Amara

Strategic partnerships are key to success for Amara

Amara is the leading online retailer of luxury home ware & interior design ideas & official Stockist of many exclusive luxury brands including Missoni Home, Ralph Lauren, Roberto Cavalli and more.

Amara has gone through many changes since its inception in 2005, but in every step of the way, they haven’t lost touch of what’s most important to them, luxury style and quality service. Initially starting life as an interior design business, Amara has always been about bringing designer style and expert knowledge to every home. Soon after opening a shop, the owners, Andrew and Sam Hood, spotted a gap in the online market place for a distributor of true luxury home ware, and taking an entrepreneurial leap of faith they created Amara.co.uk.

MARKETING OBJECTIVES & STRATEGY

Amara saw the potential the US market had for their brand and launched a US site in May 2014. After doing their due diligence in shopping for an affiliate network, Amara chose to partner with Rakuten Affiliate Network citing quantity of quality publishers and level of expertise in the luxury vertical compared to competitors. Shortly after launching a US program, they migrated their UK program to Rakuten Affiliate Network too. They chose affiliate marketing as one of their main launch tactics knowing it would give their site maximum exposure.

“We perceived Rakuten Affiliate Network to have a higher standard in the luxury and fashion industry than competitors and we believe our recent successes justify that opinion.” says Tom Freeman, Marketing Manager

Although Amara was new to the US and wanted to get their name out in the network and to new customers, they focused their strategy on selecting quality, hyper-focused publishers. Amara relied heavily on their Rakuten Affiliate team in strategizing and choosing publishers to work with. Opening a site in the US was a “completely different ballgame” and while it took some time to understand the differences, they managed to tweak the company and program to better suit the market. 

SUCCESS

Moving into the US market proved to be a great choice for Amara. From Q1 2013 to Q1 2014, total revenue was up 122%. In addition, Amara’s total US website visits are up 77% and orders are up 168%.

FUTURE PLANS

In the future, Amara plans to continue focusing on building relationships with the niche publishers that they have strategically chosen. In addition, they also want to expand the number of active publishers they have in their program because there are still a lot of publishers that have not heard of their company. Amara considered their first year in affiliate to be a trial run and is looking forward to implementing everything they have learned and becoming even more successful.

Amara

Overview
Amara is the leading online retailer of luxury home ware & interior design ideas & official Stockist of many exclusive luxury brands including Missoni Home, Ralph Lauren, Roberto Cavalli and more.

Strategy
Although Amara was new to the US and wanted to get their name out in the network and to new customers, they focused their strategy on selecting quality, hyper-focused publishers.

Success
Moving into the US market proved to be a great choice for Amara. From Q1 2013 to Q1 2014, total revenue was up 122%.