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UK luxury womenswear brand, The Fold, increased international online revenue by 109% YoY

Partnering with Global-e has enabled us to widen our customer base in the US, which is our key global market, and accelerate growth in additional international markets.
Global-e has helped us improve our customer experience exponentially, putting us in a much better position to scale worldwide. We can now meet the evolving expectations of our audience and react quickly to changing consumer sentiment. They also help us pinpoint and maximise new opportunities and potential revenue streams. The results we have seen so far have been fantastic.

Kelsey Fahy Commercial Director, The Fold

The A-lister-favourite label boosted its number of global online orders by 41% YoY

The Challenge

London-based, The Fold, is regularly cited as the go-to staple of chic, versatile women’s workwear celebrated for its precise tailoring and quality craftsmanship.

International ecommerce has always been a focus for the brand; however, The Fold was not able to provide international customers with an optimal shopping experience, hindering the brand’s ability to fully capitalise on its worldwide sales potential.

The Fold could only present prices and accept payments in GBP and USD. International online shoppers in all markets, except the US, had to pay in GBP and estimate the purchase price in their local currency. This exposed them to possible transaction fees and unknown international currency rates.

Also, The Fold could not provide international customers with a guaranteed final cost of their purchase. Customers had to pay duties and tax upon delivery, and the brand was unable to inform them in advance what this added cost would be. After Brexit, this caused much friction for EU customers, who were not used to being charged VAT and duties when buying from a UK brand.

The brand could only provide limited payment options – credit cards and PayPal. In addition, the brand had limited and expensive international shipping offerings, and in certain markets could only offer standard delivery. Moreover, The Fold had a cumbersome returns process. International customers, except those from the US, had to pay and handle returns on their own.

The pioneering fashion label searched for a cost-effective, advanced ecommerce solution that would enable it to provide global shoppers with a best-in-class localised shopping experience from browsing to delivery, increase its D2C cross-border online sales and achieve its ecommerce business KPIs.

The Solution

To address The Fold’s goals and challenges and effectively leverage its worldwide exposure, the brand chose to partner with Global-e, the world’s leading platform to enable and accelerate global, direct-to-consumer cross-border ecommerce.

With Global-e, The Fold can now offer online shoppers in over 200 destinations worldwide an advanced seamless, localised shopping experience aligned with the brand’s strategy and tailored to the specific characteristics of each market. This includes:

  • Localised messaging – Customisable messaging for each market, promoting key marketing messages such as free shipping over a specific threshold. Supported in 30+
  • Local pricing in local currencies – Product pricing is set per market according to The Fold’s business strategy and rounded according to local conventions. Customers can browse and pay in their local currency. 100+ currencies are supported.
  • Multilingual checkout page – Shoppers can complete their purchase in their native language. 30+ languages are supported.
  • Guaranteed landed cost – A flexible approach to duties and taxes based on best practices per market and capabilities that provide:
    Pricing inclusive of duties and taxes, informing customers that no additional costs will be added at checkout or upon delivery.
    Prices inclusive of duties with local tax calculation and mandatory prepayment at checkout.
    Calculation of all taxes and duties prepayment option displayed at checkout.
  • Multiple shipping options at competitive rates – An optimised shipping proposition, set pet market according to the brand’s business strategy.
  • A wide range of local and alternative payment options – Shoppers can opt to pay with their preferred method, 150+ payment methods are supported.
  • Easy and transparent return process – Including free international returns.

Led by a dedicated Success Manager, Global-e works consistently with The Fold to provide ongoing support, best practice recommendations and local market insights based on big-data analysis. This enables The Fold to continually optimise its international offering, further grow cross-border ecommerce sales, and achieve its business KPIs.

Global-e enables The Fold to automatically update its market proposition according to changes in local tax and duty regulations, keeping its international store compliant while continuing to provide a seamless online experience for its international shoppers.

Led by a dedicated Success Manager, Global-e works consistently with The Fold to provide ongoing support, best practice recommendations and local market insights based on big-data analysis. This enables The Fold to continually optimise its international offering, further grow cross-border ecommerce sales, and achieve its business KPIs.

The Results

By partnering with Global-e and launching its enhanced cross-border ecommerce offering, The Fold saw an impressive 109% YoY increase in its international online revenue. The brand is actively selling to over 80 markets and grew its number of global online orders by 41% YoY.

The Fold also saw strong growth across its key international markets, including The United States, Germany, The Netherlands, and France.

In the United States, the brand’s leading international market, The Fold now presents US online consumers with pricing inclusive of duties and displays local sales tax at checkout, simulating a domestic shopping experience. International traffic conversion in this market grew by 25%YoY and number of orders grew by 59%YoY.

In The Netherlands, where international conversion rates rose by 74% YoY, The Fold can now provide its customers with a guaranteed landed cost, with pricing inclusive of all tax and duty fees. The brand’s online customers can browse and pay in Euro and enjoy a wider range of payment choices. 75% of them choose to pay with local and alternative payment options, including iDeal, a popular local alternative payment method, and Klarna’s Buy Now Pay Later.

The Fold

Elevating workwear. Empowering women. Championing ambition.
Founded by Polly McMaster, The Fold was created to fill a true gap in the market and redefine workwear for the modern career woman.
The brand has gained a loyal worldwide following, including high-profile clientele like Catherine, Princess of Wales, Dame Helen Mirren DBE, Pippa Middleton, Kerry Washington, Olivia Coleman, Gillian Anderson, and others.
With its dedication to female empowerment, The Fold has made it its mission to champion and spotlight the remarkable women the brand is built around and their ambitions.
Through initiatives like ‘Fold Women’, which features a diverse cross-section of women from different backgrounds and industries to its ‘Global Fold Community’, thought-leading surveys on workwear and women at work, and partnering with women-focused organisations, The Fold has made gender-equality core to the brand’s mission.
Led by a strong and experienced team where women hold 90% of senior positions, The Fold is forging a reputation as an authority on luxury workwear, investing in the future of women at work.

 

 

Ecommerce is and has always been a top focus for The Fold. While we had great success in the US, we struggled to expand and grow sales in additional international markets. We looked for an efficient, cost-effective way to help us leverage our global online potential and build a strong, loyal base of international clientele. Global-e made it simple for us. Their advanced technology, as well as the hands-on and continual guidance, have given us the tools we need to increase our reach globally without putting pressure on our internal resources, giving us more bandwidth to explore new opportunities for the brand.

Kelsey Fahy Commercial Director, The Fold

The A-lister-favourite label boosted its number of global online orders by 41% YoY

The Fold

Elevating workwear. Empowering women. Championing ambition.
Founded by Polly McMaster, The Fold was created to fill a true gap in the market and redefine workwear for the modern career woman.
The brand has gained a loyal worldwide following, including high-profile clientele like Catherine, Princess of Wales, Dame Helen Mirren DBE, Pippa Middleton, Kerry Washington, Olivia Coleman, Gillian Anderson, and others.
With its dedication to female empowerment, The Fold has made it its mission to champion and spotlight the remarkable women the brand is built around and their ambitions.
Through initiatives like ‘Fold Women’, which features a diverse cross-section of women from different backgrounds and industries to its ‘Global Fold Community’, thought-leading surveys on workwear and women at work, and partnering with women-focused organisations, The Fold has made gender-equality core to the brand’s mission.
Led by a strong and experienced team where women hold 90% of senior positions, The Fold is forging a reputation as an authority on luxury workwear, investing in the future of women at work.

 

 

Ecommerce is and has always been a top focus for The Fold. While we had great success in the US, we struggled to expand and grow sales in additional international markets. We looked for an efficient, cost-effective way to help us leverage our global online potential and build a strong, loyal base of international clientele. Global-e made it simple for us. Their advanced technology, as well as the hands-on and continual guidance, have given us the tools we need to increase our reach globally without putting pressure on our internal resources, giving us more bandwidth to explore new opportunities for the brand.

Kelsey Fahy Commercial Director, The Fold

The Challenge

London-based, The Fold, is regularly cited as the go-to staple of chic, versatile women’s workwear celebrated for its precise tailoring and quality craftsmanship.

International ecommerce has always been a focus for the brand; however, The Fold was not able to provide international customers with an optimal shopping experience, hindering the brand’s ability to fully capitalise on its worldwide sales potential.

The Fold could only present prices and accept payments in GBP and USD. International online shoppers in all markets, except the US, had to pay in GBP and estimate the purchase price in their local currency. This exposed them to possible transaction fees and unknown international currency rates.

Also, The Fold could not provide international customers with a guaranteed final cost of their purchase. Customers had to pay duties and tax upon delivery, and the brand was unable to inform them in advance what this added cost would be. After Brexit, this caused much friction for EU customers, who were not used to being charged VAT and duties when buying from a UK brand.

The brand could only provide limited payment options – credit cards and PayPal. In addition, the brand had limited and expensive international shipping offerings, and in certain markets could only offer standard delivery. Moreover, The Fold had a cumbersome returns process. International customers, except those from the US, had to pay and handle returns on their own.

The pioneering fashion label searched for a cost-effective, advanced ecommerce solution that would enable it to provide global shoppers with a best-in-class localised shopping experience from browsing to delivery, increase its D2C cross-border online sales and achieve its ecommerce business KPIs.

The Solution

To address The Fold’s goals and challenges and effectively leverage its worldwide exposure, the brand chose to partner with Global-e, the world’s leading platform to enable and accelerate global, direct-to-consumer cross-border ecommerce.

With Global-e, The Fold can now offer online shoppers in over 200 destinations worldwide an advanced seamless, localised shopping experience aligned with the brand’s strategy and tailored to the specific characteristics of each market. This includes:

  • Localised messaging – Customisable messaging for each market, promoting key marketing messages such as free shipping over a specific threshold. Supported in 30+
  • Local pricing in local currencies – Product pricing is set per market according to The Fold’s business strategy and rounded according to local conventions. Customers can browse and pay in their local currency. 100+ currencies are supported.
  • Multilingual checkout page – Shoppers can complete their purchase in their native language. 30+ languages are supported.
  • Guaranteed landed cost – A flexible approach to duties and taxes based on best practices per market and capabilities that provide:
    Pricing inclusive of duties and taxes, informing customers that no additional costs will be added at checkout or upon delivery.
    Prices inclusive of duties with local tax calculation and mandatory prepayment at checkout.
    Calculation of all taxes and duties prepayment option displayed at checkout.
  • Multiple shipping options at competitive rates – An optimised shipping proposition, set pet market according to the brand’s business strategy.
  • A wide range of local and alternative payment options – Shoppers can opt to pay with their preferred method, 150+ payment methods are supported.
  • Easy and transparent return process – Including free international returns.

Led by a dedicated Success Manager, Global-e works consistently with The Fold to provide ongoing support, best practice recommendations and local market insights based on big-data analysis. This enables The Fold to continually optimise its international offering, further grow cross-border ecommerce sales, and achieve its business KPIs.

Global-e enables The Fold to automatically update its market proposition according to changes in local tax and duty regulations, keeping its international store compliant while continuing to provide a seamless online experience for its international shoppers.

Led by a dedicated Success Manager, Global-e works consistently with The Fold to provide ongoing support, best practice recommendations and local market insights based on big-data analysis. This enables The Fold to continually optimise its international offering, further grow cross-border ecommerce sales, and achieve its business KPIs.

The Results

By partnering with Global-e and launching its enhanced cross-border ecommerce offering, The Fold saw an impressive 109% YoY increase in its international online revenue. The brand is actively selling to over 80 markets and grew its number of global online orders by 41% YoY.

The Fold also saw strong growth across its key international markets, including The United States, Germany, The Netherlands, and France.

In the United States, the brand’s leading international market, The Fold now presents US online consumers with pricing inclusive of duties and displays local sales tax at checkout, simulating a domestic shopping experience. International traffic conversion in this market grew by 25%YoY and number of orders grew by 59%YoY.

In The Netherlands, where international conversion rates rose by 74% YoY, The Fold can now provide its customers with a guaranteed landed cost, with pricing inclusive of all tax and duty fees. The brand’s online customers can browse and pay in Euro and enjoy a wider range of payment choices. 75% of them choose to pay with local and alternative payment options, including iDeal, a popular local alternative payment method, and Klarna’s Buy Now Pay Later.

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