Aligning a heritage retail brand around a digital-first vision
A shared digital strategy and a global sales culture
The challenge
A Nordic premium kidswear brand with a long heritage in physical retail was working through a generational shift in how its customers shopped. Leadership had set a digital-first direction, but the strategy lived mostly at the top — regional teams, store networks, and the wider sales organisation were each interpreting it in their own way, and the gap between intent and day-to-day behavior was widening. The brand needed a shared picture of where the market was going, and a sales culture that could actually carry a digital-first vision into the field.
Our approach
We ran the engagement in two connected phases. The first was a structured read of the competitive and behavioral landscape — what peer brands were doing in digital, where customer expectations were moving, and which gaps the company was best placed to close. The second turned that picture into shared language and shared tools: a series of workshops with leadership, regional sales, and store teams to co-design the principles of a digital-first sales culture, and the rituals and frameworks needed to keep developing customer experience locally without losing coherence globally.
The result
The brand came out of the engagement with a clearer digital strategy and a digital-first lens for thinking about customer experience — closing communication gaps between regions and giving teams the frameworks to keep developing customer-facing solutions on their own. The longer arc of the transformation belonged to the company; our role was to help align the strategy and the culture so the rest of the journey had something solid to build on.
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