Essex Classics has been the premium show shirt brand on the equestrian circuit for over 30 years, designing and manufacturing their own private label shirts, and wholesaling to retailers and private tack shops. That is until everything changed several years ago, forcing them to rethink their business model and start selling direct.

They had the distinctive advantage of brand equity. As well as a specific and well defined audience - affluent, primarily female, and equestrians. That said, there was no digital footprint for the brand, the most advertising they'd ever done was in a few dedicated publications. So, the website was developed and they started to build an audience.

Several years later, the face lift is overdue. Taking the good stuff, losing what isn't working, and moving it forward in a way that is scalable, branded and sells.