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NOVOS x Antler case study







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Antler are a British luxury luggage company, known for their iconic suitcase collections including the Clifton, the Chelsea and Stamford. 


Their colour ranges are equally impressive, with sets ranging in tones from mineral blue, ocean blue and cornflower blue to blush pink, sage green and rose gold. 


We were initially introduced to Antler for a migration project, however post migration they decided to continue working with our strategy team on tech SEO and content development.

The challenge.

  • Prioritising SEO within the development list 
  • Nuanced Shopify issue of www. being removed on the site 
  • Positioning Antler within the right demographic in Google
  • Continued growth post migration to Shopify

Our strategy.

  • Liaised with their in-house PR team on content production and what pages to link to from their press-releases.
  • We went after 0 search volume keywords that we knew could drive traffic (and did)
  • Matching intent correctly for airline specific collections.
  • Conducted an internal search audit using Klevu to dictate a new menu structure and identify content gaps. 
  • Reviewed the current internal linking techniques and provided a new, more effective internal linking strategy
  • Provided data and customer lead targeting recommendations.
  • Reviewed the technical setup of the site and provided a list of recommendations, prioritised via the ICE metric
  • Cannibalisation checks for suitcase vs luggage terms.
"Novos have been fantastic to work with, they have provided strategic insight and have delivered on improving our organic performance. Regardless of the challenge we throw their way, they have been able to step up and find solutions for us. I would have no hesitation recommending Novos if you are serious about improving your organic visibility online"

Michael O’Connor, Head of eCommerce @ Antler

The results

  • 248.91% increase in organic revenue YoY from April 2022 to November 2022 compared to the same dates in 2021.

  • A 143.68 % increase in organic sessions to the site during this period too.
  • November organic revenue 152.51%  YoY, with a very successful Black Friday (115.28% up YoY). With this data set we compared  the 25th Nov 2022 (this years black Friday) to 26 Nov 2021.

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