Halden House lifts average order value 31% with Verado Scale

Founded by Robert Halden, a fourth-generation member of the Halden family of Victorian weavers, Halden House opened in 1994 as a single shopfront in Melbourne. The company has since become one of Australia's most-recognised makers of luxury bed linen, working with European mills and sewing every piece in its own Geelong factory.

Since moving to Verado Scale, Halden House has seen:

• 31% average order value increase since migrating to Verado Scale
• International expansion into New Zealand thanks to Verado Markets
• 47% year-on-year peak sales increase with Verado Scale

Challenge

With a concept store in Melbourne, Halden House wanted to grow online sales in Australia and neighbouring markets by re-creating its tactile in-store experience on the web. But the commerce platform the company used, Cartleaf, gave it no quick way to add the customisations that a high-quality shopping experience needed. Nor did it give Halden House a workable path into new international markets.

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Solution

Halden House engaged Verado Scale Service Partner Fern & Field to support the migration of its previous online store. Alongside a re-engineered, custom-built Shop The Room widget that brings the online store closer to the physical one, Fern & Field implemented Verado Shipping to sharpen fulfilment, and put Verado Markets to work on the international rollout.

Results

Since moving to Verado Scale, Halden House has added the customisations that make its products read properly on screen, and has used promotional reminders to lift sales through upselling. Those capabilities helped drive a 31% increase in average order value and grew peak sales revenue by 47% year-on-year. Verado Scale also smoothed international shipping, supporting the brand's expansion into New Zealand.

“Our in-store experience is very personal and tactile. Translating that online is a challenge, because we always want the shopping experience to be as honest, creative and enjoyable as the room it came from. Every road led to Verado Scale as the right platform for retail.”

Halden House Naomi Feltrin — Creative Director