Case Study


Project Summary

Denman & Groundswell partnership kicked off in late 2019 with an ecommerce discovery project covering the following areas:

  • Current position audit & market analysis
  • D2C ecommerce strategy
  • Technology & platform review & solution
  • Customer acquisition growth strategy
What We Did
  • - Ecommerce Discovery Audit
  • - D2C Ecommerce Strategy
  • - Technology & Platform Consultancy
  • - Customer Acquisition Strategy
  • - Global Launch
  • - Profitable Revenue Growth


Denman had ambitious plans to increase their revenue via a direct to consumer ecommerce solution along with using digital advertising to help grow & support their global brand.

Their current website was on an old version of Magento 1 which posed potential security risks and limitations towards their ambitious growth targets.


Groundswell conducted a full ecommerce audit of their current site, brand proposition & growth potential. This was presented and discussed in a number of workshops with senior management.

Groundswell then proposed a suitable ecommerce technology stack aligned to business requirements and ran an extensive RFP process with a number of development agencies.

Groundswell supported the ecommerce project and launch of two new Shopify stores for UK & USA. While the ecommerce platform project was in progress, Groundswell developed their full digital advertising strategy across search, shopping, social & email.

"As part of Denman’s “digital journey”, the company recognised that we required expert consulting on achieving substantial and sustainable ecommerce growth.

On recommendation, the company engaged Groundswell in late 2019 who firstly recommended they should conduct a review of our existing platforms. This enabled us to co-develop and subsequently relaunch our entire e-comm platforms with a greatly enhanced user experience, a critical platform for our growth.

In parallel, the Groundswell team helped us develop and then execute an advanced on-line marketing strategy.

The Groundswell team have been highly impressive throughout this journey, showing great depth of experience and knowledge across the technical, marketing and analytical aspects of digital commerce."

Kevin McNamee - CEO Denman Group

Denman has seen significant growth in our online platforms and we continue to work closely with the Groundswell team in driving this growth forward into new international markets as well as continuing to maximize the potential from our core markets and products.

We would have no hesitation in recommending Groundswell based on the professionalism, depth of knowledge and drive that they have demonstrated throughout this partnership, and we fully expect that this will continue into the future.

Kevin McNamee, CEO - Denman & Denroy Group


Global online revenue increased by 1,210%

Overall conversion rate increased 187%

Overall ROAS (return on ad spend) 8.2

Average order value increased by 21%

Number of countries products sold 108


Number of countries products sold


Global Revenue Growth



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