Lucy & Yak Scale Internationally by thinking Customer First
Lucy & Yak build joyful, size-inclusive clothing with a cult following and a lean team who don’t have time to waste on guesswork. GAIN’s Customer Science team partnered with their leadership to put the customer at the centre of every decision, turning gut feel into clear priorities, defined customer economics, and the confidence to invest and scale into new markets.
Stats
60% revenue growth
60%
100,000 customers recruited profitably
100,000
The challenge
Lucy & Yak run lean. Every hour and every pound has to earn its place, so when they came to GAIN, what they needed wasn’t more data for data’s sake — it was clarity on what actually moves the needle at their stage of growth.
We brought measurement, insight, and pattern-recognition from work across hundreds of brands, and used it to give the Lucy & Yak team something more valuable than a dashboard: conviction. The kind that lets founders back a plan and mean it. The results speak for themselves: 60% revenue growth and 100,000 customers recruited profitably, built on decisions the team could stand behind.
The strategy
Planning for Profitable Growth
Growth is easy to chase and hard to sustain. We built data-driven strategies that aligned the business around the metrics that actually mattered, helping the team understand the true incremental value of each new activity, not just what looked good on the surface, but what genuinely paid its way.
Customer Forecasting
Guesswork is expensive. Accurate, measurable sales forecasting gave Lucy & Yak a foundation for sustainable buying, cutting the need for reactive discounting and protecting margin as the business scaled.
Scaling Internationally
New markets come with new rules. We advised on how and where to expand, from platform considerations to the trading differences that catch fast-growing brands off guard, helping Lucy & Yak scale with intention rather than trial and error.
Clarity and Confidence
With robust insight and the pattern-recognition that comes from working alongside hundreds of brands, the Lucy & Yak founders could see exactly where their attention would deliver the greatest return, and invest with confidence in the projects most likely to move the bottom line.