Case study
Consumer goods
Raising gross margin by 11 points by pricing a much-loved brand properly.
Loomwork’s customers loved its products, but prices hadn’t kept up with costs or quality. We rebuilt pricing across the range so the brand could grow profitably.
120
Products repriced
10 weeks
Project length
2024
Year completed
01
About the project
A loved brand that was underpricing its products.
Loomwork designs woven throws, cushions and table linen, sold through its own website and 60 independent stockists. The brand had a loyal following and strong reviews.
But rising material and shipping costs were eating into margin. Prices had been set years earlier and only nudged up since. The founder asked us to help price the range with confidence, without upsetting customers or stockists.
Client
Loomwork
Industry
Textiles & homeware brand
Location
Bristol, UK
Timeline
10 weeks
Services
Pricing strategy, range, margin
02
The challenge
Strong demand, rising costs and prices that hadn’t moved in years.
Prices set by habit
Most prices dated from launch, with small rises since.
Every product priced against value, cost and competitors.
Margin varied wildly
Some bestsellers barely broke even.
A margin floor for every product and channel.
Discounts everywhere
Frequent promotions trained customers to wait for sales.
Fewer, planned promotions tied to clear goals.
Stockists set their own rules
Wholesale terms were different for almost every stockist.
One clear wholesale price list and simple terms.
03
How we got there
Ten weeks to price the whole range with confidence.
Weeks 1–2
Understand
Weeks 3–5
Research
Weeks 6–8
Reprice
Weeks 9–10
Launch
04
The results
Higher prices, happy customers and a healthier business.
Unit sales barely moved, margin rose within a quarter and Loomwork now reviews prices every six months.
120
Products repriced
−3%
Change in unit sales
+24%
Gross profit in year one
Sofia Alvarez
Founder, Loomwork
Client
Loomwork