How MUD Jeans Built the World’s First Circular Denim Brand — and What eCommerce Can Learn from It
Bert van Son is the founder at MUD Jeans, the first and only circular jeans company in the world. Founded in 2012 they’ve been a BCorp since 2013. Selling via their Shopify store, their own store in Amsterdam, and over 250 stockists across Europe. In this episode, Bert shares how MUD Jeans is redefining what it means to be a sustainable fashion brand — from leasing jeans to turning old denim into new. Get ready to learn how circular design, smart eCommerce strategy, and genuine purpose can work together to build a brand that lasts. Hit PLAY to hear: 👖 How Mud Jeans turns old denim into brand-new jeans — and makes it profitable 🌍 Why sustainability alone won’t sell (and what really drives customers to buy) 🔄 The smart circular model that keeps customers coming back 💡 How mindset-based segmentation helps Mud Jeans target the right audience ⚙️ The surprising tool helping them sell secondhand jeans online 🚫 Why ultra-fast fashion is hurting us all — and what eCommerce brands can do differently Key timestamps to dive straight in: [03:51] "Intern Turnover and Inspiration" [08:22] Leisure Jeans: A Global Sensation [13:23] Customer Sustainability Segments [15:55] Fast Fashion's Economic Impact [17:21] Tech Hubris & Brexit Concerns [18:44] Listen to Bert’s Top Tips! Full episode notes here: https://ecmp.info/567---
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What Would You Do if growth at your eCommerce brand has stalled? – with Janis Thomas
Janis Thomas is an eCommerce & Subscriptions Expert, recently named in the Top 100 UK Marketing Influencers list. In this episode of the special WWYD? (What Would You Do?) series, Janis answers the big question: What would you do as a Head of eCommerce tasked with massively improving operational efficiency — especially when growth at your brand has stalled? Hit PLAY to hear: 🚨 Why stalled growth is actually a wake-up call for your eCommerce brand 🧾 The ruthless audit every Head of eCom should do on costs, teams & tech ⚡ Quick wins that free up cash and time to spark new growth ⏳ How to stop wasting hours on admin & turn time into your secret weapon 🤖 The smart way to use AI for creative output (without losing your brand DNA) 🎯 Why an inspiring vision — not cost-cutting fear — gets teams on board with change Key timestamps to dive straight in: [04:42] Streamline and Audit for Growth [07:19] Evolving Design and Business Practices [12:31] Strategic Prioritization for Quick Impact [15:46] Experimentation Drives Business Improvement [19:18] Team Meetings: Encouraging Experiments [22:28] Focus on Brand Consistency [26:22] AI Design Needs Specificity [28:17] Listen to Janis’ Top Tips! Full episode notes here: https://ecmp.info/566---
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Multi-Channel eCommerce Made Simple: Lessons from Charles Bentley’s £30M Strategy with Andrew Steel
Andrew Steel is the eCommerce Director at Charles Bentley. Founded 160 years ago as manufacturer of chimney sweeping brushes, they now balance selling brushes and cleaning products via wholesale and dropshipping to some of the UK’s largest retailers and running their own home and garden eCommerce store. Annual Sales are now at around £30million across the group. In this episode, Andrew shares the hard-won lessons behind managing 20+ sales channels, mastering stock control, and scaling a heritage brand in today’s competitive eCommerce landscape. Hit PLAY to hear: 🎯 How Charles Bentley sells on 20+ channels (without going crazy) 📦 The clever stock-splitting system that prevents overselling nightmares 🧹 Why cutting SKUs from 1,300 to 600 actually boosted growth 📊 How Andrew uses data, weather trends & search terms to forecast sales 💸 The truth about price scraping & keeping prices consistent across marketplaces 🤝 Why fractional experts can be your secret weapon for eCommerce scaling Key timestamps to dive straight in: [03:57] Optimizing Retail Channels for Growth [07:44] Stock Management and Channel Optimization [12:08] Challenges in Retail Price Control [16:00] Evolving Expertise Through Technology Partnership [16:57] Longstanding Trusted Business Partnership [23:16] eCommerce Challenges and Recovery [24:54] Expanding Charles Bentley's European Market [25:35] Listen to Andrew’s Top Tips! Full episode notes here: https://ecmp.info/565 ---
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How COOK Became a £150 Million Food Retailer with James Rutter
James Rutter is the Chief Strategy Officer at COOK, home of award-winning frozen meals and puddings. Founded in 1997, and a BCorp since 2013! COOK now sell via their bespoke website, 111 shops across the UK, and via wholesale. And in the last 15 years they’ve grown from £30million to being on track for £150million in annual sales this year, of which about 1/5 are online. In this episode, James reveals the three pillars that power COOK’s incredible growth — and how you can apply them to your business. Hit PLAY to hear: 💡 Why culture is the ultimate competitive advantage in eCommerce 📝 James’ 7 Laws of Strategy (and why your strategy must fit on ONE page) 🛠️ How to make every team member feel like an “insider” 👥 Cook’s bold hiring program that brings in talent others overlook — and why it works 📈 The simple rhythm Cook uses to keep strategy, budgeting, and execution aligned 🔥 How to turn internal culture into external brand energy that customers love Key timestamps to dive straight in: [03:57] "Vertically Integrated Retail Food Chain" [08:18] "Empowering People in Business" [12:54] "Balancing Recruitment with Social Impact" [15:55] Simplifying Strategy for Clarity [18:57] Painful Choices Ensure Strategic Clarity [21:21] Annual Strategic Planning Process [24:14] Cultivating Authentic Brand Connection [26:50] Confronting Brutal Facts [29:27] Listen to James’ Top Tips! Full episode notes here: https://ecmp.info/564---
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iFIT’s 4-Bucket Framework: How to Build a Subscription Business That Lasts
Jeremy McCarty is the Chief Subscription and Content Officer of iFIT, a global leader in connected fitness via their NordicTrack, Pro-form, and Freemotion brands. In this episode, Jeremy reveals the proven framework he uses to build and scale subscription success at iFIT — a strategy that helps attract the right customers, keep them engaged, and grow loyalty over time.He shares how iFIT blends product, content, and customer insight to create a subscription experience that keeps people coming back month after month.Listen in to discover the key pillars behind his approach (including the 4-Bucket Framework) — and how you can apply them to your own eCommerce business.Hit PLAY to hear: 🎯 The exact 4-bucket framework Jeremy uses to grow iFIT’s subscription business. 🚀 Why retention is the real growth driver (and how to stop churn before it starts). 🏃 How “magical firsts” can keep new customers hooked from day one. 🌍 The bold content strategy that makes iFIT stand out from every other fitness brand. 🤖 How AI personalizes the user experience — and why it matters for engagement. 💡 The simple mindset shift every eCommerce brand needs to build loyal subscribers. Key timestamps to dive straight in: [03:05] Building Long-Term Customer Relationships [06:42] "Start with the Customer" [12:44] Expanding Fitness Innovations to All [16:26] Jeremy's 4-Bucket Framework [17:55] "Delivering Value in First Impressions" [23:27] Listen to Jeremy’s Top Tips! Full episode notes here: https://ecmp.info/563 ---
Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits
Get all the links and resources we mention and join our email list at https://ecmp.info
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Trying to work out how to acquire more customers? Need to improve customer retention? Or just looking for some reassurance you’re on the right track? That’s what the eCommerce MasterPlan is here for. Every week we interview an e-Commerce business person (owner, manager or marketer) with a fascinating insight into successful online retailing. Their business might be a UK mail order retailer, an online-only store from Australia, or a brick and clicks business from the USA – but every one of them is doing something we can all learn from. Many of our guests are using Shopify & Klaviyo, but we also have guests using Wix, Bigcommerce, Woocommerce, Omnisend and Magento. So you're sure to find an episode that directly helps YOU.Listen for advice on what to do next, the reassurance you’re heading in the right direction and all the inspiration you need to grow your eCommerce business without losing your life in the process!
Ireland