Driving 37% Year-on-Year Paid Sales Growth During a Major Product Relaunch

Managing a critical revenue transition without sacrificing efficiency, search presence or customer demand.

37%

YoY growth in paid sales
10%

increase in overall sales YoY
20%

growth in holistic ROAS YoY

Henchman is a well-established ecommerce brand known for its specialist tripod ladders, trusted by professionals and serious DIY customers alike. As the business prepared to relaunch its flagship range with stronger, more adjustable models, the commercial priority was clear: protect existing revenue while building momentum behind the new range.

The Challenge

Relaunching a successful product is rarely straightforward. Henchman was not introducing an entirely new proposition to market — it was evolving an established best-seller with strong existing demand and visibility. That created a more complex commercial challenge than a standard launch.

The business needed to maintain sales of its original tripod ladders while stock remained available, without limiting adoption of the improved range. At the same time, it was essential to preserve visibility, minimise disruption and ensure customers could move confidently from the legacy products to the redesigned models.

This was not simply about generating awareness for something new. It was about managing a critical revenue transition without sacrificing efficiency, search presence or customer demand.

What we did

Our Approach

We developed an integrated growth strategy designed to protect existing performance while creating a clear path towards adoption of the new product range. Rather than treating the relaunch as a standalone campaign, we approached it as a commercial transition point for the brand.

Our strategy focused on:

Aligning digital investment with the commercial realities of a phased product transition
Maintaining visibility for existing best-selling products while building demand for the new range
Guiding customers clearly between legacy and relaunched products to reduce friction in the buying journey
Strengthening visibility across paid and organic channels during a high-risk trading period
Continuously refining messaging and positioning to support both short-term revenue protection and long-term growth

THE RESULTS

The strategy delivered significant commercial impact across the client’s national development portfolio.

37

YoY increase in paid sales
10%

increase in total sales
20%

improvement in holistic ROAS

Beyond the headline figures, the broader business impact was equally important:

The new product range gained traction without undermining existing revenue
Organic visibility was protected throughout the transition
Paid Media continued to scale efficiently during a key commercial period
Henchman emerged from the relaunch with stronger foundations for future ecommerce growth

This ensured the product relaunch became a growth opportunity, not a point of disruption.

This marked an important strategic shift for Henchman: moving from simply maintaining performance on an established product to successfully transitioning demand towards the next phase of growth.

Turning Product Change Into Sustainable Growth

If you’re planning a product launch, relaunch or range transition and need to do it without compromising performance, Loom can help you turn that moment into measurable growth.

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