We recently had the pleasure of sitting down with Anneli Gustavsson, Brand & Marketing Manager at Holebrook Sweden, Paulina Görlin, E-commerce Manager at Holebrook Sweden, and Gunilla Esbjörnsson, CMO at Viskan, to discuss Holebrook`s challenges, strategic adaptations, and plans to revitalize the brand and expand markets. Learn how Holebrook Sweden harnesses the power of Viskan and Lipscore to bolster its digital strategy, setting the stage for future growth and success in a highly competitive landscape.
Founded on the Swedish west coast in 1999, Holebrook Sweden has made a name for itself with its signature knitted sweaters and commitment to sustainability. “Sustainability has been at the core of our mission from the start,” Anneli shares.
Sustainability is a part of Holebrook’s DNA. It’s reflected in their business model and in their brand strategy. It’s based on a down-to-earth approach to sustainabililty, beginning with wool, cotton, mohair, and alpaca, natural materials that dont need to be washed as often, prolonging the life of the garments and reducing its impact on the environment. Holebrook’s clothes are timeless and made for the seasons, not the trends. All clothing is made in Europe by suppliers who share their strive and commitment to quality and sustainability,
So how has Holebrook sustained its growth? Their dedication to sustainability has fostered a deeply loyal customer base. “We have many returning customers, which is quite unique, and it shows in our reviews”, Anneli says. “In the past, with lower sales volumes, we could send personal letters to each customer. While we can`t do that anymore, Lipscore has made it easier to maintain a close connection with our customers.” Anneli adds, “We still feel very close to our end consumers.”
Holebrook’s partnership with Lipscore has been integral in their strategy, directly shaping product design and development. “Customer insights are essential; they guide us in refining our offerings and ensuring our designs align with the market demands,” says Paulina.
Equally important is their collaboration with Viskan. Gunilla highlights that it has been five years since Viskan began powering Holebrook’s e-commerce platform. While traditionally focusing on building its identity through physical stores, a strategic digital shift is well underway. Anneli emphasizes, “Enhancing our website is crucial, and we aim for Holebrook’s online presence to contribute to 15% of our revenue within the next two years.”
Since integrating Lipscore in November 2022, Holebrook Sweden has experienced impressive engagement, with a 16% response rate on reviews. “This high level of engagement reflects our customer’s eagerness to share their experiences, which is invaluable for our continued growth,” Paulina comments. “Based on my experience, Lipscore provides a highly competitive tool that simplifies how businesses can respond to reviews and streamlines the process for customers to provide ratings and reviews.”
Leveraging the product attributes provided by Lipscore has further deepened Holebrook`s understanding of customer preferences. “Customer feedback is important in finding out how our garments are received in terms of quality, fit, and size. Additionally, it empowers customers to guide each other toward the right size, significantly enhancing the overall shopping experience,” the E-commerce Manager further explains.
Between 2022 and 2023, Holebrook Sweden saw remarkable growth in its e-commerce turnover. Anneli remarks “It was a strategic decision by management to focus on developing and investing in e-commerce. We directed traffic toward e-commerce using multiple channels, and several successful campaigns also fueled this growth.”
Managing the balance between online and physical sales can be a challenge, Gunilla states. Holebrook Sweden collaborates closely with retailers to ensure sales channels work harmoniously together. “Strong dialogue with our agents and retailers boosts sales across channels,” says Anneli. Anneli continues, “Viskan`s platform has been instrumental in this journey, giving us the tools to expand into international markets and Viskan has been an important partner in Holebrooks`s digital transformation journey.”
The company is embarking on a brand revitalization journey while expanding into new markets. Paulina shares, “We`re improving our website`s design to make it more accessible, focusing on user-friendliness and streamlined content.”
Anneli elaborates further: “We`re at the beginning of a brand journey that will involve significant transformation, with analyses of new markets and target groups already underway. We`re removing unnecessary information from our online store and improving its design. This transformation will happen in stages, starting with engaging agents and distributors. As for direct-to-consumer changes, we anticipate most improvements will be in place within a year.”
Paulina shares her excitement about the high response rate they`ve received. “Our somewhat older demographic is very eager to provide feedback when satisfied with our products. This aligns perfectly with our target audience, while younger demographics seem less inclined to give ratings”. “However, as we progress in our brand journey and look to rejuvenate our demographic, it will be intriguing to see if we can sustain this high level of engagement.”
Looking ahead, Holebrook plans to harness Lipscore data more efficiently. “We`re committed to our brand journey, focusing on key KPIs for Lipscore and e-commerce. This will help us derive insights and make impactful changes. Establishing these KPIs is crucial for understanding and showcasing the loyalty of our customer base, enabling us to leverage it more effectively in the future,” Paulina concludes.
As Holebrook Sweden advances its journey with the technological support of Viskan and Lipscore, their commitment to sustainability, quality, and customer-focused operations is stronger than ever. These partnerships not only enhance the brand but also lay a strong foundation for future growth and success in a fiercely competitive market.
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