Main world ecommerce and market accelerator, Sample, at this time introduced it has supported iconic Australian athletic put on model 2XU to pivot its worldwide enterprise, solidifying its place as a number one specialist technical athletic model in key markets, together with North America. This strategic partnership has enabled 2XU to attain an 80% full-price gross sales price and enhance its common promoting worth by 25% to $200.
With pre-existing operations in North America by means of wholesale, D2C, and Amazon channels, 2XU recognized the necessity to reimagine its gross sales technique to regain management of its model and product positioning. The shift was motivated by recognising that the model’s complicated distribution mannequin and the follow of importing a variety of seasonal end-of-life merchandise to Amazon had diluted the model’s premium picture.
Marc Boelen, CEO at 2XU, defined, “The worldwide sportswear market could be very crowded and extremely aggressive. As a premium technical model, we wanted to take management and differentiate ourselves. This meant simplifying our distribution to deal with our distinctive promoting level (USP) as a technical compression and triathlon model, which 2XU is well-known for and shoppers are keen to pay a premium for. Our information additional supported this, exhibiting that content material from 2XU’s athletes and ambassadors centered on the technical advantages of our vary outperformed different merchandise and content material within the US.”
Beforehand, 2XU’s distribution mannequin into markets like North America included a number of channels, creating inconsistencies in pricing and model notion. The technique of importing a variety of end-of-life merchandise solely to Amazon was meant to cut back channel conflicts and preserve inventory retaining unit (SKU) continuity. Nevertheless, this technique negatively impacted 2XU’s model notion
The choice to overtake 2XU’s Amazon technique was pushed by the truth that in 2024, over half (56%) of US shoppers begin their product search on Amazon, quite than different search platforms like Google. This meant that for a lot of US shoppers, their first encounter with 2XU can be by means of Amazon, making this channel essential in shaping their perceptions of the model.
“Shifting from a multi-channel distribution mannequin to a direct-to-consumer (DTC) mannequin is a significant strategic change. As a model, we noticed a crucial have to construct out our worldwide DTC enterprise, even when it meant accepting a short-term impression on gross sales, to attain long-term management over pricing and positioning,” mentioned Lindsay Swaik, VP of Digital, 2XU. “Given Amazon’s dominance amongst US shoppers, we felt it was essential to showcase main content material and a smaller vary of our best-selling premium merchandise on Amazon as a primary model impression. This was essential in enhancing our model story and positioning us because the main technical efficiency model and the world chief in compression.”
Because the primary world vendor on Amazon, Sample leveraged its experience to drive 2XU’s transition from a 1P to a 3P account on Amazon, delivering the model larger management over its product listings and buyer notion. Sample and 2XU intently collaborated to design A+ content material aligning with model tips, handle in-platform advertising and marketing methods, and management inventory replenishment and pricing methods to maximise gross sales and meet key benchmarks. Moreover, Amazon’s supply velocity offered a profit that 2XU’s personal provide chain couldn’t match.
“2XU needed to remodel its technique to focus on a brand new buyer base keen to pay full worth for high-quality technical merchandise. This shift was important to drive worthwhile development and obtain the model’s enterprise objectives in worldwide markets just like the US,” mentioned Merline McGregor, Managing Director of Sample Australia. “The outcomes have been outstanding, with 2XU now reaching a powerful 80% full-price gross sales price. This transition underscores the model’s dedication to premium high quality and demonstrates the effectiveness of a well-executed ecommerce technique.”
Lately, run golf equipment have taken off worldwide, largely pushed by the rising cost-of-living and the affordability of operating as a option to keep match and socialise. 2XU recognises that this development aligns nicely with its model, as extra runners search technical and scientifically confirmed attire to greatest assist their health objectives. Over the previous 12 months, this has helped 2XU differentiate itself as a premium technical model, avoiding competitors with the crowded athleisure put on market and opening up new buyer alternatives.
“Shifting to a premium pricing mannequin required a leap of religion, but it surely has paid off,” mentioned Boelen. “We now function as a premium, full-price model with wholesome margins and the power to reinvest in buying new clients. Our development over the previous two years throughout Amazon and ecommerce has exceeded 25%, and we proceed to see sturdy efficiency on each fronts.”
Switching to a DTC strategy and taking full management on Amazon has streamlined 2XU’s model identification by eliminating inconsistencies from wholesalers and mitigating dangers from unauthorised resellers on the platform.
Sample has additionally been in a position to scale as much as assist 2XU’s ecommerce channel when needed, aiding with paid social, paid search, and electronic mail advertising and marketing. Moreover, Sample manages 2XU’s DTC operations throughout the Australian and UK markets. This complete partnership has been very important in driving the model’s development globally.
About Sample Inc
Sample is the class chief in world ecommerce and market acceleration. Since 2013, Sample has profitably grown to greater than 1,400 staff working from 24 world places – together with Melbourne, Sydney and the Gold Coast – to assist main manufacturers obtain accelerated development on D2C web sites and world ecommerce marketplaces. In addition to being one of many largest Amazon sellers on the earth, we’re additionally current on Tmall, JD.com, eBay and different ecommerce marketplaces. We act because the authorised Amazon vendor to greater than 200 manufacturers globally, shopping for their inventory to promote on {the marketplace} and caring for each side of their Amazon presence. For extra data, go to https://au.sample.com/
