Case Study: True Vintage achieves £170,000 in new revenue and boosts email-attributed sales to 15% with Shopify Plus

True Vintage used its Merchant Growth Model to uncover £170,000 in new revenue

True Vintage, a UK streetwear retailer founded by Rory Westbrook, needed to scale beyond its early success and strengthen customer acquisition after upgrading to Shopify Plus. Working with Shopify Plus’ Merchant Growth Model, the team aimed to uncover growth opportunities—especially improving a basic email strategy—to drive more revenue and repeat business.

Shopify Plus’ MGM roadmap rebuilt True Vintage’s email program (welcome series, abandoned-cart flows, post-purchase thank-yous and surveys), turning email into a reliable revenue engine. As a result, email’s contribution rose from 3% to 15% of revenue, email generated about £170,000 in the first year, repeat customer rate increased by more than 3%, and total revenue grew over 40% year‑over‑year.

True Vintage

Rory Westbrook

Founder and Chief Executive Officer