Established in 1876 in Maine, USA, G.H. Bass & Co., are a heritage footwear brand, well-known in the US, but with less of a presence in other territories.
Expansion into the UK and Europe began in late 2014 with a Head Office located in London. The ecommerce website went live in June 2015 with a handful of men’s and women’s styles. 2016 saw the product range expand by 30% in SS16 and then by an additional 30% in AW16. The first store opened in London in June 2016.
Fox&Bear was appointed in 2015 to help grow the website’s natural search visibility, increase brand awareness and support the business in international expansion from an outlet to premium retailer. The focus was initially on the UK, with longer-term plans for wider European growth. As the website was new, it had very little authority and visibility in search engines. In addition, the brand was not well-known in the UK and Europe so awareness was low. Essentially, the site was starting from scratch, in a competitive market, and they had a tight digital marketing budget.