Bundle Baby - A case study in profitable ecommerce growth

Market

Retail
Nursery & Baby Products
Travel Systems & Prams

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Technology

IRP Commerce
IRP Marketing Cloud
IRP Trader
Google Ads
Meta Ads
Affiliate (AWIN)
JavaScript
HTML / CSS
SaaS Integrations

Services & Service Packages

Fractional Director of Ecommerce

Ecommerce Growth Strategy
Commercial Planning
P&L & Margin Management
Pricing Strategy
Competitor & Market Analysis
Stock & Demand Planning
Growth Forecasting
International Expansion Strategy

Implementation

Ecommerce Audit
Launch Readiness & Commercial QA
Product Data Optimisation
SEO & Redirect Review
Full Marketing Calendar Planning & Execution
On-Site Merchandising & Optimisation
Email Marketing Management
Performance Marketing Strategy & Management
Promotion & Bundle Strategy
International Channel Development

Performance Marketing

Affiliate (AWIN) Management
Meta Ads Strategy
Google Ads Strategy

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Our Impact:

Since being contracted by BundleBaby through the IRP Service Marketplace, ecommerce has become the company's primary growth engine. Combining IRP Commerce's data-led platform with FWD's strategic and commercial support has enabled the business to make faster, more confident decisions,creating a more profitable and scalable ecommerce operation.

250%+ ecommerce sales growth since launch on the IRP Commerce platform.
Currently tracking at approximately 160% year on year growth in the second year of partnership
Expanded from trading in 2 countries to 10 across the UK, Europe and the Middle East
+170% YOY profit growth

Rather than simply increasing revenue, our focus has been on building a profitable, scalable ecommerce operation. One of the biggest transformations has been moving the business from making decisions based largely on instinct to making decisions backed by real-time commercial data. That has led to stronger marketing performance, better operational control and, ultimately, significantly higher profitability.

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250%+

sales growth since launch on the IRP Commerce platform

+170%

YOY profit growth in second full year of partnership

+8 New Markets

Trading across the UK, Europe and the Middle East

Real-Time Data

Commercial Decision Making Transformed Through Real-Time Trader Data

About:

BundleBaby is a Northern Ireland based retailer specialising in prams, travel systems, nursery furniture, car seats and baby essentials. Based in Crossgar, County Down, the business has built an excellent reputation for expert advice, premium brands and exceptional customer service, supporting families throughout the UK and Ireland.

With ambitious growth plans, the business recognised that ecommerce represented its greatest opportunity to scale beyond its existing customer base to become a leading online destination within the nursery sector.

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The Challenge:

BundleBaby had successfully replatformed from Shopify to IRP Commerce and was ready to set a launch date. Before go live, the priority was ensuring the site was fully optimised so BundleBaby could hit the ground running. FWD worked alongside BundleBaby and the IRP Commerce team to audit the site, identify technical and commercial improvements, optimise product data and ensure the platform was ready for launch.

Once live, our focus turned to the wider commercial challenge.

Sales had plateaued on Shopify. Growth had initially been strong but the company was struggling to take the next step up and compete as a major player in the UK and Ireland baby market. Much of the challenge came down to visibility. Without reliable commercial data, it was difficult to understand which products, brands and marketing channels were genuinely driving profit. The opportunity wasn't simply to generate more traffic, but to combine better technology with better commercial decision making, creating an ecommerce operation capable of delivering profitable, sustainable growth.

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The Approach:

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Launch Readiness & Commercial Foundations

Working alongside IRP Commerce and the BundleBaby team, we focused on ensuring the new platform launched successfully.

This included:

Comprehensive ecommerce audit
Product data optimisation
Redirect mapping review
Category and merchandising improvements
Conversion optimisation across key landing pages
Technical launch support and post-launch refinement

The result was a successful migration with strong trading continuity and a solid foundation for future growth. It also established the commercial foundations needed to fully leverage the capabilities of the IRP platform from day one.

Launching on IRP Commerce also gave BundleBaby access to a far richer level of commercial insight. Rather than relying on disconnected reports, the business could now see sales, margin, pricing and stock performance in real time, providing the visibility needed to make quicker and more commercially informed decisions.

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Full Implementation & Ecommerce Strategy

Initially engaged through our GROW package in partnership with IRP Commerce, we acted as BundleBaby's Fractional Director of Ecommerce, providing strategic direction across the business.

As performance accelerated and the opportunity expanded, the relationship developed into our MAXIMISE package, with FWD taking responsibility for a much broader range of implementation and marketing activities.

Our ongoing responsibilities include:

Ecommerce strategy and commercial planning
P&L and profitability management
Pricing strategy and promotional planning
Stock forecasting and inventory optimisation
Competitor analysis and market intelligence
Growth forecasting and commercial target setting
Full ecommerce marketing calendar
On-site merchandising and implementation
Complete email marketing management
Affiliate marketing management
Performance marketing strategy and agency coordination

One of the biggest changes has been shifting commercial focus away from revenue alone and towards net profit optimisation.

We use the commercial insight available through IRP Trader to continually analyse margin, product performance, channel profitability and stock, allowing us to identify opportunities that simply weren't visible previously. Pricing decisions, promotional activity, advertising budgets and stock investment can all be measured against their commercial impact rather than assumptions.

The partnership itself has also been an important part of the story. Through the IRP Service Marketplace, BundleBaby were able to select specialist partners aligned to their ambitions. FWD was appointed to provide strategic ecommerce leadership, while The Core Digital supported paid search. Bringing together the right technology with the right specialist partners has allowed the business to execute quickly while maintaining commercial discipline.

Alongside this, carefully structured product bundles, promotional mechanics and accurate budget allocation have enabled BundleBaby to scale while protecting profitability.

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Marketing & International Growth

As commercial foundations strengthened, we expanded acquisition across both domestic and international markets.

The operational efficiencies within IRP Commerce also made international expansion significantly easier, allowing new markets to be introduced without adding unnecessary complexity to the day-to-day running of the business.

Google Ads campaign structures were rebuilt,with activity focusing on profitability rather than traffic volume, while email marketing became an increasingly important retention and revenue channel.

Affiliate marketing was introduced to broaden acquisition, while international traffic strategies opened new opportunities across Europe and the Middle East.

Today BundleBaby successfully trades across ten countries, creating a far more diversified and resilient ecommerce business than when our partnership began.

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Check out the video below for more info and a sneak peak behind the scenes:

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