2XU partners with Pattern to revamp Amazon strategy
Ecommerce and marketplace accelerator Pattern announced it has supported iconic Australian athletic wear brand 2XU to pivot its international business.
The partnership has enabled 2XU to solidify its position in key markets, including North America, and achieve an 80% full-price sales rate and increase its average selling price by 25% to $200.
2XU CEO Marc Boelen said the international sportswear market is very crowded and highly competitive.
“As a premium technical brand, we needed to take control and differentiate ourselves. This meant simplifying our distribution to focus on our unique selling point (USP) as a technical compression and triathlon brand, which 2XU is well known for and consumers are willing to pay a premium for,” Boelen said.
“Our data further supported this, showing that content from 2XU’s athletes and ambassadors focused on the technical benefits of our range outperformed other products and content in the US.”
2XU’s previous distribution model led to pricing inconsistencies and brand perception issues, especially due to the sale of end-of-life products on Amazon. Given that 56% of US consumers start their product searches on Amazon, 2XU revised its strategy to prioritise the platform, recognising its critical role in shaping brand perception.
2XU vice president Lindsay Swaik said moving from a multi-channel distribution model to a direct-to-consumer (DTC) model is a major strategic change.
“As a brand, we saw a critical need to build out our international DTC business, even if it meant accepting a short-term impact on sales, to achieve long-term control over pricing and positioning.
Pattern Australia managing director Merline McGregor added: “This shift was essential to drive profitable growth and achieve the brand’s business goals in international markets like the US.”
Over the past year, 2XU has also differentiated itself as a premium technical brand, avoiding competition with the crowded athleisure wear market and opening up new customer opportunities.
“Moving to a premium pricing model required a leap of faith, but it has paid off,” said Boelen.
“We now operate as a premium, full-price brand with healthy margins and the ability to reinvest in acquiring new customers. Our growth over the past two years across Amazon and ecommerce has exceeded 25%, and we continue to see strong performance on both fronts.”
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