Overview
Ecrubox has supported Varley from its early-stage growth through to its current position as a major name in luxury lifestyle apparel. We have worked as advisors at every level and across every digital department, guiding the brand through rapid expansion while helping to preserve the clarity and confidence of its identity.
Services Provided
Brand and Strategy
Soul of the Brand development
Brand positioning and narrative
Board Advisory: Strategic guidance
Performance and Planning
Paid social management
Paid search advisory
Large-scale campaign planning
Hands-on optimisation across a significant volume of campaigns
Complex budget allocation and forecasting
Comprehensive testing and refinement of creative and audiences
E-commerce and Development
UX and conversion improvements
Technical audits and performance fixes
Akeneo PIM integration and consultancy
Accessibility Audits
Disaster Recovery Program
Retained development support
Maintenance of tech stack supporting over 45 third-party applications.
Retention and Email
Segmentation and audience planning
Email performance marketing
Loyalty and retention strategy
Content and Social
Creative asset production
Short-form digital content for ads and organic
Workshops and Consultancy
Strategy workshops
Growth planning for founders and teams
Our Approach
As a long-term retained partner, Ecrubox provides Varley with a mature and dependable enterprise-scale multi-channel performance strategy. We support the brand with complex campaign operations, high-volume creative iteration, and rigorous budget planning across multiple territories.
Alongside this, we have strengthened user experience, shaped clear digital behaviours, and supported the integration of Akeneo PIM to ensure product information can be managed with greater precision across the brand’s expanding digital environment.
The Challenge
Varley’s growth brought significant digital complexity, including international expansion, sophisticated technologies, and large-budget performance marketing.
The challenge was to maintain a calm, premium aesthetic while supporting rapid scale, ensuring that every channel and system remained aligned, stable, and commercially effective.
With an ever-growing and complex third-party application tech stack, we made the decision to move to Headless Shopify in 2024, partnering with Sanity CMS and Shopify hosting to enable exponential growth for the Brand in the forthcoming years. Varley drives a very high level of customisation for all of its application partners, and a headless environment makes this approach far more efficient and easier to manage.
Our responsibility is always to manage this complexity without compromising the character that makes the brand so distinctive, and
The Result
Varley now operates with a refined multi-channel digital structure, an enterprise website and technical environment, stronger regional clarity, and predictable performance outcomes.
Acquisition channels are steady, retention remains strong, and the wider digital experience continues to evolve through ongoing development.
The partnership remains active and long-term, with Ecrubox continuing to advise and support the brand as it grows even further.