It's new eCommerce MasterPlan Episode Day!
Time to wrap your ears around our latest interview.
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Guest = Jonatan Ehn, Asket
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 over repairs and alterations. Founded in 2015, last year they did £15 million in sales.
What are we talking about?
Building a Purpose-Driven Brand: How Asket Scaled Without Chasing Trends
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 s
Listen Now:
You can find the show on all the top podcast players including Apple Podcasts, Spotify, and YouTube.
OR just search 'eCommerce MasterPlan' on your favourite podcast app.
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You can also find the notes and listen on the website, just click here for this week's new episode.
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!
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