Angling apparel · Growth retainer
KUMU Clothing
From the bank to the basket.
KUMU makes clothing for anglers, designed by people who fish. Founded by graphic designer Stephen May and run with partner Dave Marvell, the brand sets out to push “the boundaries between angling, design and fashion”: tees, hoodies and jackets with original artwork, plus hats, mugs and hookbaits, sold from kumuclothing.co.uk and a growing list of stockists. Pivotal onboarded KUMU onto Linnworks in 2025, now hosts the store, and since April 2026 has run a growth retainer covering the website, the data behind it, marketplaces, reviews and paid media.
- Meta return on ad spend
- 4.7x
- New marketplaces live
- 2
- Customers invited to review
- 1,000
Results for KUMU Clothing: 4.7x Meta return on ad spend; 2 new marketplaces live; 1,000 customers invited to review.
“It's certainly working better than our own thing was, because we've never had that many in such a short period.”
KUMU Clothing, on Trustpilot reviews
The Opportunity
KUMU has what most brands spend years chasing: a loyal community, a distinctive look and films its customers actually watch. The machinery behind the shop hadn't kept up. The store sat on an ageing version of Magento. It sent no ecommerce data to analytics, so neither Google nor Meta could learn who was buying, and the paid accounts had been switched off. Reviews were scattered, and big marketplaces where anglers already shop were untapped.
KUMU needed one team that could look after the platform, fix the data, open new channels and grow sales, without a separate agency for each.
The Foundations
A platform upgrade, done in phases. We moved the store to a current, supported version of Magento in stages: core, then modules, then a new server, then go-live. Security patches now go on as soon as Adobe releases them.
Checkout that behaves. We worked through every snag a shopper could hit: a basket that wouldn't take a second item, a PayPal step that rejected valid addresses, discount codes with confusing errors, and a free-gift offer that didn't trigger when it should. We also added new sizes as fresh stock landed.
The Data
Ecommerce tracking, built from scratch. The site was sending nothing about sales to Google Analytics. Rather than buy a paid tracking module, our developers built the full data layer themselves: product views, add to basket, checkout and purchase, with revenue that stays correct when a discount code is used. For the first time, both ad platforms could see what actually sold.
Audits, then fixes. We audited Google Analytics, Meta and Mailchimp, set up Search Console, and secured the domain's email with DMARC and SPF so KUMU's emails, and its review invitations, reach inboxes.
The Channels
Two new marketplaces. KUMU went live on Rackhams in July, then on Debenhams through the Mirakl marketplace, with stock synced from Linnworks and a safety buffer so the brand never sells what it doesn't have. A new FedEx integration in Linnworks, customs paperwork included, keeps overseas orders moving, and KUMU's TikTok Shop affiliate programme is up and running.
The Growth
Paid media, relaunched with real data. We restarted KUMU's cancelled Google Ads account with Performance Max, brand, search and shopping campaigns, and restructured Meta around new creative and a plan to scale what works, with weak ads paused quickly rather than left running.
Trustpilot from day one. We brought KUMU onto Trustpilot and invited around 1,000 past customers, cleaned of duplicates first. Five-star reviews arrived faster than KUMU's own system had ever managed, and the team now uses them, with Trustpilot branding, in its social posts.
The Results
In six months KUMU has gone from a store with no sales data and no paid advertising to one where every order is tracked and both Google and Meta are buying against real results. Meta averaged a 4.7x return on ad spend over its first 17 weeks. The brand is live on two new marketplaces and collecting five-star reviews from its own customers. The platform underneath is current, supported and patched, and one team now looks after the shop, the stock and the growth together.