How Natori Grew New Customers Without Sacrificing Profit

Founded in 1977 by Josie Natori, The Natori Company has spent decades building a luxury name in lingerie, sleepwear, and ready-to-wear, blending Eastern artistry with Western design. By the time they came to SwiftOtter, the brand had a different kind of problem than most: paid search was working, but it was working almost entirely for customers who already knew the name. More than 60 percent of spending was in branded campaigns for existing customers. Acquisition and conversion were softening, and the path to new customers had quietly narrowed.

The brand was ready to grow, but ad spend was pointed in the wrong direction.

What the Project Covered

Before getting into how each piece came together, here is the scope of the engagement:

• Full paid search account restructure across branded, generic, and shopping campaigns
• SKU-level profitability framework to direct spend toward high-margin products
• Bing Ads integrated into reporting for one cross-engine view of return
• Google Ads connected to product feed data for SKU-level bidding and remarketing
• DataFeedWatch implemented as a central feed management layer
• Strategy adapted to protect profitability through a mid-season Shopify migration
• SEO migration support, technical audits, keyword and audience research

You should not have to choose between growing new customers and staying profitable.

The Account Was Built to Defend, Not to Grow

Branded campaigns convert well because they catch people already looking for you. The return is easy to love, and easy to over-rely on. With most of Natori's budget defending existing demand, almost nothing was left to create new demand.

Before touching a single campaign, we rebuilt the measurement foundation:

• Bing Ads into reporting alongside Google, replacing two partial views with one complete picture of return.
• Google Ads connected to product and commerce data, turning SKU-level bidding and remarketing from ideas into action.
• DataFeedWatch as a central feed layer, improving data quality and visibility everywhere the catalog appeared.

With clean data underneath, the strategy got simple: spend less defending the customers Natori had, more acquiring the ones they didn't, and let profitability decide the rest.

How Do You Grow Acquisition Without Eroding Return on Ad Spend?

Most luxury brands assume this question has no good answer, so they stay parked in branded search. Natori didn't have to.

We brought branded search from 43 percent of spend down to 20 percent and moved the budget into Performance Max and generic, category-level campaigns where new customers actually find the brand. Generic search, previously starved at 6 percent of budget, got real coverage. Performance Max held a 68 percent Shopping impression share while Search was built up alongside it for balance.

We watched ROAS the entire way, so expansion never became waste. New users grew 7.5 percent year over year while ROAS held at 4.47x. The two things the brand had been told to choose between grew together.

Spending Where the Margin Actually Was

A catalog across lingerie, sleepwear, and apparel doesn't earn evenly. Some SKUs carried real margin and went underfunded; others absorbed budget and returned little.

We built a SKU-level profitability framework that sorted the catalog into performance tiers, shifted spend toward high-margin, high-converting products, and suppressed the low performers. Feeds were optimized continuously so visibility followed profitability instead of fighting it. The result: an account where the catalog's economics, rather than its size, determined where money went.

Holding Steady Through a Migration, Right Before the Holidays

Natori moved to Shopify in October, immediately ahead of the most important weeks of the retail year, with budgets deliberately reduced to control migration risk.

The instinct in most accounts is to retreat fully to branded search and wait out the storm. That protects short-term return and quietly kills acquisition momentum. We protected both:

• Prioritized branded campaigns for efficiency and immediate ROI during the transition.
• Kept a lean but active presence in generic and top-of-funnel campaigns so the pipeline never went dark.
• Monitored pacing, allocation, and SKU performance closely enough to catch volatility early.

Natori entered peak season profitable and stable, on a new platform, ready to scale the moment the migration settled.

What the Work Actually Unlocked

Natori came out of the engagement with an account that grows new customers and stays profitable at the same time, which is not where it started.

Beyond the headline numbers, the account simply runs cleaner. One complete view of return across Google and Bing instead of two partial ones. Spend that follows margin rather than habit. A product feed that keeps visibility and profitability pointed the same direction. The brand made it through a high-risk replatform into peak season without trading away its growth pipeline to do it.