Osprey London, the premium British bags and accessories brand, has reported Q1 revenue increased by 48% YOY, with online conversion rates increasing by 13%, following the launch of its digital flagship on Centra, the fashion ecommerce platform. 

Osprey says its goal in replatforming was to ‘inspire discovery at every click’. With its digital flagship store, designed by ecommerce design agency, Grebban, now reflecting the brands unique character website traffic has doubled since relaunching last year.

Founded from a hayloft in Hertfordshire in 1980, by Graeme Ellisdon, the company has evolved into a leading independent British heritage label with all aspects of the business, from design and creative direction to management remaining family-run.

The brand also recently launched DTC sales into the US. By focusing on storytelling through content, as well as hyper-localisation, Osprey delivers each geography a tailored shopping experience, with multiple markets easily managed from a single backend in the platform.

“Working with Shopify in the past and having different markets and different regions was really challenging and time-consuming. With Centra, being able to control whether a bag is in stock and available at a certain price in one market or another, all in the same display and variant is amazing.”

Lana Rush, Head of Marketing, Osprey London

The brand is also leveraging the ‘halo effect’ of wholesale to drive traffic to its DTC channel. It recently partnered with a wholesale distributor in the USA, making products available in 39 stores across this new market and tapping into a new customer base to fuel direct-to-consumer growth.

Global fashion and design company, H&M Group, announced recently it was investing in Centra, taking a minority stake in the specialist fashion and lifestyle ecommerce platform.