The brief
Built Different had already solved the hard part. They make t-shirts that fit big, tall and broad men in sizes L to 6XL, a genuinely underserved market, and they had grown to fifteen million a year in revenue and a place on the FEBE Growth 100 list of Britain’s fastest growing private companies.
What they did not have was a website that matched. The store was Shopify, but basic and outdated, with no conversion work behind it and no sensible way to buy more than one item. On a business that size, every point of conversion rate is a large number.
What we did
We rebuilt the store around how people actually buy from a range like this, then built a pack builder from scratch. It turned out to be the single biggest revenue driver on the site, which makes sense for a brand where a customer who finds a fit that works rarely wants just the one.
The site came first on purpose. Running the conversion work against the media strategy that was already in place meant the change could be measured rather than assumed. Once it was proven, we took on Meta and Google too, so the site and the accounts are now run by the same team.
