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.

KPIs background

+0%

YoY revenue growth (during peak)

+0%

YoY growth in orders (during peak)

+0%

YoY growth in productive (sales-active) publishers

Executive summary

01 Cleanse

Refining for Performance

We meticulously audited and restructured the affiliate program, removing low-value partnerships and ensuring only high-quality publishers remained.

From clutter to clarity: Eliminating inefficiencies to maximize meaningful revenue.

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.

Testimonial quote

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

Masonary image Conde Nast Traveller
Testimonial quote

“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

Masonary image Vogue Australia
Testimonial quote

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

Masonary image Conde Nast Traveller
Testimonial quote

“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

Masonary image Vogue Australia
Testimonial quote

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

Masonary image Conde Nast Traveller
Testimonial quote

“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

Masonary image Vogue Australia
Testimonial quote

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

Masonary image Conde Nast Traveller
Testimonial quote

“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

Masonary image Vogue Australia
Testimonial quote

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

Masonary image Conde Nast Traveller
Testimonial quote

“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

Masonary image Vogue Australia
Johnstons-of-Elgin Header

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.

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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

JoE-results-32-1024x682

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-team

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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Gary Winter avatar

Gary Winter

Head of Growth - Co-Founder

Jamie Brusey avatar

Jamie Brusey

Head of Operations - Co-Founder

Maria Carmen Picornell avatar

Maria Carmen Picornell

Head of Client Success

Silvena Hristova avatar

Silvena Hristova

Affiliate Marketing Team Leader

Nikita Fedorchenko avatar

Nikita Fedorchenko

Affiliate Marketing Executive

Polly Dragneva  avatar

Polly Dragneva

Affiliate Marketing Executive

Angelina Daneva avatar

Angelina Daneva

Affiliate Marketing Team Leader

Edward Dare avatar

Edward Dare

Commercial Manager

David Marks avatar

David Marks

Non-executive Chair

Charlie Culff avatar

Charlie Culff

CRM Campaign Manager

Vlad Kostyna avatar

Vlad Kostyna

Senior Affiliate Account Manager

Stoyan Yanev avatar

Stoyan Yanev

Senior Affiliate Account Manager

Raya Georgieva avatar

Raya Georgieva

Senior Affiliate Account Manager

Selina Sindzho avatar

Selina Sindzho

Affiliate Marketing Executive

Yanitsa Yaneva avatar

Yanitsa Yaneva

Senior Affiliate Account Manager

Veronica Garcia avatar

Veronica Garcia

Client Success Manager

Milena Stefanov avatar

Milena Stefanov

Senior Affiliate Account Manager

Borislav Nachev avatar

Borislav Nachev

Senior Affiliate Account Manager

Nadia Valeri avatar

Nadia Valeri

Affiliate Marketing Account Manager

Nikolay Dragnev avatar

Nikolay Dragnev

Senior Affiliate Account Manager

Ivan Tachev avatar

Ivan Tachev

Affiliate Marketing Account Manager

Ivo Georgiev avatar

Ivo Georgiev

Affiliate Marketing Executive

Siyana Georgieva avatar

Siyana Georgieva

Affiliate Marketing Executive

Dan Hull avatar

Dan Hull

Affiliate Client Success Manager

Toni Yotova avatar

Toni Yotova

Affiliate Marketing Executive

Jasmine Ovall avatar

Jasmine Ovall

Digital Marketing Manager

 Kristina Koleva avatar

Kristina Koleva

Affiliate Marketing Executive

Alex Yotov avatar

Alex Yotov

Affiliate Marketing Executive

Boyana Koleva avatar

Boyana Koleva

Affiliate Marketing Executive

Nia Petrova avatar

Nia Petrova

Affiliate Marketing Executive

Maya Zhekova avatar

Maya Zhekova

Affiliate Marketing Executive

Nikola Nikolov avatar

Nikola Nikolov

Affiliate Marketing Executive

Olivia Drage avatar

Olivia Drage

Head of Sales

Fabrice Gagneux avatar

Fabrice Gagneux

Lead Developer

Shey Giron avatar

Shey Giron

Head of Data & Research

Melissa Mendoza avatar

Melissa Mendoza

Data & Research Executive

Micaela Velasco avatar

Micaela Velasco

Data & Research Executive

Mary June Logroño avatar

Mary June Logroño

Data & Research Executive

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