£7.5m Country Clothing Brand Wants to Dominate Their Sector

In this episode of Grow with Evergreen, we dive into an inspiring conversation with Matthew, the Managing Director of Holland’s Country Clothing, an online country clothing store that has achieved an impressive £7.5 million in turnover.

Matthew shares his journey, the challenges faced, and his ambitious goals to dominate the entire sector.

A family business with big ambitions

Matthew’s story begins with the roots of Holland’s Country Clothing, a family-run business established in 1978. Originally starting as market traders, the business made a significant shift online in 2008. Today, they’re generating substantial revenue and investing heavily in Google Ads, spending £450,000 a year on this channel alone. With a strong online presence and a well-established brand, Matthew isn’t just looking to grow—he’s aiming to monopolise the country clothing space entirely.

Key challenges and marketing strategies

Despite their success, Matthew faces some significant marketing challenges, particularly around increasing spending while maintaining a profitable return on ad spend (ROAS). Here’s a summary of the key points discussed:

• Maximising ROAS: The conversation highlights the importance of balancing increased spending with profitable returns. Matthew and his team have maintained an overall ROAS of around 10, but he’s keen to push it even higher while managing diminishing returns. The discussion reveals the importance of optimising Google Ads campaigns, audience segments, and asset groups to improve performance without necessarily increasing spend.
• Expanding beyond Google Ads: Interestingly, Holland’s Country Clothing has yet to fully explore paid social advertising, specifically on Meta platforms. Given their substantial investment in Google Ads, this represents a significant area of opportunity. Retargeting existing customers and website visitors on Meta could provide a cost-effective way to maintain brand visibility and drive conversions.
• Enhancing the post-click experience: The discussion also touches on the importance of optimizing the customer experience after the click. From using heatmaps to analyse user behaviour on the website to ensuring landing pages are relevant and up-to-date, there’s a lot that can be done to improve conversion rates. Matthew mentions some of the steps they’ve already taken, like automating inventory management and creating custom landing pages for specific keywords.
• The role of seasonality: The importance of adapting marketing strategies to reflect seasonal changes is emphasised. Whether it’s updating ad assets or adjusting product feeds, being responsive to seasonal shifts in consumer behaviour can significantly impact performance.

Broader industry insights

The conversation also delves into broader questions about the future of ecommerce and digital marketing:

• The viability of new online retailers: Matthew questions whether it’s still possible for new online retailers to enter the market and be competitive. The consensus is that while the barrier to entry is low, the barrier to profitability is high. Success depends on a focused approach, targeting niche markets with a long-term strategy.
• The evolution of digital marketing agencies: The role of agencies in the future, particularly in light of increasing automation and AI in platforms like Google Ads, is discussed. Matthew and his host agree that while some aspects of digital marketing may become more automated, there will always be a need for strategic oversight, technical expertise, and the ability to integrate marketing efforts with broader business goals.

Matthew’s journey with Holland’s Country Clothing is a testament to the power of combining traditional business values with modern digital marketing strategies. As he continues to refine and expand his approach, there are clear opportunities for further growth—especially in areas like paid social and post-click optimisation. This episode serves as a valuable case study for any business owner looking to scale their ecommerce operations effectively.

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