Ibex

In 2006 this wool based technical clothing outfitter was struggling selling its high end product into technical outdoor wholesale distribution channels. A square peg attempting to fit into a round hole, the quest was to redefine the brand to broaden its appeal in preparation to grow its direct to consumer channel, explore retail and launch a direct to consumer catalog.

• 2,000% growth in customer file by 2011
• Grew company as a whole 3X in five years 
• Grew direct 4X in five years 

Segment

Casuals

Loyalists

Cheerleaders

KPI's

Contribution Dollars

Overall Customer File

Loyal Customer File