Second Summer: Made to Escape the Ordinary
Image Credit: Second Summer
Key Results
+35% growth in DTC gross revenue
Consistently profitable paid media performance on conservative budgets
+186% increase in US traffic, now the second strongest DTC market
Improved operational efficiency through ecommerce consolidation
Clear visibility and cost optimisation across EU warehousing
Secured wholesale accounts with Selfridges & American Rag UAE
The Challenge
Second Summer is a UK-based swim and resort-wear brand operating across three separate ecommerce sites, creating complexity across operations, customer experience, and profitability. The brand engaged Folta Consulting to streamline its ecommerce infrastructure, assess EU warehousing viability, and improve margin clarity. Alongside DTC optimisation, the brand sought guidance on entering wholesale partnerships and aligning its buying and fashion calendar to support both B2C and B2B growth.
The Approach
We conducted a detailed review of customer acquisition and retention strategies to understand performance across markets and channels. A cost and revenue analysis of EU warehousing was carried out to assess profitability and operational efficiency, informing strategic decisions around site consolidation.
Paid media activity was managed across Meta and Google with a focus on profitable, sustainable growth. The brand was introduced to marketplace and drop-ship opportunities — particularly within the US — to support market entry and demand testing. A critical path for the fashion calendar was delivered to align collection launches, presentations, and wholesale growth, alongside the development of pricing and cost models to support margin-led decision-making. As part of the optimisation process, three ecommerce properties were consolidated into a single site to reduce inefficiencies and improve the customer journey.
The Results
Since working with Folta Consulting, Second Summer achieved a 35% increase in DTC gross revenue while consistently driving profitable sales across all paid media channels, supported by a disciplined and conservative media budget.
Operational visibility improved significantly, with EU warehousing inefficiencies addressed and the EU site merged into the COM site to reduce complexity and costs. Expansion into the US proved highly successful, delivering a 186% increase in traffic and establishing the market as the second strongest DTC region after the UK.
About the brand:
Second Summer transcends mere fashion; it embodies a lifestyle. It emerges from the yearning to break free from the mundane, embracing a more liberated existence influenced by the tranquil island way of life. Our intent is not to escape reality, but to shed the superfluous, embracing sustainability, mindfulness, and intentionality. These ideals are seamlessly woven into our collections.
Visit Second Summer here: www.secondsummer.com