Launching DTC from zero for a German fashion brand
The local office wanted to launch e-commerce, but HQ couldn't decide without a complete model. We built the business case, ran the launch, and found the person to hand the channel to.
Situation
Gerry Weber's local office initiated a DTC launch, but the project stalled in uncertainty. HQ had no basis for a decision: no P&L model, no coherent architecture.
Vendors pitched fragments of a solution. None of them would take responsibility for the result end to end.
The task
Give HQ the grounds for a go/no-go decision. Run the launch as a single point of accountability. Bring the channel to the point where a full-time director can take over.
How we worked
Concept — the case for HQ
Built a complete launch model: P&L, media plan, operating structure. Prepared an HQ-ready package and joined the pitch to the head office in Germany. Outcome: green light.
Launch — a single point of control
Coordinated IT and integrations (1C), product and logistics workstreams, finance and legal, and the dialogue with HQ. Sourced the fulfillment provider and the development studio. Kept timeline, budget, and quality on track.
Hiring the e-commerce director
Defined the role, ran the candidate search, and managed the handover. The new director went on to grow DTC into a sustainable business unit.
Results
Domains under management
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