Merging the luxurious, handmade feel of the in-store experience with a cutting edge digital strategy.



Merging the luxurious, handmade feel of the in-store experience with a cutting edge digital strategy.

“We need to move merchandise faster and to more people without sacrificing margins”.

Marine Godfroy, Director of Marketing, M0851.



Manufacturer Clothing / Apparel
eCommerce Business Plan
Advisory Services User Experience Design Development/Integration eMarketing

m0851 tripled mobile transactions and grew newsletter signups by 240%.

One of Canada’s most iconic brands of handmade, luxurious yet never ostentatious leather goods wanted to create an online experience that was an extension of the in-store experience which is, in turn, the embodiment of m0851’s brand promise of sophisticated yet subdued luxury – where craftsmanship and quality are stitched into every item, part and pixel. This had to extend to mobile as well – no easy task.


Conversions improved 29% in less than 12 months.

The Mission

Digital growth + retail expansion without sacrificing the brand promise of handmade, artisanal luxury.

Extend the brand experience by creating a digital ecosystem that is an extension of the unique in-store experience customers get, all the way down to the non-gender specific merchandising. The shopping interactions and discovery are shaped by specific behavior types, based on what is known about m0851’s consumers. Shipping and logistics were also an opportunity to extend the brand experience.


Mobile Average Order Value (AOV) more than doubled in 1 year.

Integrated Platforms + Technologies

The Strategy

Implement a design-driven, intuitive series of interfaces and interactions that exude the hand-made, “slow-living” brand identity while putting in place the client infrastructure to meet evolving user habits and regulatory requirements (Google’s then-impending SEO penalty on sites with pop-ups, for example; m0851 used pop-ups to generate most of it’s newsletter signups and newsletters are the preferred means of communications). 

The eCommerce Tech

  • eCommerce platform: Magento
  • Automated mail marketing: Mailchimp
  • Fulfillment: ShipStation
  • ERP: Magmi



Newsletter signups grew 240%, bounce rates went down by 23%.

Game-Winning Features

  • Email marketing strategy and tools
  • Omnichannel shopping experience, from mail to mobile to store
  • Cross-sell strategy
  • Autonomy in content creation and promotion
  • Integration with internal ERP + accounting systems
  • Real-time eCommerce analytics dashboard

About m0851

M0851 design and produce exclusive leather goods from their workshop in Montreal’s Mile-End, of of North America’s trendiest neighborhoods. Their sleek, upscale yet never ostentatious design ethos has strongly influenced the redesign of their new website which hides a very astute and attention-driven workmanship – much like their clothing and handbags.

Let’s talk.

To find out how m0851’s approach created the ideal circumstances for digital growth, and what you can do to achieve similar results, just give us a call.
More Work

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