Once known mainly as a wholesale leader with little digital footprint, the company kicked off a major digital transformation. Anthony, its first Director of Design and UX, led the rebrand and redesign of four core brands and launched 58 global e-commerce sites — boosting the customer experience and raising average order value by over 20%. Meanwhile, Mark, newly appointed as Director of Ecommerce & Digital, built targeted audiences and expanded digital marketing efforts. Together, their work grew DTC revenue from under $14 million to over $100 million in just one year.

Balega, an iconic running sock brand, had the quality and loyal following but needed stronger channel cohesion. We, in partnership with the marketing team, reimagined its omnichannel strategy—aligning eCommerce, retail, and performance marketing—to create a seamless consumer experience. The result: deeper engagement, stronger brand advocacy, and double-digit growth in revenue, order value, and repeat purchases.

NICE had all the right ingredients — quality, ambition, and a loyal audience — but its brand and digital experience weren’t living up to the promise. Tony helped redefine NICE’s role from a retail homeware brand to a lifestyle brand built on inspiration, personalization, and cultural relevance — transforming every touchpoint, from eCommerce to storytelling, so customers could truly make a house a home.