How we turned a strategic challenge into significant and sustained growth.
The Bargain Blinds brand was born from a pivotal strategic planning session held by the founders and board of Russells. The primary objective of this session was to develop a strategy for market expansion, with a specific focus on the burgeoning DIY sector.
The core challenge Russells faced was how to broaden its customer base beyond its traditional full-service offering. The existing business model, which involved consultations, custom measurements, and professional installation, was well-established but limited in its reach, requiring drastic increases in staff numbers and overheads to scale. Together we recognised a significant untapped market segment: consumers who preferred to measure and install their own blinds, often seeking a more budget-friendly option.
E-commerce solved multiple challenges
Part of this strategic session revolved around harnessing the transformative impact of developing technologies, especially e-commerce. A direct-to-consumer online platform could bypass traditional retail channels, offering a scalable way to reach the DIY market without impacting Russells’ core business. This overcame challenges such as scaling recruitment and the risk of mismeasurement.
As the company had expanded its manufacturing capacity, establishing the largest and most advanced sewing and blind factories in Australasia, e-commerce could help maximise capacity utilisation consistently without the higher costs associated with hiring more staff.
Not just a brand, an experience
Our core promise to this audience was built upon several pillars designed to foster accessibility, comprehensive choice, and a user-centric experience.
Firstly, we committed to providing exceptionally easy-to-use resources. This included intuitive guides, clear instructions, and readily available support to empower even novice DIY enthusiasts to undertake their home projects with confidence.
Secondly, we aimed to offer the most extensive online of online curtains and blinds in the entire market. This huge catalogue ensures that every customer, regardless of their aesthetic preferences or specific needs, can find the perfect solution for their home.
Thirdly, a paramount focus was placed on developing an advanced user experience. This encompassed a seamless and intuitive online platform, incorporating innovative tools and features that simplified the browsing, selection, and purchasing processes.
Growth, growth and more growth
Due to commercial sensitivity, we can only share high-level results. For further detail, please request references.
Revenue Growth at Scale
8-Figure+
Bargain Blinds has achieved over eight-figure revenue growth since launch — proving the power of a well-executed e-commerce strategy to capture a new market segment and drive sustained business expansion.
Bigger Baskets, Higher Value
+24%
Average customer spend has increased by more than 24% in the last 12 months, showing that consumers are not just buying, but buying more, thanks to a seamless shopping experience and wide product range.
Brand Awareness on the Rise
+64%
Branded search has grown by 64% over 24 months, indicating strong momentum and growing recognition of Bargain Blinds as a go-to destination for DIY curtains and blinds.
Strong Customer Engagement
25K+
Over 25,000 sample packs have been downloaded, giving customers confidence in their choices and helping to convert browsers into loyal buyers.
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