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Resource Type: Case Studies

Bimuno Doubles Subscription Rates With THG Ingenuity

Explore the journey that allowed the subscription-based wellness brand increase its direct-to-consumer (DTC) presence all while continuing to empower individuals to lead healthier lifestyles in this case study.


increase in revenue over three months


subscription churn rate


conversion rate

January 30, 2024

Bimuno is a subscription-based food supplement and wellness brand passionate about empowering individuals to lead healthier lifestyles through products designed to improve gut health and beyond.

Their unique, high-in-fibre prebiotic supplement has been scientifically proven to naturally feed and stimulate the growth of good bacteria in the gut.

Bimuno has been developed by Clasado Biosciences, who provide clinically proven solutions that improve and enrich the quality of people’s lives.  

Why did Bimuno choose THG Ingenuity?

Bimuno chose to partner with THG Ingenuity to increase their direct-to-consumer (DTC) presence where the brand had historically relied heavily on brick-and-mortar retail.

In embracing the digital space, Bimuno aimed to target new customer acquisition and retention, with a focus on maintaining and increasing their subscriber customer base.  

THG Ingenuity's cross-border DTC capabilities also appealed to Bimuno’s ambitions for multi-market expansion, with a benefit of THG Ingenuity's solution being its ability to scale brands to international markets.

The partnership gave Bimuno an ideal opportunity to achieve their goal of accelerating growth on a global scale. 

The result: 100% increase in subscribers within five months of launching on the THG Ingenuity platform

How to double a subscription base

THG Ingenuity's tailored approach to each client’s proposition meant that a dedicated trading manager was on-hand to work closely with the Bimuno ecommerce team and their chosen digital marketing agency.

This enabled a unique mix of resources to come together and implement key strategic changes across the site to drive conversion rates and optimise the customer experience. 

“We are now seeing the benefits post-launch of working on the Ingenuity Commerce platform in combination with our digital marketing agency, Brave Bison; our on-site customer experience has been improved, leading to an increase in month-on-month conversion rates. Our next step with THG Ingenuity will be to focus on ensuring we retain and effectively reward those customers we are now bringing into the Bimuno brand on a subscription basis.”

– Cathy Erwin, Head of Ecommerce at Bimuno

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