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CASE STUDY

Supercharging Speedo’s flagship US digital DTC presence with THG Ingenuity

Digital growth, accelerated with DTC. Discover how swimwear brand Speedo built and launched an impactful DTC flagship store for the US in a competitive and growing market by partnering with THG Ingenuity.

+10%

conversion rate 

+45%

revenue per user 

+14%

average order value 

Speedo is known across the world as the leading name in swimwear. Following its 2020 acquisition, the brand sought to accelerate its digital growth with a powerful direct-to-consumer (DTC) store and reach consumers across the US. 

Discover how, partnering with THG Ingenuity, the swimwear brand drove conversions, boosted revenue and delivered an engaging shopper experience here.

  • +10% conversion rate
  • +45% revenue per user
  • +14% average order value

The challenge

Founded in Sydney in 1914, Speedo is a leading swimwear brand. Operating in a competitive market expected to reach $64.46 billion in 2024, Speedo is known the world over for its varied product line catering to swimmers at every level. 

In 2020, Speedo was acquired from PVH Corp by Pentland Group. In the same year, Pentland launched a digital transformation project with THG Ingenuity for all its brands. 

For Speedo, this meant establishing an impactful DTC presence that delivered conversions, an enhanced shopper experience and accelerated digital growth. 

The solution

In September 2021, THG Ingenuity launched a new DTC site for Speedo

Offering stunning visuals and enhanced user experience, this digital flagship store leveraged a streamlined user journey to drive conversions in the leisure product market.

This effort was supported by powerful and memorable brand storytelling, delivering an engaging story while maintaining their position in the competitive swimwear space. 


THG Ingenuity solutions used:

Technology and Marketing, including: 
  • Platform 
  • Trading 
  • SEO 
  • CRM 
 
A bespoke size and fit solution 
Through our technological expertise, THG Ingenuity created a bespoke size and fit solution for the Speedo DTC site. This gave consumers the power to utilize over 50 size guides to learn more about Speedo’s products with high-end technical specifications. 
 
Impactful user-generated content 
Working with THG Ingenuity's partnered technology, StoryStream, Speedo launched a best-in-class user-generated content (UGC) feature. This enabled shopper content to be displayed onsite, showing real people wearing real Speedo products for genuine, authentic and relatable content. 
 
Innovative new product development 
As part of the DTC growth strategy, THG Ingenuity and Speedo launched a 360° new product development (NPD) activation, introducing a number of pioneering products into the swimwear market. This includes the new LZR Pure Intent and LZR Pure Valor Fastskin suits. 
 
European localization 
With a focus on the US market, THG Ingenuity helped craft a localized trade calendar, with a dedicated promotional strategy aligned to the American market. 

The results

When partnering with THG Ingenuity, Speedo sought to accelerate its digital growth, focusing on its presence at a brand level – not just a market level. 

Over our thus far two-year partnership, the brand has seen some key results including:

  • +10% conversion rate 
  • +45% revenue per user 
  • +14% average order value 

Establishing a solid presence in the US, Speedo and THG Ingenuity were able to build a robust DTC presence. Capitalizing on its community with relatable UGC and building innovative consumer-oriented features into the platform, Speedo joined Pentland’s other brands in expanding their presence in new markets and reaching new audiences.

Retail

Digital transformation

Case studies

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