House of Blanks is a factory brand crafted by Roopa Knitting Mills, renowned as the world's leading manufacturer of fleece fabric and apparel. Pine was brought in to develop a direct-to-consumer strategy and assist with its implementation.
Pine has been the support system our internal team needed, with all the expertise we did not have ourselves they constantly supported us in continusly exceeding and growing.
House of Blanks had a strong product but struggled with standing out in an over-flooded basic apparel market. Without a dedicated brand-marketing strategy, the brand struggled to convert new customers and drive owned traffic via. repeat customers. As demand grew, scalability issues led to operational inefficiencies, and low profit margins made pricing adjustments risky for both B2B and D2C customers.
Improved profit margins
Through strategic brand positioning, optimized pricing, and a stronger direct-to-consumer approach, House of Blanks achieved higher profitability. Tapping into the market trend toward premium pricing and value-driven purchases, the brand reduced reliance on discounts and elevated its perceived value. Product bundles drove a 13% increase in repeat business, while enhanced sales performance supported sustainable growth and a more resilient business model. Data-driven insights enabled smarter decision-making, resulting in increased revenue and improved margins across all channels.
x2
Growth in Gross profit
since collaboration started
Visuals used for the Canadian market
Diversifying Market dependencies
House of Blanks was overly reliant on a single market while their home country Canada remained an underdeveloped opportunity. The goal was to realign their marketing strategy to establish a stronger presence in their home market. By prioritizing localized campaigns and introducing exclusive benefits for Canadian customers House of Blanks established a stronger foothold in Canada while maintaining international growth. The result? A more balanced, sustainable market approach with increased engagement and sales in Canada while still maintaining growth in previous markets.
2023
2024
Canada’s percentage of total Gross Sales YTY
Reducing Dependency on a Single Sale Period
House of Blanks relied too heavily on 4th quarter as in the general appeal industry, creating revenue volatility and business dependency. Pine developed a strategic sales calendar, introducing multiple sale periods to balance demand and reduce reliance on a single event. The outcome? A 48% year-over-year increase in net sales, driven by a more consistent and sustainable revenue flow throughout the first three quarters of the year.
eCom Gross sales potential for growth
By aligning all focus areas and leveraging initiative synergies, House of Blanks established a more cohesive and scalable direct-to-consumer model. The outcome? A 37% year-over-year increase in net sales first year and 80% increase year-over-year second year, driven by a more consistent and sustainable revenue flow throughout the first three quarters of the year.This transformation proved the power of a strategic, data-driven approach, strengthening profitability and enabling long-term, organic growth.
Building a Stronger Brand
House of Blanks lacked a clear DTC identity and brand differentiation. Pine developed a distinct visual identity, confident tone of voice, and strategic content approach, creating a recognizable and loyalty-driven brand universe. By defining Must-Win Battles, we focused on high-impact areas that positioned House of Blanks for long-term growth. The result? A 350% increase in organic traffic year-over-year, fueled by a cohesive brand strategy and messaging that reflects craftsmanship and authenticity.
Expanding Product Strategy & Driving Sales Growth
To reduce reliance on a single hero product, Pine helped House of Blanks expand its product focus by introducing seasonal colors and strategic merchandising. The impact was immediate -within the first month, the new seasonal colors accounted for 23% of total sales. Over the first five months a new colorway, consistently contributed an average of 8% of total sales, proving the value of a diversified product strategy.
Driving Traffic Growth During Peak Seasons
House of Blanks needed a higher volume of sessions to maximize sales during peak periods. Pine implemented a targeted marketing strategy that significantly increased visibility and engagement. In the first year of collaboration, peak-season visitors grew by 79%, ensuring stronger brand presence and higher conversion opportunities when demand was at its highest.
Growth in Sessions
during peak season
Streamlined mobile navigation for effortless browsing and quick access to all product categories.
Website design and development
We redesigned the House of Blanks website to enhance user experience, streamline navigation, and improve conversions. By focusing on branding, functionality, and seamless customer journeys, the new site supports scalability and strengthens their online presence. Key improvements included an optimized checkout flow, mobile-first design, and refined content strategy - ensuring a smooth experience for DtC customers.
Easy overview of colors and fabrics, with seamless color changes and detailed product imagery.
Old House of Blanks website.
Updated House of Blanks Website.
