Johnstons of Elgin
Founded in 1797, Johnstons of Elgin, a renowned brand in luxury cashmere and fine woollens— RevWise embarked on a strategic overhaul of their affiliate program.
Our mission was clear:
Clean the program by eliminating non-valuable partners.
Expand the network with diverse publishers.
Optimise the commission structure for maximum impact.
+0%
YoY revenue growth (during peak)
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YoY growth in orders (during peak)
+0%
YoY growth in productive (sales-active) publishers
Executive summary
01 Refinement
We stripped back the noise by auditing and removing underperforming voucher code partners, clearing the path for higher-quality traffic and cleaner conversion data.
02 Expansion
Broadening Influence
By securing strategic partnerships with high-profile publishers, we expanded Johnstons of Elgin’s reach into luxury and fashion editorial spaces, driving premium traffic and sales.
03 Streamline
Precision & Performance
We optimized the commission structure and introduced tailored incentives, ensuring top-tier affiliates were fully engaged while maintaining profitability.
Every commission counts: A refined approach to affiliate profitability and efficiency.
When it comes to cashmere, there’s one brand the fashion world all looks to. A fashion editor secret, Johnstons of Elgin, a family-run company from Scotland, creates world famous cashmere (the biggest brands in the fashion industry place orders with them). The fabric is timeless but the styles are decidedly contemporary.
Conde Nast Traveller
Johnstons of Elgin Affiliate Article
“From a humble woollen mill in Elgin Scotland, Johnstons of Elgin have come a long way over its more than 220 years of business. Working with the world’s finest, natural biodegradable fibres, including Scottish cashmere of course, the brand certainly knows its way around the precious fabric and how to craft meticulously and sustainably. From modern classics to signature designs, there’s a reason Johnstons of Elgin have been doing this for so long.
Vogue Australia
Johnstons of Elgin Affiliate Article
When it comes to cashmere, there’s one brand the fashion world all looks to. A fashion editor secret, Johnstons of Elgin, a family-run company from Scotland, creates world famous cashmere (the biggest brands in the fashion industry place orders with them). The fabric is timeless but the styles are decidedly contemporary.
Conde Nast Traveller
Johnstons of Elgin Affiliate Article
“From a humble woollen mill in Elgin Scotland, Johnstons of Elgin have come a long way over its more than 220 years of business. Working with the world’s finest, natural biodegradable fibres, including Scottish cashmere of course, the brand certainly knows its way around the precious fabric and how to craft meticulously and sustainably. From modern classics to signature designs, there’s a reason Johnstons of Elgin have been doing this for so long.
Vogue Australia
Johnstons of Elgin Affiliate Article
When it comes to cashmere, there’s one brand the fashion world all looks to. A fashion editor secret, Johnstons of Elgin, a family-run company from Scotland, creates world famous cashmere (the biggest brands in the fashion industry place orders with them). The fabric is timeless but the styles are decidedly contemporary.
Conde Nast Traveller
Johnstons of Elgin Affiliate Article
“From a humble woollen mill in Elgin Scotland, Johnstons of Elgin have come a long way over its more than 220 years of business. Working with the world’s finest, natural biodegradable fibres, including Scottish cashmere of course, the brand certainly knows its way around the precious fabric and how to craft meticulously and sustainably. From modern classics to signature designs, there’s a reason Johnstons of Elgin have been doing this for so long.
Vogue Australia
Johnstons of Elgin Affiliate Article
When it comes to cashmere, there’s one brand the fashion world all looks to. A fashion editor secret, Johnstons of Elgin, a family-run company from Scotland, creates world famous cashmere (the biggest brands in the fashion industry place orders with them). The fabric is timeless but the styles are decidedly contemporary.
Conde Nast Traveller
Johnstons of Elgin Affiliate Article
“From a humble woollen mill in Elgin Scotland, Johnstons of Elgin have come a long way over its more than 220 years of business. Working with the world’s finest, natural biodegradable fibres, including Scottish cashmere of course, the brand certainly knows its way around the precious fabric and how to craft meticulously and sustainably. From modern classics to signature designs, there’s a reason Johnstons of Elgin have been doing this for so long.
Vogue Australia
Johnstons of Elgin Affiliate Article
When it comes to cashmere, there’s one brand the fashion world all looks to. A fashion editor secret, Johnstons of Elgin, a family-run company from Scotland, creates world famous cashmere (the biggest brands in the fashion industry place orders with them). The fabric is timeless but the styles are decidedly contemporary.
Conde Nast Traveller
Johnstons of Elgin Affiliate Article
“From a humble woollen mill in Elgin Scotland, Johnstons of Elgin have come a long way over its more than 220 years of business. Working with the world’s finest, natural biodegradable fibres, including Scottish cashmere of course, the brand certainly knows its way around the precious fabric and how to craft meticulously and sustainably. From modern classics to signature designs, there’s a reason Johnstons of Elgin have been doing this for so long.
Vogue Australia
Johnstons of Elgin Affiliate Article
The Action Plan
Challenges and Strategic Solutions
The existing commission structure was static and not tailored to various publisher types, thereby limiting incentives for high-performing affiliates. The program also suffered from low-performing voucher code sites that detracted from meaningful sales. Additionally, a narrow publisher base constrained our reach and revenue potential.
Action plan:
Program Cleanup
Conducted a rigorous audit to identify and remove underperforming voucher code sites.
Maintained high-quality content by closely monitoring affiliate activities.
Publisher Expansion
Identified and onboarded a diverse array of high-quality publishers to broaden reach.
Partnered with top-tier publishers to drive traffic and enhance brand visibility, paving the way for increased revenue.
Strategic Campaigns
Launched focused campaigns during pivotal periods, such as the Summer Sale Event, to enhance affiliate engagement and drive significant sales growth.
Significant Content Publisher Collaborations
We performed a mass outreach campaign focusing on upper and mid-funnel publishers, crucial for sustainable long-term growth.
Upon recruitment, we onboarded new publishers into the programme and maintained regular communication through newsletters and personalised interactions, ensuring they were well-informed about offers and campaigns.
In the ensuing months, we formed strategic partnerships with a diverse base of new publishers, including:
Ape to Gentleman
Country & Town House
London Fashion
The Luxe Review
The Guardian
LDNFASHION
Remarkable Results
Our targeted strategies led to substantial achievements:
A 135% revenue increase during the June Sale Event compared to May during a typically slow period for the brand
A transformation in affiliate-driven revenue and program health through program cleanup, publisher expansion, and commission structure optimisation.
During the Black Friday/Cyber Monday period, Johnstons of Elgin experienced a staggering +1180% YoY revenue growth, attributed to newly onboarded and highly productive publishers.
RevWise offers a market-first ‘outreach focused’ affiliate growth process
RevWise offers a market-first ‘outreach focused’ affiliate growth process
Regardless of the network your affiliate program is currently hosted on, our approach results in net new sales growth due to an ‘always on’ new-partner acquisition funnel. Approaching publishers - not as an agency - but as your brand. We use a methodical outreach process to research, identify and engage with publisher decision-makers directly. Going to market as your in-house affiliate team allows us build and maintain one-to-one relationships with contextually relevant growth-driving publishers needed for your program.
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Messenger
Gary Winter
Head of Growth - Co-Founder
Angelina Daneva
Affiliate Marketing Team Leader
Jamie Brusey
Head of Operations - Co-Founder
Silvena Hristova
Affiliate Marketing Team Leader
Maria Picornell
Account Director
Dan Hull
Senior Account Director
Veronica Garcia
Account Director
Edward Dare
Commercial Manager
Olivia Drage
Head of Sales
David Marks
Non-executive Chair
Jasmine Ovall
Digital Marketing Manager
Charlie Culff
Credit Controller
Vlad Kostyna
Senior Affiliate Account Manager
Stoyan Yanev
Senior Affiliate Account Manager
Raya Georgieva
Senior Affiliate Account Manager
Yanitsa Yaneva
Senior Affiliate Account Manager
Milena Stefanov
Senior Affiliate Account Manager
Borislav Nachev
Senior Affiliate Account Manager
Nikolay Dragnev
Senior Affiliate Account Manager
Jess Anatasi
Social Commerce Lead
Fabrice Gagneux
Lead Developer
Shey Giron
Head of Data & Research
Colchester, UK
Innovation Centre
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Colchester
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