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Leveraging every tool for global growth.
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The Brand
Leatherman started on a shoestring trip through Europe in 1975, where Tim Leatherman dreamed up a pliers-based multi-tool. Years of prototyping and hard work paid off when Cabela’s made the first order in 1983. Today, from its home in Portland, Oregon, Leatherman leads the world in high-quality multi-tools, pocket tools, and knives - trusted for over 40 years, built for life, and guaranteed for 25 years. Every Leatherman is made to help people conquer life’s challenges, big and small.
Challenge
Expanding globally and boosting conversion, while protecting direct sales.
Leatherman set out to drive more traffic, attract new customers, and grow sustainable organic revenue while maintaining strong DTC sales as ecommerce competition intensified.
- Expanding into new regions and marketplaces without losing focus on core markets
- Delivering an exceptional customer experience across a growing footprint to keep conversion rates high
- Growing and diversifying without losing sight of what built the brand's success
Solution
From broad to targeted
Leatherman partnered with Pattern to redefine their digital advertising strategy, focusing on precision, efficiency, and sustainable growth.
- Moved away from broad, branded keyword campaigns to a granular, product-specific approach
- Cut wasted spend while unlocking more New-to-Brand (NTB) customers and organic revenue
Pattern took Leatherman global at record speed -launching us in 15+ new marketplaces and unlocking huge international growth in just our first year together.
In Just one year, Leatherman expanded to 15 new global marketplaces, grew EMEA revenue 20%, and boosted conversion rates by 12%.
Leatherman pursued an ambitious global expansion, establishing a presence in more than 15 new marketplaces across EMEA, MENA, North America, and APAC.
- Launched on Amazon in multiple countries, plus regional platforms like OTTO, Allegro, bol.com, Walmart US, Mercado Libre, Coupang, and Rakuten
- Achieved 20% YoY revenue growth in EMEA within just four months
- Leveraged automation tools for swift, error-free updates to product content and images across all markets
- AI-driven optimization improved keyword targeting, titles, and product pages, leading to a 12% increase in conversion rates
- Maintained consistent, customer-first messaging, strengthening the brand and elevating the customer experience globally
Let’s talk. We accelerate brands on ecommerce.
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