Ninefold: We’ll mend it.
Ninefold, 2025
A outerwear job. We did the brand platform, film, CRM and retail.
The brief.
Ninefold makes wool coats in Yorkshire that cost more than most people spend on a coat. Customers loved them and bought one. Once.
The brief was to give people a reason to come back that wasn’t a discount.
The idea
Free repairs, for life.
Every Ninefold coat now comes with free repairs for as long as it lasts. The repair service is the campaign and the reason to come back to the shop. A mended coat walks back in, and so does its owner.
How it was made.
The mending bench
Each shop gave its front window to a repair bench. Customers watch their coat being fixed while they look around.
One coat, twenty years
A film following a single coat through four owners, three repairs and one dog.
Service history
Every repair is logged and emailed back like a car’s service record, with the coat’s age and what was done.
The reminder that isn’t a sale
CRM that writes in October to ask if anything needs fixing before winter. No offer attached.
What it moved.
Was 22%Now 31%
Revenue from returning customers. Because a repair visit is a shop visit.
4,100 coats mended
In the first year. Because the bench was in the window, not out the back.
Was 58%Now 71%
Coats sold at full price. Because a coat that lasts is worth what it costs.
Made by
Priya Raman and Ruth Abernethy (strategy), Adaeze Okafor (creative), Kwame Mensah (film), Maeve Dunleavy (retail design) and Jonas Lindqvist (CRM).
Results are for the period stated, against the client’s own figures from the year before. Full numbers are shared in person.
project