Building a Purpose-Driven Brand to £15m: How Asket Scaled Without Chasing Trends

Jonatan Ehn is the Chief Commercial Officer at Asket, a fashion brand that doesn’t think of itself as a fashion brand. With the goal to liberate daily life from clutter and excess. Their men’s and womenswear rangers are sold via their Centra website, and stores in Stockholm & London, that also offer repairs and alterations. Founded in 2015, last year they did £15 million in sales. 

 

In this episode, Jonatan shares how Asket has built a growing eCommerce business by staying true to its mission. He discusses balancing purpose with profit, navigating a major rebrand, and the performance marketing lessons every online retailer can learn from. 

 

Hit PLAY to hear: 

• 🚀 How Asket grew a £15M brand while encouraging customers to buy less 
• 🎯 The biggest lesson from launching a rebrand, new website, and new store all at once 
• 📉 Why your Meta ads can suddenly stop working—and how to turn them around 
• 🧪 The one-change-at-a-time testing strategy that rebuilt Asket's marketing performance 
• 🌱 How to balance purpose and profit without sacrificing business growth 
• 💡 The brand discovery tactics helping Asket win customers in the UK, US, and beyond 

 

Key timestamps to dive straight in: 

[05:36] Independent Swedish clothing brand model 

[08:15] Balancing business goals and ethics 

[12:37] Rebranding and closing perception gap 

[15:31] Updating brand visuals and identity 

[18:22] Identifying marketing strategy issues 

[22:38] Focusing on brand discovery strategy 

[25:19] Listen to Jonatan’s Top Tips! 

 

Full episode notes here: https://ecmp.info/607

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy