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New Era

60% year on year e-commerce growth for the world’s biggest headwear brand
New Era Cap Company
Lifestyle & Retail
Design / Optimizely Build / CRO

New Era Cap works with UNRVLD, to unlock the full potential of their Optimizely DXP, helping them to reach more customers across EMEA while creating a distinctive, personalised customer experience.


Growth in revenue over 2 year period


Increase in organic traffic


 Increase in EU Organic Traffic

A revolution in small steps

The power of iterative change is perfectly illustrated by New Era Cap’s Optimizely experience.  From the outset, they committed to a programme of continuous improvements, applied to every aspect of the digital experience.  

By always optimizing, New Era Cap has developed a best-in-class interactive experience built on insight, that’s scoring some impressive e-commerce outcomes; both long-term gains, like 60% year-on-year revenue growth, and significant short-term wins, like record-breaking Black Friday sales.

A native experience, everywhere

New Era’s apparel is loved by cool people everywhere – and thanks to Markets within the Optimizely Commerce Cloud, every customer gets a localised experience, regardless of where they live.  

Since 70% of their web traffic is mobile, New Era wisely adopted a mobile first strategy to ensure their platform is doing exactly what it’s supposed to – making conversions effortless for customers from Doha to the Dordogne, and everywhere in between.

Leading with first-party data  

With one eye firmly on the future, UNRVLD exploited the versatility of Optimizely’s Content Cloud to create the New Era Cap Fan Club – an email newsletter database backed by a robust customer engagement strategy that achieved 3,000 new sign-ups per week post-launch.

As well as creating a valuable customer touchpoint, the fan club feeds into powerful new systems for first-party customer data acquisition, putting New Era ahead of the game and leaving them perfectly poised for experimentation.

Experimenting for the future  

Optimizely Experiments is central to New Era Cap’s roadmap for 2022.  By building these experiments on top of the Commerce and Content Clouds, they’ll be able to experiment effortlessly at speed and scale, so they never need to guess - instead using the full power of the Optimizely stack to consistently delight and inspire their customers, just as they did with that first Yankees cap way back in the 1920s.

UNRVLD unlock the depth and breadth of the Optimizely DXP capabilities. I'm forever grateful for them. They push us to be better.
Lorenz Gan
Chief Digital Officer, New Era Cap Company


UX and UI Design
Multi-region eCommerce Store implementation
SEO Strategy


Optimizely Commerce Cloud
Optimizely Data Platform
Optimizely Experimentation
SAP Integration


European eCommerce Awards 2022 - Apparel Website of the year
Optimizer Awards 2021 - Most Innovative Digital Experience in EMEA
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