Delivering 60% annual revenue growth for the world's most iconic headwear brand

Building a D2C retail channel across EMEA regions to drive growth and customer loyalty

New Era Cap
Strategy, Design, eCommerce, CRO
Lifestyle & Retail

A D2C retail channel supercharged through experimentation


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.


Through a process of data-driven continuous improvement, we’ve developed a best-in-class D2C retail experience for New Era Cap that is delivering substantial ecommerce performance YOY through a rich branded experience.


Growth in revenue over a two year period


Increase in EU organic traffic

A revolution in small steps

The power of iterative change is perfectly illustrated by New Era Cap’s D2C experience.  From the outset, they committed to a programme of continuous improvements, applied to every aspect of the personalised online retail experience.

A native experience, everywhere

New Era Cap'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 80% of their web traffic is mobile, New Era Cap 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 Cap ahead of the game and leaving them perfectly poised for experimentation.

“UNRVLD unlock the depth and breadth of the Optimizely DXP capabilities. I'm forever grateful to them. They push us to be better.”

Lorenz Gan

Chief Digital Officer New Era Cap Company


Experience design
Multi-region eCommerce store implementation
CRO programme
Platform optimisation


Optimizely Commerce Cloud
Optimizely Data Platform
Optimizely Web Experimentation
SAP integration
Klaviyo integration