Shamrock Linens is a classic family-run business in Wiltshire, now at a turning point as the next generation plans to take over.
With decades of high-street history and a new drive for digital, the brand faces big questions: How do you market hundreds of fabrics? Should you focus on ecommerce or local footfall?
Here’s what we learned from our conversation.
Business background
Shamrock Linens is a long-standing fabric, curtain, and household linen shop based in Devizes, Wiltshire. A fixture on the high street for nearly 70 years, the business generates around £30,000 per month through retail sales, and an additional £1,000–£2,000 online.
The team consists of four to five members, with Tom preparing to step into the leadership role from his parents.
Key marketing challenges
The business currently spends around £1,000 a month on marketing, primarily using Meta and Klaviyo, but has done very little in terms of local promotion.
They’ve struggled to market their vast fabric range on Google Ads due to too many options and no clear bestsellers.
Their made-to-measure orders present additional hurdles, as variable pricing makes online setup complex.
On Meta, they’ve been sending fabric samples, but these haven’t translated into sales, making sampling an expensive tactic that’s currently not paying off.
Where the business wants to go
In the short term, the goal is to grow revenue back to £450,000+ annually, with an additional £100,000 in sales over the next year. Longer term, Shamrock Linens aspires to reach £2 million in turnover by combining online and in-store growth, potentially expanding into two or three more physical locations.
Evergreen’s advice: focus local before national
Why local marketing matters
Competing on a national scale through ecommerce is incredibly costly, and in many cases, unsustainable for small businesses. National ecommerce often turns into a race to the bottom on price.
Shamrock Linens, however, has distinct advantages locally: a rich family history, personal service, and an in-store experience that simply can’t be replicated online.
Most customers still want to see and feel fabrics in person before committing to a purchase, which gives Shamrock a tangible edge in its local area.
Recommended tactics
We recommended focusing Meta and Google Ads within a 30 to 60-minute drive of the store to ensure every pound of ad spend counts. Existing customer lists should be used for retargeting and to strengthen email marketing efforts. Putting the family, staff, and store story front and centre, through social content, short videos, and video ads, will help strengthen local connections.
Short walkthrough videos showing the shop, its people, and the customer experience can be used both organically and in paid social campaigns. These can do wonders to humanise the brand and showcase the in-store experience that makes Shamrock special.
Combine offline & online
Offline tactics still carry weight. Leaflet drops targeting local postcodes can raise awareness and generate leads cost-effectively. In-store events or seasonal sales, especially in the run-up to Christmas, can give people a reason to visit.
We also advised that sampling should be restricted to the local area to keep costs manageable.
At the same time, building a local email list and running regular campaigns should become a key objective, aiming for email to contribute at least 20% of online-attributable revenue.
Why not go national (yet)?
With only £1,000/month available for ad spend, it’s simply not enough to gain traction in a national ecommerce market. By focusing instead on the local area, where their brand story, in-store experience, and people make the biggest impact, Shamrock can maximise returns, build stronger loyalty, and prepare for future growth.
Once local marketing is generating results and the store is consistently performing at a higher level, then national expansion can be considered.
Final takeaways
Tell the Shamrock Linens story everywhere, on the website, across social channels, in physical leaflets, and in-store. Use digital and social media not just to sell, but to drive people to visit the shop or book a consultation. Tie your events and promotions together, blending online and offline.
Most importantly, focus on what makes your business different: not just what you sell, but how you sell it and where you sell it.
Summary
For long-established, independent retailers like Shamrock Linens, the fastest and most reliable route to growth is through local marketing: combining online ads, email, events, and traditional tactics like leaflet drops. Nail this, and ecommerce can follow.
Don’t lose sight of what makes you special in a crowded digital world: your people, your story, and your local roots.
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