Bellroy Created An E-Commerce Guidebook To Help Its Small Retail Partners Survive

In the early days of the pandemic, Australian accessories brand Bellroy was able to weather much of the worst parts of the crisis, thanks to having a strong direct e-commerce business. Founder Lina Calabria has built up that business over the last 10 years, after starting the brand as a primarily wholesale brand. But while Bellroy survived, many of its partners struggled, especially those without much of an e-commerce presence.  Calabria said it was important for her brand to maintain relationships with retail partners, even through the tougher times when there was no business to be had. So Bellroy has been advising its various retail partners on how to build an e-commerce business. Those partners include small boutiques like Swift Moose in New Jersey and specialty stores like computer repair shop MyByte in Melbourne. Bellroy created a digital guidebook, with a focus on two important first steps: giving customers the right amount of product information, and making sure the actual purchasing and shipping processes are seamless. All the rest can come later, said Calabria. Read more at Glossy.