Accelerating ecommerce growth for a growing menswear fashion brand.


Since its inception in 2009, Percival Menswear has been ‘Subverting the Classics’. This British menswear brand gained popularity by combining a quintessentially British sense of understated style and rare, internationally-sourced fabrics and materials to produce unique, fresh, and varied collections. Their eye-catching attire has been worn by celebrities such as Dwayne Johnson, Chris Evans, and Rhys James.

Percival was establishing itself as a staple in British menswear by selling direct-to-customer (DTC) through ecommerce and their physical store.

But Percival had very ambitious goals and high-growth revenue targets. In order to meet their goals, Percival needed to supercharge their ecommerce activity and sales.


Project summary

With agency and client-side experience, Entropy reviewed Percival’s ecommerce strategy and developed a new strategic roadmap with recommendations in the short, medium, and long term to meet Percival’s ambitious goals.

Project details

Using the framework for Entropy’s ecommerce strategy and consultancy projects, Entropy interviewed various teams at Percival (e.g., Finance, Commercial, Product, Ecommerce, Marketing), reviewed their P&L, and examined their sales and marketing performance to understand their business.

Entropy built on the existing foundation at Percival and developed a bespoke prioritised strategic roadmap that was actionable and laddered up to Percival’s vision and goals. The strategic roadmap focused on growing demand and optimising the user experience and customer lifetime value (LTV) through:

  • CRO (customer rate optimisation)
  • CRM marketing (customer relationship management)
  • International expansion
  • Culture and commercial


Included in the strategy was also an overall P&L proposition and business benefits against the recommended optimisations and new initiatives to show how these changes could contribute to Percival’s revenue targets.

Other projects with Percival

Entropy also helped Percival get a better understanding of how to optimise their marketing spend through Entropy’s Marketing Mix Modelling (MMM) solution.

Hear from Percival on how Entropy helped accelerate their growth:

Contact us to find out more
We engaged Entropy to build out a revenue plan for the next three years covering ecommerce, CRM, returns, and paid media strategies. They have helped us deliver our ambitious goals with clarity and rationale. The team is immensely professional and friendly to work with.
Guljeet Samra
CCO Percival Menswear

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