023.
Key takeaway
Jones Road's focus on clean makeup, educational content for mature women, and customer-centric strategies inspires beauty enthusiasts and the industry.
7. Kim Kardashian - SKIMS
SKIMS rose to prominence by offering shapewear in various sizes and colours, catering to all body types and skin tones. It was a major hit with consumers.
With her massive social media reach, Kim Kardashian strategically partnered with celebrities, influencers, the NBA, and Team USA to boost her brand's visibility.
Beyond shapewear, they expanded into loungewear, swimwear, and a men's line.
Their viral campaigns, like the "Ultimate Nipple Bra" and Valentine's edition with Lana Del Rey, highlight their commitment to pushing boundaries and staying relevant.
Skims is valued at over $4 billion in 2023.
Key takeaway
SKIMS has perfected the balance between product innovation, diverse sizing and savvy collaborations sold via viral campaigns.
8. Gwyneth Paltrow - Goop
Gwyneth Paltrow started Goop in 2008 as a newsletter covering lifestyle and beauty topics (150,000 subscribers in year two to over 8 million by 2018!).
After only four years, it’s become a lifestyle brand selling skincare products, supplements, and clothes.
Its growth is attributed to Gwyneth Paltrow's stories – sharing motherhood experiences, favourite restaurants, and tips – fostering a strong community around Goop.
The brand's exclusivity, luxurious and niche wellness products, and limited edition products match really well with their target audience (women, 30s, high-income).
The New York Times reported Goop was worth $250 million in 2023.
Key takeaway
Goop's inspiring rise from newsletter to a high-end brand showcases the power of storytelling and community building.
9. Jessica Alba - The Honest Company
The Honest Company, a name synonymous with clean and conscious living, has grown steadily since its launch in 2012.
Founded by actress and entrepreneur Jessica Alba, the company offers a wide range of personal care, beauty, baby, and household products formulated with safe, clean ingredients.
The Honest Company’s success lies in its social media and influencer marketing that features real mothers and promotes authenticity.
Originally a DTC brand only selling through its online store, they recently recognised the importance of an omnichannel strategy.
To achieve this omnichannel goal, The Honest Company has recently partnered with several major retailers, including Walmart, Publix, GNC, and Ulta Beauty.
In their Q4 2023 report, The Honest Company showed a 10% revenue increase, reaching $90m (£71.2m).
Key takeaway
The Honest Company's commitment to transparency and sustainability has resonated with consumers, making it a leader in the eco-conscious market.
10. Kate Hudson - Fabletics
Co-founded by actress Kate Hudson in 2013, Fabletics has become a billion-dollar brand known for stylish and affordable activewear for women and men.
Their success hinges on their winning £54.99 VIP membership program (with more than 2M members!) that unlocks discounts and personalised offers.
They showcase models with different body sizes to improve customer experience and reduce returns.
It also helps Fabletics gather valuable data on their customer preferences so they continuously improve and refine their products.
Fabletics has a massive valuation of $5 billion and generated over $700 million annual revenues in 2022.
Key takeaway
Fabletics’ success highlights the importance of using customer data and personalisation to create brand loyalty.
In 2024, celebrity brands are transforming the market with innovative and inclusive approaches.
Rihanna, Priyanka Chopra Jonas, and Selena Gomez led brands championing diversity, sustainability, and mental health.
Kylie Jenner, Hailey Bieber, and others blend authenticity with savvy social media strategies, setting new standards in beauty and fashion.
They leverage their star power to not only sell products but also connect with consumers on a deeper level.
Celebrity brands are setting a new standard to follow for e-commerce brands and omnichannel.
Logistics
7 Best Fulfilment Companies in the UK (2024)
Where does the UK rank in the global e-commerce scene? As the third-largest player in the world, the UK is set to expand further and reach $169.49 billion by 2024.
Now, consider this: 85% of online shoppers won’t buy again from a brand after a disappointing delivery experience. Moreover, customers are increasingly demanding quicker and cheaper deliveries (78% prefer to receive their orders within two days).
What does this tell us? Efficient order fulfilment and carrier selection play a huge role in e-commerce success. Selecting the right fulfilment company is vital to stay competitive in the market and meet customer’s expectations.
By considering factors such as fulfilment centre location, pricing, technology, and sustainability commitments, you can find the perfect fit for your needs. We've curated a list of the top 7 UK fulfilment companies in 2024 to simplify this process!
Seven best e-commerce fulfilment companies UK
1. Bigblue - Best overall and ideal for expanding brands across Europe
Bigblue is a fulfilment company that offers end-to-end e-commerce and omnichannel fulfilment services, including warehousing, picking, packing, and shipping B2C and B2B orders to customers globally.
Clients in the UK, such as Clothes Doctor, Serious Tissues, and London Luna, benefit from our expertise in expanding their brands across European markets.
Key features
- 8 warehouses in France, Spain, and the UK for quicker and more affordable European delivery
- A user-friendly dashboard and real-time tracking of inventory and orders
- Optimisation of shipping options with a smart carrier algorithm
- Pickup point app for Shopify store
- Sustainable practices for greener logistics: eco-friendly shipping choices, plastic-free packaging, algorithms to optimise packaging and minimise address errors
- Pre-built integrations with popular platforms like Shopify, Magento, WooCommerce, BigCommerce, Amazon, PrestaShop, Klaviyo, Zendesk, Gorgias, Fastmag, Fnac, Slack, etc.
- Enhancement of customer experience with dynamic delivery dates, accurate ETAs, and branded unboxing experiences
- Simplification of the returns process for enhanced customer satisfaction
Pricing
Our tiered pricing plans cater to a wide range of businesses, from small e-commerce brands with 500 orders a month to large omnichannel brands with +20k orders a month. Our model offers usage-based buyer experience features such as tracking email and returns management.
2. Amazon FBA (Fulfillment by Amazon) - Ideal for high-volume sales of small, low-value items
Amazon FBA (Fulfillment by Amazon): Amazon FBA is a service provided by Amazon where sellers can store their products in Amazon's fulfilment centres.
Amazon then picks, packs, ships, and provides customer service for these products. This service benefits sellers from Amazon's extensive fulfilment network and customer base.
Key features
- An extensive network of Amazon’s 175 fulfilment centres
- Tap into Amazon's vast Prime customer network
- Inventory management and monitoring sales performance
- Fast shipping options including Prime's two-day delivery
Pricing
Amazon charges different fees including inventory storage fees based on space used, monthly sellers' plans with individual ($0.75/item +VAT) or professional ($25/month + other fees) options based on sales volumes.
Referral fees (starting at £0.25 per item sold, varying by category) and FBA fulfilment fees (product size/weight-dependent) also apply. Additionally, be prepared for additional fees including aged inventory, long-term storage, returns, and guideline violations.
3. Bezos.ai - Suitable for small to medium businesses
Bezos.ai offers comprehensive end-to-end e-commerce fulfilment services for small and medium businesses, including inventory management, order processing, and customisable returns solutions.
They cater to various business needs, from direct-to-consumer and B2B to Amazon FBA preparation, with specialised centres for different product types.
Key features
- Extensive network of distribution centres and fulfilment hubs in the UK and 16 additional countries
- Integrations with +30 e-commerce platforms such as Amazon, Shopify, and BigCommerce
- Real-time data tracking and reporting tools
- Customisable branding options for packaging and shipping materials
Pricing
Bezos.ai states that their fulfilment fees begin at £3.18 for standard delivery, £3.50 for next-day delivery, and £6.92 for zero-emissions delivery. Storage fees are approximately £3.20 per cubic metre per week.
Additionally, a software subscription of around £149 per month is required to use their technology. It's important to note that prices may vary based on package size, weight, and final destination.
4. James and James - Specialised in light-weight products
James and James is a UK 3PL provider offering fulfilment services for businesses with as few as 150 monthly orders.
Their scalable solution caters to growing businesses, with cloud-based software providing real-time stock and dispatch updates.
Key features
- Specialisation in light-weight, fast-moving products
- Comprehensive service covering everything from storage to final mile delivery
- Seamless integration with leading e-commerce platforms
- User-friendly dashboard featuring live updates on orders and inventory
- Premium packaging solutions with custom and box designs
- Automated processes enhance efficiency and reduce human error
- Strategic location near major transport links allows quick despatch times
Pricing
James & James fulfilment fees are not explicitly stated on their website. But we know it is divided into fulfilment service, centre, and order fulfilment costs.
5. Bleckmann - Specialised in fashion and lifestyle industries
Founded in 1862, Bleckmann has transitioned from a regional logistics provider to a global entity.
They offers freight forwarding, logistics, and distribution solutions, primarily servicing the fashion and lifestyle industries.
Key features
- Strong expertise in fashion, lifestyle, and sports apparel industries
- Global presence spanning Europe, America, Asia, and Australia
- Different freight options: sea, air, railroad, and road
- Sustainable and socially responsible practices
- Personalisation and in-house photo studio
- Full range of omnichannel fulfilment services
- Dedicated account managers
Pricing
Bleckmann does not share their prices on their website. Like others, Bleckmann likes to work closely with clients to create personalised packages that meet their needs.
6. Zendbox - Focus on stock management with AI
Zendbox is an e-commerce 3PL fulfilment provider that manages tasks from order processing to returns. The company was founded by James Khoury, who sought to address the fulfilment challenges he encountered in his e-commerce ventures.
Zendbox strives to minimise errors and optimise stock allocation by leveraging AI technology for intelligent inventory management.
Key features
- Cross-border fulfilment capabilities, allowing businesses to expand internationally
- Global warehouse locations, enabling efficient and fast deliveries worldwide
- Integration with major online marketplaces and websites
- Smart inventory management
- Premium packaging and branding options for unboxing
- Sustainability focus with environmentally friendly practices
Pricing
Zendbox offers customised fulfilment proposals tailored to your specific needs. The fees depend on order volume and include warehousing, picking and packing, shipping, integration, support, returns, and value-added services.
7. Huboo - Ideal for small businesses
Huboo, a UK-based fulfilment company, caters primarily to small businesses handling low-volume order fulfilment.
Employing an innovative 'hub model' system, Huboo efficiently manages stock by segmenting warehouses into individually-operated units.
This unique approach enables competitive pricing and direct communication with your designated 'hub' manager, offering valuable insights into your stock management processes.
Main features
- Real-time inventory tracking on their online platform
- Integration with leading platforms and marketplaces
- Support for various sales channels, ERPs, and couriers
- Multiple UK, European and US fulfilment warehouses
- Custom packaging options
- Returns processing, inventory restocking and platform to track
Pricing
Subscriptions start at £50 for businesses that dispatch a maximum of 300 units per month, and cap at £450 per month for up to 5,000 units. Storage fees vary from 6p to £1.15, while packaging costs range from 35p to £3.39.
Huboo offers two types of services for shipping items: a partially tracked service by a third party courier and a fully end-to-end tracking service. The rates for individual items start from £1.36 up to £9.56. These fees include receiving, picking, packing, and delivery/courier costs.
2. Essential features for a fulfilment company
Finding the right third-party logistics (3PL) partner is essential for e-commerce merchants striving for growth and operational excellence. Drawing from industry expertise, we've outlined key attributes that distinguish top-tier fulfilment service providers:
- Ideal e-commerce fulfilment providers strategically situated centrally located warehouses near dominant consumer demographics
- Sophisticated inventory management to closely monitor supply levels aligned with sales velocities and seasonal shifts
- Lightning-quick order picking ensures minimal latency from request origination to item retrieval
- Thoughtful parcel construction deploys adequate protective material, accurately weighs consignments, and combines shipments when feasible
- A variety of shipping options caters to diverse expectations regarding delivery durations and associated expenses
- Streamlined returns coordination includes predefined approval stages, evaluation criteria, and updated inventory records
- Comprehensive platform integration allows automatic syncing, flags missing transactions, and prevents potential fraud
- Easy-to-navigate customer portals facilitate self-service configurations, real-time tracking, and archived transaction reviews
In summary, as the UK's e-commerce industry thrives and consumer expectations rise, selecting the right fulfilment partner becomes crucial for any e-commerce business.
With the market projected to reach £169.49 billion by 2024, businesses must navigate a landscape where fast, reliable, and sustainable fulfilment solutions are essential.
This curated list of top fulfilment centres in the UK offers a wide range of services, including same-day delivery, transparent pricing, and dedicated account managers, ensuring a seamless fulfilment process for businesses of all sizes.
E-commerce businesses can make customers happier, save money on shipping, and improve their operations instantly by using order fulfilment services. These services can be connected to e-commerce platforms and sales channels. It allows for a seamless process that benefits both the business and the customer.
Bigblue is your one-stop fulfilment solution for efficient and scalable e-commerce logistics. From strategically placed warehouses across Europe to smart shipping algorithms and eco-friendly packaging, we optimise every step. Reduce costs, improve efficiency, and delight customers with faster deliveries and a seamless experience. Get a quote today and see how Bigblue can transform your e-commerce business.
E-commerce trends
How Obvi Achieved $40M Revenue in Just 5 Years
Meet Obvi, the game-changing collagen supplement brand taking the world by storm!
Originally a direct-to-consumer (DTC) brand, Obvi quickly garnered attention with its innovative products, distinguished by their vibrant packaging and delightful flavours, swiftly evolving into an omnichannel brand.
In this article, we unveil all the secrets behind Obvi's success, including its thriving community, innovative marketing strategies, and exceptional user experiences.
1. Obvi overview
1.1 Brand history and founding
Founded in 2019 by e-commerce experts Ronak Shah, Ash Melwani, and Ankit Patel, Obvi aimed to shake up the collagen supplement market. They were familiar with the health industry and were running a marketing agency together.
They noticed most collagen products were boring, looking “old”, and not tasty. Seeing an opportunity for excitement, they launched Obvi with a fun brand identity and colourful packaging, standing out in the traditional health supplements market.
1.2 Omnichannel expansion
Obvi started as a DTC brand, launching on Shopify and initially acquiring customers through Meta ads.
However, the founders quickly recognised the importance of an omnichannel approach and expanded Obvi's presence to include Amazon, The Vitamin Shoppe, and other retailers.
In 2023, the company's DTC channel accounts for approximately 70% of its sales, with the remaining 30% coming from its B2B partnerships and retail channels.
In just five years, Obvi has grown massively, making over $40 million in revenue in 2023, selling in over 75 countries, and gaining 200,000 customers worldwide.
2.Obvi’s marketing strategy and rise in popularity
2.1 Building a thriving community
The cornerstone of Obvi's meteoric rise lies in its community-centric approach.
With over 82,000 members in their Facebook group, they mastered the art of community building.
Obvi cultivates a vibrant community by encouraging interaction across all channels. Whether you visit their website, engage with the chatbot, receive an email or an SMS, or interact on social media, they'll nudge you to join their Facebook community. This focus on accessibility fosters a space where users can connect and engage directly with the brand.
The founders themselves actively participate in the community, fostering open communication. They engage in discussions and answer questions directly, building trust and transparency with users.
Obvi prioritises genuine community growth, valuing both positive and negative feedback. They believe honest feedback is crucial, and to ensure authenticity, they don't edit out comments to maintain an unrealistic, overly positive image.
Product launches are exciting news, not sales pressure. Obvi focuses on informing the community about new offerings. Announcements are phrased with an informative tone, inviting users to explore new products if interested, rather than pushing for immediate sales.
This group has not only increased customer lifetime value (LTV) but has also become a place for feedback, product innovation and product launches.
For instance, the introduction of their best-selling Caramel Macchiato collagen flavour was the result of direct community engagement. By allowing customers to vote for their preferred flavours, Obvi not only ensured product success but also deepened customer loyalty and involvement.
They also launched a special “Club Obvi" with a $129 yearly subscription to get perks like a 25% discount, free shipping, early access to new drops, exclusive sales events, cash back, gifts at signup and weekly raffles.
2.2 Multi-platform advertising approach and influencer marketing
Obvi's multifaceted marketing strategy harnesses Google Ads, Meta Ads, and TikTok ads to maximise brand visibility and consumer engagement.
Starting with a modest budget of $100 per day on Meta Ads and a clear ROI target (three times Return on Ad Spend - ROAS), Obvi gradually scaled their ad spend as they achieved their ROI goal. As a reference, in April 2022, their ad budget was $18,000 a day on Meta and $2,000 a day on TikTok.
Influencer partnerships, particularly with TikTok micro-influencers, have played a crucial role in producing content that authentically resonates with their audience, showcasing Obvi's agile approach to marketing across platforms.
2.3 Optimising the digital experience to drive conversion
Obvi's website stands as a model of user-centric design, facilitating easy navigation across a broad product range. Through quizzes and intelligently categorised products, the site guides users to solutions that fit their specific needs. You can also receive gifts during the checkout process!
The brand creatively encourages larger purchases through bundles and related product suggestions, successfully increasing the average order value.
They also create a sense of urgency through limited-time offers, exclusive products, or limited stock to drive sales by encouraging customers to make quick purchasing decisions.
2.4 Personalised email campaigns and SMS marketing with cashback incentives
Obvi has devised a comprehensive email and SMS marketing strategy aimed at acquiring, nurturing, and retaining customers effectively.
They strategically integrate email and SMS, viewing them as complementary rather than competing channels, and focus on personalisation and segmentation to optimise customer engagement.
Their email and SMS campaigns spotlight new flavours, discounts, and product benefits, contributing to higher engagement and cost savings.
As Obvi grows, its dedication to top-notch collagen supplements and a lively community remains unchanged.
With smart influencer partnerships, precise ads, a user-friendly site, and imaginative emails, Obvi stands out in health and wellness.
What's next for Obvi? How will Obvi keep its fans engaged? Stay tuned to see Obvi's continued success!
E-commerce trends
Decoding Oh Polly's Social-First Brand's Viral £113M Success
Oh Polly has taken the fashion world by storm. Founded in 2015, the DTC brand has become synonymous with trendy, stylish dresses designed to turn heads.
According to Retail Gazette, Oh Polly's revenue skyrocketed to a record-breaking £113 million by April 2023.
Oh Polly's success story goes beyond eye-catching designs. They strategically use TikTok to become a viral sensation, generating massive user engagement and impressive sales growth.
This article explores the secrets of Oh Polly's social media success, and how they built a community.
1. Oh Polly has cracked the code on User-Generated Content (UGC) and influencer marketing
In 2019, Oh Polly was recognised as the UK's 5th most actively engaged clothing retail brand on social media. Oh Polly's social media has over 9 million followers worldwide.
They understood quickly the great potential of UGC and the virality power of the TikTok platform.
Oh Polly's marketing strategy focuses on leveraging authentic content created by influencers and everyday customers. This approach resonates deeply with today's consumers, who crave authenticity over traditional advertising.
After all, a whopping 56% of consumers say the types of content they most want to see from brands are user-generated photos and videos.
The hashtag #ohpolly, has garnered more than 2.4 billion views on TikTok and over 50K posts and more than 250k posts on Instagram.
UGC like unboxing videos, try-on hauls showcasing their latest styles, and even outfit inspiration featuring trendy themes resonate deeply with their audience. This focus on UGC helped them boost sales and build trust with their followers.
Taking community building a step further, Oh Polly understands the power of collaboration.
They partner regularly with relevant influencers like Denise Mercedes or Madeleine White and brands who embody the Oh Polly style and resonate with their target audience.
For example, their collaboration with the fashion doll line Bratz captured a youthful, nostalgic vibe that resonated with fans of the early 2000s "Y2K" aesthetic.
Additionally, their collection with Ekin-Su Cülcüloğlu, a popular contestant from the reality show Love Island, capitalised on the reality star's immense social media following and fashion influence. The limited collections, featuring embellished dresses and daring necklines, sold out instantly!
2. The Oh Polly Girl aesthetic phenomenon
The TikTok community thrives on aesthetics, embracing even the most niche trends. The lifespan of these trends is often unpredictable, as evidenced by the whirlwind of seasonal trends, film-inspired aesthetics (Hi Barbie!), and cultural moments that defined 2023.
Prime examples are the “- girl” trends like “clean girl”, ‘that girl” or the “cottagecore” aesthetics. However, one newcomer stood out: the "Oh Polly Girl".
This trend represents the ultimate party girl, with her love for dresses, heels, and glitter.
Oh Polly's success on TikTok exemplifies the art of capitalising on trends to cultivate a vibrant brand community. They recognised that it's not just about selling dresses but about creating a lifestyle that deeply resonates with their target audience.
3. Boosting brand engagement: Experiential marketing with pop-up stores and fashion shows
Oh Polly takes its brand beyond social media by hosting regular events such as pop-up stores in key locations like Los Angeles and Liverpool.
They also organise fashion shows, creating an exclusive atmosphere and anticipation for their collections. These activities strengthen the brand's connection with its audience and generate a lot of social media interest.
One of their TikTok about their 2024 fashion show got viewed more than 22M times and received 2.4M likes!
4. A sustainable future? Addressing fast-fashion concerns
Oh Polly's success comes amidst ongoing conversations about the environmental and ethical implications of fast fashion. The industry is known for its reliance on mass production, often with concerns about labour practices and the environmental impact of textile production.
Oh Polly has taken some initial steps towards sustainability.
Here's a breakdown of their initiatives:
- Carbon-free deliveries: Oh Polly partnered with Packfleet to offer carbon-free deliveries in London. This initiative reduces their environmental footprint within the city.
- ZOA clothing rental service: This collaboration allows customers to rent Oh Polly dresses for specific occasions, promoting a more sustainable approach to fashion consumption.
- Charity: Since 2016, they have donated a total of £953,869.05.
- TENCEL™ Modal: This more sustainable fabric made from wood pulp appears in select Oh Polly collections, offering a lower environmental impact option for consumers.
- Clothing donation system: Oh Polly offers a way for customers to donate pre-loved clothes for a discount code, in collaboration with The Salvation Army.
- Sustainable packaging: Oh Polly's mailing bags are made from 50% recycled materials and use FSC card boxes, promoting responsible sourcing and recycling.
However, there's still room for improvement. Moving forward, Oh Polly could focus on increasing transparency in their supply chain or extending the use of sustainable fabrics across their collections.
Oh Polly's meteoric rise isn't just about trendy dresses, it's about cracking the social media code. They turned followers into brand ambassadors, using TikTok to fuel a UGC goldmine that skyrocketed their revenue.
Can they keep the party going while navigating the tricky world of sustainable fashion? Only time will tell, but one thing's for sure: Oh Polly's a masterclass in social-first branding.
