A new activewear range for the iconic British brand. We built the digital infrastructure and operational model from scratch to scale up across Europe, the UK and the US.
Revenue growth last 12 months
Increase in skilled traffic in 12 months.
International expansion in 12 months.
Aquascutum Active was launched as a new project and therefore had no digital presence. From the outset, the brand had to grapple with a number of strategic and operational challenges.
It was necessary to define a clear positioning: the new line had to convey a modern, high-performance identity, without losing sight of Aquascutum’s heritage, authority and historical prestige.
Furthermore, the project required the development of an international system capable of managing cross-border sales, tax and logistics issues, localisation for different markets, and a customer experience befitting a premium brand.
Added to this was a delicate market context, marked by the presence of products linked to previous licences—often sold through off-price channels—and by the proliferation of unauthorised uses of the brand across various digital channels. A situation that made it all the more important to work rigorously on control, consistency and the protection of brand value.
The challenge was not simply launching an international e-commerce. The real challenge was building credibility around a new line, making it perceived as a natural evolution of Aquascutum's DNA.
It was necessary to bring the brand back to a contemporary dimension, while preserving its distinctive codes. We needed to speak to a new, more digital and international audience, without alienating those who recognize a well-defined history, style, and identity in the brand.
In summary, the project required:
➤ Preserving the brand's heritage positioning during digital growth
➤ Building a premium, international, and scalable e-commerce ecosystem
➤ Correctly managing tax, logistical, and operational complexities in the European, UK, and US markets
➤ Localizing experience, content, languages, currencies, and service for different markets
➤ Reorganizing and reactivating a dispersed fanbase
➤ Strengthening brand protection also in the digital sphere, through monitoring, oversight, and strategic protection of online assets.
We worked alongside the licensee, who carried out an extraordinary development project, following a structured approach that transformed a project with no digital presence into a solid, coherent and growth-ready international platform.
The work was developed along five strategic lines:
➤ Building the brand positioning
We began by redefining the brand narrative. We worked to highlight Aquascutum’s historical heritage, translating it into a contemporary offering that is credible and relevant to the activewear audience.
It was not a question of ‘reinventing’ the brand, but of interpreting its DNA in a coherent way: British heritage, authority, perceived quality and a modern vision of lifestyle.
➤ Setting up the digital ecosystem
We designed and developed a dedicated DTC e-commerce channel, built to premium standards, with particular attention to imagery, commercial structure, the customer journey and brand consistency.
Every element was designed “in collaboration with the brand owners” to support a high brand perception: from content architecture to catalogue quality, right through to control and management processes.
➤ International Localisation
We have rolled out the project across 50 countries, configuring languages, currencies, business processes and logistics to meet the needs of different markets.
Internationalisation was not approached as a mere geographical expansion, but as a controlled adaptation of the shopping experience, with the aim of maintaining premium standards even in complex cross-border contexts.
➤ Community and audience re-engagement
In parallel with commercial development, we worked on re-engaging and reorganising the fanbase, gradually rebuilding the relationship with an audience that had, over time, lost clear points of reference.
This work also gave rise to a customer loyalty framework, with initiatives dedicated to the community and to building a more ongoing relationship with premium customers.
➤ Online brand protection and consolidation
We also supported the project in protecting digital assets and the brand’s online presence, taking action on strategic domains, monitoring activities and reporting instances of non-compliant use of the brand.
This work helped to create a more orderly and consistent environment, essential for sustaining international growth without compromising the brand’s perceived value.
The pre-order module transforms waiting into a purchase commitment for drops and exclusive products.
International expansion risked compromising the luxury experience due to tax and logistical complexities. The cross-border system manages 50 countries with full localization while maintaining premium standards.
Heritage customers didn't have a dedicated channel that reflected the brand's positioning. Club Check creates an exclusive ecosystem with priority access and tailored benefits for premium members.
Why this project was different:
Aquascutum Active didn’t simply require e-commerce expertise. It demanded an understanding of the brand, international management skills and a strategic vision capable of balancing heritage and innovation.
We worked on all these levels simultaneously: positioning, digital infrastructure, localisation, community building, brand protection and commercial growth, whilst allowing the brand to evolve naturally.
It is this balance that made it possible to transform a new line into a credible, high-performing international project – one of the most interesting on the European scene in recent years.
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