takes luxury shopping to 190 international markets with Google Ads


  • To take online
  • Communicate the luxury shopping experience to global customers
  • Expand into international markets


  • Used Consumer Barometer to help plan international expansion
  • Tailored Google Ads campaigns to individual countries and cities
  • Used Product Listing Ads to convey luxury experience of site
  • Optimized campaigns with Google Analytics


  • Successfully took business global
  • Now operates in 190 markets worldwide
  • 70% of business from outside the UK

Designer clothes and accessories retailer offers a luxury shopping experience, featuring items from more than 400 designers from Gucci to Valentino. After operating purely as an offline business for 20 years, using Google Ads and Consumer Barometer helped them expand online and win customers in 190 markets globally.

With more than 25 years’ experience in luxury fashion, operates online, through their London stores and private shopping townhouse, as well as at international events. “ is a luxury experience for a really fashion literate customer,” explains Ruth Chapman, Joint Founder and CEO of

Starting out from a successful bricks and mortar shop in Wimbledon, had been in business for 20 years before they decided to expand their reach globally by taking the business online. Finding the right international audience for their very high-end offering was crucial, so turned to Google to help them pinpoint the right markets to target.

First they used Google’s free tools, including Consumer Barometer, to run analysis that helped them prioritize markets to run customized Google Ads campaigns in. Then, once they had found the right locations and audiences to target, Product Listing Ads enabled to effectively convey the quality of the luxury items available through their site.

Product Listing Ads have proved particularly successful, with placing high-definition images of items alongside the brand and message helping to turn those just viewing products into paying customers.

Adapting campaigns on a country-by-country basis has also played a key role in their performance, and all campaigns are optimized with the help of Google Analytics. Ulric Jerome, Partner and COO, explains: “Google Analytics is in everyday use. We are looking at the behavior of our customers, which device they use to connect, which country they connect from, so it’s a day-to-day measurement tool for our business operators.”

He adds: “Every country has its own digital approach, and the only way you can be successful is by making sure you adapt your digital strategy for the countries that you really want to focus on. First starting to understand the trends, then working through the Google Ads platform so we get the right exposure in the right country, even up to the right cities.”

The success of this strategy quickly became apparent with a rapid increase in international sales following its introduction. In fact, now serves customers in 190 markets via its site and the majority of their business comes from abroad. Ulric says: “Our business today is very much international. We do more than 70% of our business outside of the UK.”

Chapman succinctly sums up their online success story: “We are available in pretty much every country worldwide now: we ship to the smallest islands in the Pacific, we ship everywhere.”

“Google Analytics is in everyday use. We are looking at the behavior of our customers, which device they use to connect, which country they connect from. Our business today is very much international.“ Ulric Jerome, Partner & COO,