Case Study: Edinburgh Woollen Mill achieves international online growth and higher conversion with PayPal

EWM has 670 stores and a turnover of around £600 million

Edinburgh Woollen Mill Group (EWM) is a privately owned retail group with 670 stores and around £600m turnover, operating brands such as Edinburgh Woollen Mill, Peacocks and Jane Norman. With growing international appetite for British fashion, EWM faced the challenge of rapidly transforming digitally to build an international online business and reassure customers unfamiliar with its brands.

EWM selected PayPal for its international credibility, ready-made infrastructure and fast implementation, which helped drive conversion while providing strong ongoing support. Early results are encouraging: the group sold to 78 countries in the past year, with 10% of EWM and 8% of Jane Norman PayPal payments international, and notable popularity for Jane Norman in the Netherlands and EWM cashmere among young buyers in China.

Edinburgh Woollen Mill

Richie Jones

Group Head of Ecommerce