BEYOND BABY STEPS

910% ROI: what happens when you take a running jump at reinvention

AMBITION

Cornwall babywear company, Cut for Cloth, had done well selling clothes which fitted over washable real nappies. Trouble was, they’d hit a plateau with both brand and product lines. They came to us looking to transform themselves into a brand with international appeal, one which could honestly describe itself as the leading organic childrenswear designer-retailer in the UK and beyond.

SOLUTION

A rigorous, comprehensive rebrand. More than just a new name (which arose from our ‘name game’ process), we helped the company to create a whole new identity, tone of voice, customer-engagement strategy and social media presence (at a time when these platforms were still new and emerging). ‘Planet Frugi’ was an early example of customer experience, moving the company on from a committed but small niche, repositioning it as a broader, more accessible and engaging brand.

RESULTS

As rapid as they were remarkable. Post-rebrand, turnover rocketed from £546K to £1.6m in the second year, representing a 293% increase in two years. International business became  responsible for 64% of the company’s turnover. Staff numbers didn’t just rise – from 8 to 13 – so did morale, as the new brand energised staff as much as customers. In 2016, The Sunday Times named Frugi in its ‘Ones to Watch’ list.

1%

INCREASE IN TURNOVER WITHIN 2 YEARS OF REBRAND

‘‘OUR REBRAND IS QUITE POSSIBLY THE MOST LIBERATING, AND EFFECTIVE, THING THAT WE COULD HAVE DONE.’’

Lucy & Kurt Jewson, Founders, Frugi