Case study: BritishThermals.com | Agency: Google AdWords | Sector: Retail | Format: Search
Based in Leicester, BritishThermals.com has been running under the tagline ‘British Thermals for British Weather’ since they began manufacturing their line of thermal underwear in 1982. Boasting the incongruous accolade of official thermals supplier to The House of Lords, Eastenders and the British Film Industry, this family business has thrived online. While the textile industry in general has seen a sharp decline throughout the region, British Thermals are achieving unlikely success through targeting a niche online market: those seeking genuine British-made underwear. Head of Ecommerce Rishi Thobhani says, “Leicester used to be full of factories, they’d run 24 hours a day. They’re all converted to apartments now. We are not only surviving, we are actually succeeding at a time when other people are struggling. And it’s down to online sales, the strength of our website and the support of Google AdWords.”