New Era

New Era Cap is a global headwear brand with a dual identity: the official MLB on-field cap supplier since 1934, and a genuine icon of hiphop and streetwear culture. That hybrid identity, spanning sports authenticity and street credibility, is the source of the brand's distinctiveness, and a reason for brand fans to want a direct relationship.

The goal was clear: New Era Cap aimed to expand its EMEA market share, draw in a broader customer base and craft a personalised online journey. This needed both to boost conversions and enhance operational efficiency on the back end.

UNRVLD built a D2C retail experience for New Era Cap with a continuous experimentation programme at its core, running structured tests across every aspect of the platform to improve performance over time.

The platform is mobile-first, built to match the 80% of traffic arriving on mobile devices, and localised through Optimizely Markets so that a customer in Doha encounters a meaningfully different experience to one in the Dordogne.

Serving EMEA markets from a single platform, with a bidirectional SAP integration managing inventory and order data underneath, gave New Era the operational foundation the brand needed to run a complex multi-country business without multiplying complexity.

At the centre of the data strategy sits the New Era Fan Club, an owned customer database that acquires first-party data at scale and feeds both the email programme and the experimentation backbone.

• 60%

  YoY revenue growth through the DTC ecommerce platform

• 378%

  EU organic traffic growth following SEO and content programme uplift

• 3,000

  Fan Club sign-ups per week post-launch

• 7.5%

  average order value uplift through experimentation

Revenue grew 60% year on year and 107% over two years through the D2C platform. EU organic traffic increased 378% and average order value rose 7.5% through experimentation.

The Fan Club reached 3,000 new sign-ups per week post-launch, building the first-party data foundation that future personalisation, segmentation and retention all depend on.

The platform was named Apparel Website of the Year at the European eCommerce Awards 2022 and won an Optimizely EMEA Innovation Award in 2021, recognition that the commercial results were matched by the quality of the work behind them.