Kettler
Kettler is one of the UK’s most established garden furniture brands, known for premium materials, long product lifecycles and seasonal ranges that dominate outdoor living spaces year after year. The brand operates in a highly competitive, seasonal category where performance depends on efficiency, visibility and customer loyalty – not just demand.
Brave Agency partnered with Kettler, supporting growth across Google Ads, Meta Ads, SEO, content and email marketing, while also leading a complex platform migration from WordPress to Shopify in collaboration with development partner Quickfire.
The objective was not short-term uplift but stronger, more scalable performance rooted in customer experience.
2.6x
Total Revenue YoY
6.14
Average Paid Media ROAS
+54%
Average Order Value YoY
When Kettler came to Brave, performance had begun to plateau.
Paid media was responsible for a disproportionate share of revenue, organic visibility was inconsistent across priority garden furniture categories, and the existing WooCommerce platform had become difficult to optimise and scale. At the same time, Kettler was planning a move to Shopify to support future growth, but needed confidence that revenue and organic visibility would be protected throughout the transition.
The brief was to bring clarity and structure to the entire brand:
Our initial audit spanned technical SEO, paid media performance, on-site experience and customer journeys.
From a technical perspective, the site was carrying significant legacy debt. Broken internal links, redirect chains, and inconsistent metadata were diluting ranking signals across key pages, while crawl inefficiencies made it harder for search engines to prioritise the right content. Page speed and Core Web Vitals were also underperforming, impacting both SEO and conversion.
From a performance perspective, paid media was efficient at driving traffic, but post-click experience and retention were limiting long-term value. SEO, paid and content were not fully aligned around shared intent, and customer journeys often ended at first purchase.
Crucially, email marketing did not exist as a channel at all. There were no automated flows, no segmentation and no structured approach to retention, leaving significant first-party value untapped.
Our approach centred on one core principle: performance only scales when the customer journey works end to end.
Rather than treating channels as separate workstreams, we aligned SEO, paid media, email and UX around shared objectives and shared insight.
SEO and paid media were restructured to support one another rather than compete. Key actions included:
This resulted in stronger post-click performance and improved efficiency across acquisition channels.
SEO was treated as a core growth driver, not a background task.
We prioritised fixes based on impact, addressing structural issues before scaling content and category optimisation. As the site evolved, SEO decisions were made with the upcoming Shopify migration in mind, ensuring all improvements would transfer cleanly to the new platform.
Over time, this created a more resilient organic foundation and reduced reliance on paid media during peak trading periods.
Email marketing was introduced as a brand-new channel, built entirely from scratch.
We implemented Klaviyo, defined segmentation from first principles and designed lifecycle journeys aligned to Kettler’s buying behaviour and product lifecycles. This included:
Campaign strategy focused on relevance and value, supporting peak periods without eroding long-term margin.
The migration from WordPress to Shopify was one of the most critical phases of the partnership.
With hundreds of URLs, strong seasonal organic demand, and live paid media activity, this was a high-risk project if mishandled. Brave led the strategy and SEO management of the migration, working closely with Quickfire to ensure performance was protected at every stage.
We began with a detailed technical audit and URL inventory, identifying priority revenue-driving pages and mapping every legacy URL to its new Shopify equivalent. A redirect strategy was planned in advance to preserve authority and minimise disruption.
SEO, paid media and development were aligned before launch, ensuring:
At launch, redirects were implemented cleanly, crawl paths were simplified, and a new sitemap structure ensured search engines could efficiently discover and index priority pages. The new Shopify platform immediately delivered improvements in site speed, usability and flexibility.
Following launch, we closely monitored performance across Search Console, analytics and paid media, resolving edge-case issues quickly and refining category pages as data came in. Organic visibility stabilised quickly and continued to grow, rather than dipping and recovering months later.
The result was a smooth, low-risk migration that improved site health while protecting existing revenue.
Across the partnership, Kettler achieved clear, measurable outcomes:
Most importantly, growth became more predictable and more sustainable, with revenue no longer reliant on a single channel.
This partnership succeeded because we focused on what mattered most.
We prioritised the customer journey over isolated tactics, meaningful metrics over vanity reporting, and long-term value over short-term wins. And we worked alongside Kettler and Quickfire as strategic partners, not suppliers.
Marketing isn’t a list of channels. It’s a connected experience. When that experience works, growth follows.
Real growth takes real expertise. Speak to the team who made this happen.
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