Varley was founded in 2015 by couple Lara and Ben Mead, with the former the brand’s Chief Creative Officer. The brand we know today began as a merging of their passions and affinity for the aesthetic, wardrobes and lifestyle of London and Los Angeles, between which they split their time. They created Varley to celebrate all modern women, providing her with a wardrobe of timeless contemporary pieces, designed for how she moves and lives.

Ecrubox partnered with Varley in 2019 on a mission to drive its ecommerce strategy and deliver digital growth to increase revenue and brand awareness. Our initial services proved to deliver strong results and were the foundation of a long-lasting relationship with the Varley team and their marketing department.

Ecrubox works in ways other agencies can’t replicate. To achieve success with Varley we became a part of their day-to-day world – integrating with their team, their culture, and their wider agency mix. It’s as if we’re on the payroll, not just a retainer.

Methodology approach

• Build brand awareness via all digital channels
• Optimise the end-to-end customer experience
• Build loyalty and increase lifetime value

Methodology delivery

• Comprehensive digital marketing mix
• UX/UI consulting and guidelines
• Bespoke technical development
• Shopify systems and tuning

In just three years Varley saw extreme growth through a laser-like strategy delivered by Ecrubox and the internal Varley team. It is now a multi-million-dollar business, reaching customers in the USA, UK and Europe, and is available in more than 1000 stores worldwide. The retained partnership goes from strength to strength with Ecrubox continuing as the key digital development agency through 2024.

Founded in 2017, Curlsmith create products for curly hair. The Ecrubox team were brought in to drive an increase in online sales by working closely with its founders and internal marketing team from March 2021 to April 2022 on a digital growth strategy.

Ecrubox designed and built a new website to optimise the site’s conversation rate alongside a user experience programme and integrated performance marketing support to target its core target market. The team created Curlsmith’s first TikTok ads, plus a Facebook and Instagram advertising strategy. This helped to turbo charged Curlsmith’s launch in Germany. The result? Exponential growth. Ecrubox recently celebrated with the client when Curlsmith was bought for $150million.

Heather Horton, CEO of Ecrubox says; “We’re known for breaking the rule book to help support company growth for our clients, but this project was off-the-scale. We are thrilled Curlsmith has become part of Helen of Troy’s portfolio. It’s an exciting time for the company as we know even more people will fall in love with it.”

This tightly integrated approach paid off and in just one-year Curlsmith’s D2C ecommerce revenue doubled from $5million to over $10million. This stellar growth caught the eye of beauty product investors Helen of Troy who welcomed the haircare brand to its extensive portfolio.