Case study:

The Lo&Co Growth Story: +128% BFCM Performance Without a Black Friday Promotion

Background

Lo&Co is a premium hardware and interiors brand based in Adelaide, trusted by interior designers, architects, and trade professionals across Australia. Their beautifully crafted handles, fixtures, and architectural hardware have long positioned them as a leader in craftsmanship, quality and refined interior detailing.

While Lo&Co’s trade audience has always been strong, the brand partnered with Connected Culture to significantly expand both trade demand and the fast-growing retail consumer market—particularly online, where first-time customers increasingly discover premium interiors brands.

Lo&Co also operates in the United States, a rapidly emerging market with strong potential and clear traction as more American consumers engage with premium Australian design.

Industry:

Omnichannel & Ecommerce

Services:

Meta Ads | Google Ads

The Challenge

1. Competing in the biggest advertising month — without a sale

November is the most competitive month of the year. Most brands rely heavily on Black Friday discounts to drive revenue.
Lo&Co does not run promotions during this period, meaning we had to win customers based on:

brand trust
inspiration
strong product storytelling
quality

— not on price.

2. Two markets, two growth stages

Australia: Mature, loyal trade audience and rising seasonal demand from both trade and retail.
USA: A newer market requiring awareness, education, and trust-building.

3. Balancing trade and retail audiences

Interior designers and builders remain Lo&Co’s core audience — but retail growth had become a strategic priority.

The approach needed to respect and strengthen trade relationships while simultaneously expanding the retail customer base.

This required a careful balance of messaging, targeting, and channel weight.

Our Strategy

1. Create a full-funnel ecosystem — from inspiration to purchase

We developed an integrated, cross-channel strategy designed to:

Inspire (Pinterest, Instagram)
Educate (Meta, Google)
Capture high-intent shoppers (Google Search & Shopping)
Convert and retain customers (multi-platform retargeting)

All three channels — Meta, Google and Pinterest — contributed conversions and revenue, each playing a complementary role in the path to purchase.

This ensured Lo&Co was present at every stage of the journey, for both trade professionals and design-conscious homeowners.

2. Prioritise high-value audiences: trade + quality-focused retail shoppers

Instead of pursuing traditional Black Friday bargain hunters, we focused on:

interior designers finalising December/January project orders
homeowners planning renovations
premium shoppers less influenced by discounts
returning customers with high lifetime value

This audience-first approach delivered profitable, margin-protected growth.

3. Refined creative direction

Across all platforms, Lo&Co’s aesthetic was positioned as:

premium
timeless
architectural

Creative was built to help shoppers visualise their project — a powerful driver for both designers and retail buyers considering premium hardware.

4. Tailored approach for each market

Australia: Scale aggressively during strong seasonal demand, maximise purchase readiness, and grow retail contribution.
USA: Focus on education, discovery, and nurturing high-intent audiences—then capitalise on improved purchase behaviour during peak periods like Thanksgiving weekend.

Our Results

Despite not offering discounts during the busiest shopping period of the year, Lo&Co achieved exceptional growth across both markets.

Australia — A Breakout Month

+10% month-on-month revenue
+21% year-on-year revenue
+128% BFCM weekend YoY — with no sale

This confirms Lo&Co’s position as a category leader in premium interiors, attracting high-intent shoppers who value design, craftsmanship and longevity.

USA — Strong Momentum in a Developing Market

+16% BFCM weekend growth YoY, despite intense competition
Significant increases in engagement and purchase activity in the second half of November
Clear signals that the brand resonates strongly with US audiences once exposed to Lo&Co’s aesthetic and value proposition

The US is becoming a highly scalable market with accelerating awareness and conversion potential.

The Most Meaningful Win: Retail Expansion

One of Lo&Co’s primary goals was to strengthen the retail side of the business.

This year, retail became a major contributor to revenue growth — driven by:

improved product discovery
better education around hardware styling
high-quality visual assets
consistent nurturing of warm audiences
sophisticated multi-channel remarketing frameworks

Retail customers are now converting at higher rates, with many entering as first-time shoppers and returning for future projects.

And importantly, this retail uplift has not diluted trade relationships — trade remained highly engaged, particularly in November’s pre-Christmas project rush.

Why This Approach Worked

1. Brand > Discounts

Lo&Co succeeded because their story, product quality and design leadership speak for themselves.
Customers buy based on craftsmanship—not promotions.

2. Full-funnel orchestration

Meta, Pinterest and Google worked together to capture both inspiration-driven and intent-driven customers.

3. Market-specific sophistication

Australia was scaled with confidence; the US was nurtured strategically for long-term expansion.

4. Spend where it matters

By investing early in November—before Black Friday’s auction inflation—we captured high-intent customers at optimal efficiency.

What’s Next for Lo&Co

Expanding designer-focused remarketing
Strengthening repeat retail pathways
Continuing to elevate Pinterest and Meta creative
Scaling US awareness and demand capture
Refining audience segmentation for both trade and retail
Leveraging seasonal and project-based purchase patterns

Final Thoughts

Lo&Co’s November success is rare in the premium interiors space:

A brand that refuses to discount, in a market where everyone else does, and still grows — meaningfully, sustainably, and profitably.

The combination of a strong brand, elevated creative direction, and strategic multi-channel advertising has unlocked significant growth across both trade and retail markets — in Australia and the United States.

Testimonials

As a new business, Connected Culture was instrumental in executing a successful launch. Elzanne and her team are extremely dedicated, and the knowledge and expertise they brought to our business was invaluable. I'd definitely recommend Connected Culture for anyone wanting an invested agency partnership - they definitely walk the walk, not just talk the talk!

We are very pleased with the work of the Connected Culture team. They take the time to truly understand our goals and offer personalized solutions that have been able to drive results. Elzanne and Daniella are always happy to offer advice while we are learning these new avenues of digital marketing.

Elzanne and her team of amazing superstars at Connected Culture have, in a very short space of time, developed and executed the entire digital marketing strategy for our newly launched business. To add to their credit, this was all done amongst a tight budget and with limited resources (and during the COVID-19 crisis!).

Amazing company to work with. Connected Culture was recommended by a business associate. Elzanne has an in-depth understanding of marketing and branding and how to deliver outcomes driven by strategy through to detailed execution. She is a member of our advisory team and an invaluable contributor. Our team works with Connected Culture on a truly collaborative basis.

Connected Culture has been great to work with. They have helped our business considerably, shifting from predominately a retail business into e-commerce. Their approach to digital marketing has been impressive and their strategy, analytics and use of data have been incredible. It's an added bonus that all of their team are legends to work with too!

Connected Culture are amazing. These people go above and beyond to help your business grow. My business is an ecommerce Furniture business that is only 12 months old. When I first met Elzanne from Connected Culture I told her that I am after transparency and honesty as I was previously burnt by another Digital Agency who took my money and did no work. Elzanne and her team picked up the pieces and put all the right things in place and were very honest and transparent and explained everything to me about the next steps to help achieve our goals and help my business grow. These people really care about your business and I highly recommend Connected Culture.

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