Fabric Land, a family-run company with nearly 40 years of experience, specialises in haberdashery and fabric. Despite being industry leaders with a loyal customer base, their website did not reflect their market position and suffered from Google penalties, losing search rankings. Initially, Fabric Land approached Digital Storm in 2016 to update their online presence and improve search rankings. However, the scope quickly expanded to include developing a robust eCommerce platform to increase sales and reach a wider audience beyond their physical stores in the South.

Fabric Land approached Digital Storm with a clear goal: to invest in a robust eCommerce platform that could handle their vast and ever-changing inventory of over 3,000 fabrics and patterns. In response, we designed and developed a modern, fully responsive eCommerce website using WordPress and WooCommerce. The platform was built to be intuitive for both customers and staff, allowing the Fabric Land team to easily manage and update products as new stock arrives.

The website was designed to deliver a seamless and engaging shopping experience, with a clear navigation structure to make browsing effortless. Key customer-focused features included tailored email communications, product reviews, a feedback system, and a points-based loyalty programme to encourage repeat purchases. We also introduced a customer sewing gallery, enabling users to upload and share their creations—building a vibrant, community-driven aspect to the brand.

Following the successful launch, Digital Storm implemented a comprehensive digital marketing strategy aimed at increasing online turnover. This included:

• Search Engine Optimisation (SEO): To improve visibility in search engines and drive organic traffic.
• Email Marketing Campaigns: Designed to engage the customer base and promote repeat business.
• Abandoned Cart Recovery: Automated notifications to re-engage potential customers and boost conversion rates.
• YouTube Marketing: Creating and promoting video content to showcase products and tutorials.
• Social Media Marketing: Expanding reach and brand awareness through consistent content and engagement across key platforms.

Ongoing conversion rate optimisation has been a central focus, with monthly updates informed by user analytics to ensure continued performance and growth.

The launch of the new website delivered immediate impact, attracting new customers and driving strong growth in both traffic and sales—supported by Fabric Land’s established brand reputation. The digital strategy executed by Digital Storm has produced measurable and sustained results across multiple channels.

Notable achievements include:

• An industry-leading conversion rate for the online store, setting a benchmark within the fabric and haberdashery sector.
• Significant growth in YouTube engagement, with a rise in subscribers and views driven by the introduction of daily Shorts—enhancing Fabric Land’s video marketing reach.
• Rapid expansion of the email marketing database, with over 8,000 new subscribers added within the first six months.
• #1 search rankings for all major fabric and haberdashery keywords, significantly boosting organic visibility and driving targeted traffic.
• Fully optimised Google Business Profiles for all physical store locations, securing prominent placement within local search results.
• A successful video content series featuring a well-known TV sewing personality, filmed in-store to showcase products and engage new audiences.
• Overall, the comprehensive digital approach has significantly strengthened Fabric Land’s online presence, increased customer engagement, and driven sustained business growth.

We’re proud to have supported Fabric Land’s digital journey. Here’s what Jeremy Berg, Managing Director at Fabric Land, says about working with Digital Storm:

“Digital Storm built and maintain our website, fabricland.co.uk. They are patient, listen to our problems and always solve them. I would recommend them to anyone.”