Lakeland Leather

Ecommerce success for the UK's largest independent leather retailer

  • Magento Support
  • Amazon Advertising
Lakeland Leather
Who's the client?

Lakeland Leather is the UK’s largest independent leather retailer. The retailer trades online and in their 15 stores across the UK, embracing multichannel and ecommerce.

The retailer selects and designs their products from their head office in Ambleside, taking inspiration from the countryside, their natural surroundings and the wider fashion world.

With 60 years of experience under their belt, the established retailer understands their customers and their product and continue to grow and thrive year after year.

Their objectives & targets

The Lakeland Leather team identified the need for an experienced Magento agency to take their existing ecommerce site to the next level and help grow their online sales. They approached Fluid and we worked with them to optimise and maintain their site, whilst also managing their Amazon marketing and advertising.

What we did


The peak trading period, including BFCM and Christmas, are crucial to ecommerce brands, and Lakeland Leather’s strategy was to take advantage of peak trading to supercharge the ecommerce brand’s high-growth and highlight the brand as an industry leader in fashion and fashion accessories. The brief was for aggressive growth at the most brutally competitive time of year on the world’s biggest ecommerce marketplace.

Alongside creating an Amazon Brand Store to better showcase their range, we managed over 300 campaigns with a combination of Automatic, Keyword, Category and Product targeting across both Sponsored Product and Sponsored Brand Ads to drive sales.

We also optimised existing content for the A9 search algorithm by identifying and including relevant, high traffic keywords and rewriting content to clearly communicate to users the brand, style, material and features of key products.

View project

The campaign delivered exceptional revenue growth and return on ad spend, even with a reduced ad spend than originally planned.

Lakeland Leather exceeded their revenue growth and saw exceptional year-on-year success during Q4 2018 with:

  • 128% increase in Amazon sessions
  • 98% increase in Amazon orders
  • 87% increase in revenue from Amazon
  • 29% increase in ROAS

Lakeland Leather are one of our flagship Amazon Advertising clients and the site and campaigns have delivered exceptional growth in a highly competitive vertical.


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