Secret Linen Store

The Secret Linen Store is a specialist supplier of beautiful high quality bed linen, bedding and accessories. Designed in the UK and made with love in Portugal.

The Secret Linen Store approached Leapfrogg for help in putting together a strategy and targets for their next phase of successful growth and beyond.

Having grown rapidly in their first three years of business Secret Linen Store found their market position being squeezed from both sides. They were therefore looking for help in refining their future digital proposition and direction by increasing their customer insight and deepening their knowledge of the online market place in which they sit.


Leapfrogg put together a six week Growth Accelerator program with the following objectives:

  • Defining a clear digital proposition to achieve high growth over three years
  • Understand fully the competitive online market place
  • Discover who Secret Linen Store customers really are and the experience they want at each stage of the buying journey
  • Understand the resource and skills required to achieve growth targets
  • Gain a clear and informed picture of where to spend a limited marketing budget for maximum ROI

What we did

Leapfrogg worked through the following stages using our unique growth acceleration methodology.

Analysis for growth
Using a combination of interviews, analytics, marketing analysis and market research we completed a full picture of Secret Linen Store as is currently sits within its sector. We analysed the business history, products, brand proposition and product alongside current marketing activity and in house skills / resource. We compared that to key competitors online and produced a MarketPlace report detailing all findings and identifying strengths, weaknesses, threats and opportunities across all key areas of the business.

Discover for growth
Using the analysis from the MarketPlace report we created a bespoke program of insight to fill in the gaps around Secret Linen Stores customer knowledge. We segmented the Secret Linen Store customer base into relevant pots by purchase behaviour and used a tailored customer survey to profile them in detail.

The profiles were then used to create a map of the perfect shopping experience across all digital touchpoints at each stage of the buying journey.

Build for growth
Using the detailed customer profiles and customer maps we delivered a top level strategy for growth across key business areas of product, finance, marketing and HR. The advised direction for the business was based on delivering the perfect shopping experience for their most important customers.

For each channel we identified quick wins and longer term goals and used the proposed strategy to create a financial forecast to allow the informed setting of budgets

Plan for growth
Finally, once the overall direction for the business was agreed we turned the strategy into an actionable month-by-month plan for the year. Alongside an overall target for the business each area was given its own set of targets and KPIs and all relevant people were given accountability for their own tasks within the plan.

Leapfrogg delivered a full blueprint for success.


As a result of the insight and strategy delivered by Leapfrogg, in the first 12 months of working to the plan, Secret Linen Store has:

  • Put three new products into production to increase AOV and LTV
  • Redefined their design process around their core customer
  • Seen a 71.5% increase in revenue over the Christmas period YOY
  • Website sessions up 34%
  • Organic search engine traffic from Google up 45%
  • Organic search engine revenue from Google up 104%
  • Revenue from social activity up 85%
  • Average order value up 43%
  • Total revenue up 78%

Leapfrogg work with Secret Linen Store on a monthly basis to support them and ensure the strategy is delivered.

What did the client have to say?

“Working with the Leapfrogg team has been a breath of fresh air for us. With such a small team of four, time was too often taken up firefighting, and working on the current pressures, meaning that analysing and strategising for the future always fell to the bottom of the list. We now have a plan to keep us heading in the right direction, and support at a senior level to check in on our progress and make sure we don’t go off track. Leapfrogg have given us structure and focus, which is just what we needed. We’re really looking forward to working with them to deliver our big plans for growth.”

Harriet Mears, Managing Director at Secret Linen Store