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

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

True Vintage is a U.K. streetwear and vintage-apparel brand founded by Rory Westbrook in 2014 out of his university bedroom. After moving to Shopify Plus, the company partnered with the Shopify Plus Merchant Growth Model to diagnose growth opportunities and tackle a specific challenge: scale the business by turning a basic email program and other underused channels into reliable revenue drivers.

The MGM roadmap focused on email acquisition and automation—building a full lifecycle email program (welcome series, abandoned-cart recovery, post-purchase thank‑you, and surveys)—that began engaging and re‑engaging customers automatically. In year one email revenue rose from 3% to 15% (about £170,000 in new sales), repeat customer rate improved by over 3%, and total revenue grew more than 40% year‑over‑year.

True Vintage

Rory Westbrook

Founder and Chief Executive Officer