2024-2025
Crafted Furniture
One of Australia’s leading luxury, omni-channel, made-to-order sofa brands.
Growth Consultancy
Retail Strategy
Know More
Engaged as a strategic partner to help Crafted transition from a founder-led, design-first business into a growth-ready brand with clear structure, sharper positioning and scalable systems. The work spanned sales, marketing, digital, operations and leadership alignment, creating a more focused and confident path forward.
About Our Partnership
Crafted is an Australian design studio and furniture brand dedicated to creating timeless, made-to-order pieces for thoughtful interiors. With a strong foundation in local craftsmanship and design-led production, Crafted is known for its enduring materials, elegant simplicity and close collaborations with interior designers and architects.
Our partnership was a holistic one, looking at growth opportunities across all functional areas of the business, from marketing and digital to operations, product development and team structure. While brand positioning, merchandising, and eCommerce were key focuses, the broader work involved shaping a clear vision for scale, aligning cross-functional priorities and supporting the founder through a period of strategic evolution.
Problem
Brought in to help resolve key issues around pricing, positioning, merchandising and brand expression. I partnered closely with the founder to realign the offer, sharpen the narrative and build scalable systems for marketing, eCommerce, product and promotional planning. The scope also included elevating the showroom experience, creating spatial vignettes and a clear visual rhythm to better express the brand and inspire customer
Approach
I worked closely with the founder to audit existing marketing activity, identify under-leveraged assets, and build a structured campaign calendar, and shoot new content. Together, we refined the brand’s point of difference, aligned product releases with storytelling opportunities, and introduced CRM planning frameworks to better support engagement and retention. I also helped define and prioritise marketing, influencer and partnership outreach to amplify visibility.
As part of the broader strategic engagement, I led a full rebrand and redesign of Crafted’s Shopify website. The previous site lacked clarity, hierarchy and the visual sophistication to match the brand’s product quality and pricing strategy.
Working closely with the founder and design team, we developed a refined brand system and rebuilt the site architecture to support both inspiration and conversion. Key improvements included clearer navigation, elevated photography and copy, simplified product flows, and the introduction of brand storytelling throughout the experience.
The result was a significantly more confident and premium digital presence, aligned with Crafted’s point of difference and better equipped to support trade, residential and DTC customers.
Outcome
Crafted gained a clear strategic lens for decision-making, enabling the team to focus on fewer, higher-impact activities. The brand’s messaging became more confident, campaign planning moved from reactive to proactive, and internal processes around marketing delivery were streamlined. The foundation was laid for long-term digital growth while staying true to Crafted’s values and aesthetic.
Key Achievements:
Developed company-wide strategic plans across sales, marketing, operations, and finance, contributing to a 10% YoY uplift in revenue for FY25 and avg ROAS of 16
Together with our new PR Team, we achieved 7 Press Features in 6 months, including key magazine targets Vogue Living Australia, Habitus, Belle, Interiors Addict, The Local Project, and Home Beautiful
Defined and executed a new brand strategy, including the launch of a new lead generating, eCommerce-focused website (resulting in +20% leads per month no additional spend), refreshed in-store merchandising, and updated creative guidelines
Developed a new pricing strategy following a comprehensive review of competitor positioning, elevated the brand into the luxury segment with a 30% average price increase and a resulting 10% increase in sales
Trained and upskilled the sales team on best-practice techniques, increasing lead-to-engaged lead rates by 20% and conversion rates by 40%
Led a business restructure to reduce operational costs by 50% and improve efficiency by integrating internal systems and streamlining processes
More Works
©2025
FAQ
01
What does a typical engagement look like?
02
How is pricing structured?
03
What areas do you cover?
04
Who do you typically work with?
05
What’s the return on investment?
06
Can you work alongside our team or existing advisors?
07
How do you measure success?
08
How do we get started?
2024-2025
Crafted Furniture
One of Australia’s leading luxury, omni-channel, made-to-order sofa brands.
Growth Consultancy
Retail Strategy
Know More
Engaged as a strategic partner to help Crafted transition from a founder-led, design-first business into a growth-ready brand with clear structure, sharper positioning and scalable systems. The work spanned sales, marketing, digital, operations and leadership alignment, creating a more focused and confident path forward.
About Our Partnership
Crafted is an Australian design studio and furniture brand dedicated to creating timeless, made-to-order pieces for thoughtful interiors. With a strong foundation in local craftsmanship and design-led production, Crafted is known for its enduring materials, elegant simplicity and close collaborations with interior designers and architects.
Our partnership was a holistic one, looking at growth opportunities across all functional areas of the business, from marketing and digital to operations, product development and team structure. While brand positioning, merchandising, and eCommerce were key focuses, the broader work involved shaping a clear vision for scale, aligning cross-functional priorities and supporting the founder through a period of strategic evolution.
Problem
Brought in to help resolve key issues around pricing, positioning, merchandising and brand expression. I partnered closely with the founder to realign the offer, sharpen the narrative and build scalable systems for marketing, eCommerce, product and promotional planning. The scope also included elevating the showroom experience, creating spatial vignettes and a clear visual rhythm to better express the brand and inspire customer
Approach
I worked closely with the founder to audit existing marketing activity, identify under-leveraged assets, and build a structured campaign calendar, and shoot new content. Together, we refined the brand’s point of difference, aligned product releases with storytelling opportunities, and introduced CRM planning frameworks to better support engagement and retention. I also helped define and prioritise marketing, influencer and partnership outreach to amplify visibility.
As part of the broader strategic engagement, I led a full rebrand and redesign of Crafted’s Shopify website. The previous site lacked clarity, hierarchy and the visual sophistication to match the brand’s product quality and pricing strategy.
Working closely with the founder and design team, we developed a refined brand system and rebuilt the site architecture to support both inspiration and conversion. Key improvements included clearer navigation, elevated photography and copy, simplified product flows, and the introduction of brand storytelling throughout the experience.
The result was a significantly more confident and premium digital presence, aligned with Crafted’s point of difference and better equipped to support trade, residential and DTC customers.
Outcome
Crafted gained a clear strategic lens for decision-making, enabling the team to focus on fewer, higher-impact activities. The brand’s messaging became more confident, campaign planning moved from reactive to proactive, and internal processes around marketing delivery were streamlined. The foundation was laid for long-term digital growth while staying true to Crafted’s values and aesthetic.
Key Achievements:
Developed company-wide strategic plans across sales, marketing, operations, and finance, contributing to a 10% YoY uplift in revenue for FY25 and avg ROAS of 16
Together with our new PR Team, we achieved 7 Press Features in 6 months, including key magazine targets Vogue Living Australia, Habitus, Belle, Interiors Addict, The Local Project, and Home Beautiful
Defined and executed a new brand strategy, including the launch of a new lead generating, eCommerce-focused website (resulting in +20% leads per month no additional spend), refreshed in-store merchandising, and updated creative guidelines
Developed a new pricing strategy following a comprehensive review of competitor positioning, elevated the brand into the luxury segment with a 30% average price increase and a resulting 10% increase in sales
Trained and upskilled the sales team on best-practice techniques, increasing lead-to-engaged lead rates by 20% and conversion rates by 40%
Led a business restructure to reduce operational costs by 50% and improve efficiency by integrating internal systems and streamlining processes
More Works
©2025
FAQ
01
What does a typical engagement look like?
02
How is pricing structured?
03
What areas do you cover?
04
Who do you typically work with?
05
What’s the return on investment?
06
Can you work alongside our team or existing advisors?
07
How do you measure success?
08
How do we get started?
2024-2025
Crafted Furniture
One of Australia’s leading luxury, omni-channel, made-to-order sofa brands.
Growth Consultancy
Retail Strategy
Know More
Engaged as a strategic partner to help Crafted transition from a founder-led, design-first business into a growth-ready brand with clear structure, sharper positioning and scalable systems. The work spanned sales, marketing, digital, operations and leadership alignment, creating a more focused and confident path forward.
About Our Partnership
Crafted is an Australian design studio and furniture brand dedicated to creating timeless, made-to-order pieces for thoughtful interiors. With a strong foundation in local craftsmanship and design-led production, Crafted is known for its enduring materials, elegant simplicity and close collaborations with interior designers and architects.
Our partnership was a holistic one, looking at growth opportunities across all functional areas of the business, from marketing and digital to operations, product development and team structure. While brand positioning, merchandising, and eCommerce were key focuses, the broader work involved shaping a clear vision for scale, aligning cross-functional priorities and supporting the founder through a period of strategic evolution.
Problem
Brought in to help resolve key issues around pricing, positioning, merchandising and brand expression. I partnered closely with the founder to realign the offer, sharpen the narrative and build scalable systems for marketing, eCommerce, product and promotional planning. The scope also included elevating the showroom experience, creating spatial vignettes and a clear visual rhythm to better express the brand and inspire customer
Approach
I worked closely with the founder to audit existing marketing activity, identify under-leveraged assets, and build a structured campaign calendar, and shoot new content. Together, we refined the brand’s point of difference, aligned product releases with storytelling opportunities, and introduced CRM planning frameworks to better support engagement and retention. I also helped define and prioritise marketing, influencer and partnership outreach to amplify visibility.
As part of the broader strategic engagement, I led a full rebrand and redesign of Crafted’s Shopify website. The previous site lacked clarity, hierarchy and the visual sophistication to match the brand’s product quality and pricing strategy.
Working closely with the founder and design team, we developed a refined brand system and rebuilt the site architecture to support both inspiration and conversion. Key improvements included clearer navigation, elevated photography and copy, simplified product flows, and the introduction of brand storytelling throughout the experience.
The result was a significantly more confident and premium digital presence, aligned with Crafted’s point of difference and better equipped to support trade, residential and DTC customers.
Outcome
Crafted gained a clear strategic lens for decision-making, enabling the team to focus on fewer, higher-impact activities. The brand’s messaging became more confident, campaign planning moved from reactive to proactive, and internal processes around marketing delivery were streamlined. The foundation was laid for long-term digital growth while staying true to Crafted’s values and aesthetic.
Key Achievements:
Developed company-wide strategic plans across sales, marketing, operations, and finance, contributing to a 10% YoY uplift in revenue for FY25 and avg ROAS of 16
Together with our new PR Team, we achieved 7 Press Features in 6 months, including key magazine targets Vogue Living Australia, Habitus, Belle, Interiors Addict, The Local Project, and Home Beautiful
Defined and executed a new brand strategy, including the launch of a new lead generating, eCommerce-focused website (resulting in +20% leads per month no additional spend), refreshed in-store merchandising, and updated creative guidelines
Developed a new pricing strategy following a comprehensive review of competitor positioning, elevated the brand into the luxury segment with a 30% average price increase and a resulting 10% increase in sales
Trained and upskilled the sales team on best-practice techniques, increasing lead-to-engaged lead rates by 20% and conversion rates by 40%
Led a business restructure to reduce operational costs by 50% and improve efficiency by integrating internal systems and streamlining processes
More Works
©2025
FAQ
What does a typical engagement look like?
How is pricing structured?
What areas do you cover?
Who do you typically work with?
What’s the return on investment?
Can you work alongside our team or existing advisors?
How do you measure success?
How do we get started?