Organic Zoo

Organic Zoo began over a decade ago at Paulina Atkinson's home in Brighton, and the label she built is still hers, designed in Brighton and sewn in organic cotton at a workshop in Lviv, Ukraine, where a team of around 250 people, mainly women, make the range.

The clothes are made for small people with big personalities, as the brand puts it, sized from newborn to around age five, cut from 100% organic cotton with OEKO-TEX certified materials, and worn by a community the brand calls Zookeepers. The national press has noticed too, with best-kids-brand nods in the broadsheets, and we have worked alongside the team since 2022.

Childrenswear has a customer lifecycle built into the product. A family buys for a newborn, keeps buying as the child grows through the sizes, and comes back again with every sibling, so the email programme had to be built around that rhythm, when to speak and what to show. A quiet list member might have left, or might be a parent between children, waiting to buy again.

The email strategy runs on what we already know about each customer, built to serve the five-year relationship a family has with the range, from newborn to age five. Peak trading is planned the same way, with the seasonal calendar built and scheduled alongside the brand's own marketing exec, who runs it day to day.

The lifecycle thinking shows in the flow concepts, a sizing-up flow for newborn buyers timed for when the first size runs out, so the brand is back in front of the parent at the moment the wardrobe needs replacing.

The same discipline runs through the calendar. A back-in-stock programme reports the most requested products every week, so restock decisions are made from demand the list has already declared, and the seasonal sends respect geography, with last-postage-date campaigns segmented so nobody is promised a delivery the post cannot keep.

The Shopify side is stewardship, the international checkout kept healthy, a loyalty programme migrated without losing members, email compliance kept ahead of the inbox providers' rules that could disrupt the lifecycle sends, and the Merchant Center feed watched closely enough that a Christmas product drop-off was caught and fixed while it still mattered.

The shopping feeds got the same engineering attention, rebuilt to read age groups from the size variants themselves, which puts childrenswear ads in front of the parents shopping that age. Every decision is weighed against the store's actual structure, one blended storefront serving retail worldwide with a wholesale channel beside it, which is the question that decided the loyalty migration.

The relationship has run since 2022, on email, voice notes and video calls, with the occasional day in Brighton working side by side, and the brand's own team runs the channels day to day with us advising alongside the specialist partners on paid media and search.

The operating model is the one we build towards everywhere. The in-house team pilots the account, we set the strategy, check the segments before the big sends, and take the platform decisions, so the capability stays with the brand.