From Physical Store to Online Focus: Neem London’s eCommerce Evolution with Nick Reed (episode 540)
Nick Reed is the founder of Neem London, a men’s fashion brand focused on making climate-conscious clothing. He also has a phenomenal background in men’s fashion buying – he was instrumental in taking Charles Tyrwhitt from £10m to £200m. He spent 4 years driving buying efficiency at Moss Bros. Neem London was founded in 2021, and sells via its Shopify store & London shop. They now are doing £400-£500,000 a year.
Listen now for free:
Subscribe on your Favourite Podcast App
Dive in:
[03:53] Store Relocation and Expansion Strategy
[07:11] The Challenges of Fixed Costs
[13:39] “Creating a Welcoming Store Atmosphere”
[15:02] Evaluating Customer Acquisition Costs
[19:18] Strategic SEO & Branding Focus
[22:36] Listen to Nick’s Top Tips!
Optimise Email Marketing
Neem uses Klaviyo to its full potential. They create different email flows for various customer behaviors. This includes abandoned carts and thank-you messages. They also segment their weekly campaigns for different engagement levels. Crucially, they consistently monitor email performance data to improve results.
Employ Strategic SEO with a Focus on Valuable Content
Nick shares that Neem carefully selects its SEO keywords. They create videos and blog posts that target these areas. Their content provides value to their target audience. This approach helps them rank better in search results.
Diversify Traffic Sources
Neem effectively uses various platforms to drive traffic. This includes their online store, physical pop-ups, and social media. They are also experimenting with YouTube Shorts and Pinterest. This multichannel approach helps them reach more customers.
Use Physical Events for Customer Acquisition and Engagement
Nick says that Neem sees pop-up shops as a way to acquire new customers. They create fun and engaging experiences at these events. They also collect customer data to measure the success of these events.
Adapt Business Strategies Based On Performance and Learnings
Neem isn’t afraid to pivot its business model. They shifted their focus from physical stores to online sales. They also adjust their event strategy based on what they learn. This flexibility helps them optimize their operations.
eCommerce Book Top Tip
- Nick recommends two podcasts:
- HUNGRY.Podcast by Dan Pope
- Brand Growth Heroes Podcast by Fiona Fitz
eCommerce Traffic Top Tip
- SEO and Pinterest
Tool Top Tip
- Telegram instant messaging service
Carbon Top Tip
- Know your supply chain.
Interview links
- Check out Neem London
- Nick on LinkedIn
- Listen to Nick’s previous episode where he talks more about the brand and its climate-conscious purpose
Related Episodes
- Growing a sustainable fashion business to 7-figures with Encircled’s Kristi Soomer (episode 337)
- Serving 160k Customers Custom Fit Fashion with Jess Fleischer, Son of a Tailor (episode 456)
- How WORN Built a Sustainable Brand & Performance Product that Lasts with Bryan Marville (episode 503)
Without the sponsors the podcast wouldn’t be possible – please do check them out:
Promotions work, but they damage brands and margins.
RevLifter’s intelligent offers drive results by using behavioural signals to target the right customers at the right time.
When Radley London partnered with RevLifter, they saw:
- 15% more conversions
- 20% higher AOV
- 8% savings on promotional costs
Stop wasting discounts on people who’d buy anyway. Try RevLifter free for 90 days—they handle the heavy lifting. Visit RevLifter to learn more.
Full transcript to read & download:
Like to be a guest? Apply Here‘