Helping home-decor brand Lick achieve rapid growth in their launch year

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Helping home-decor brand Lick achieve rapid growth in their launch year

Fullers Fulfilment
Lick sells paint, wallpaper, decorating supplies and blinds. The online home décor supplier launched in March 2020; on the day the UK went into the first national lockdown.

With most people spending all their time at home, the décor surrounding them came into sharp focus, so Lick’s products and services were in hot demand.

A revolution in home decorating

Lick is on a mission: to change the way people decorate their homes. The goal is to remove decision fatigue, light a creative spark, and boost D.I.Y. confidence.

Their collection includes 53 carefully curated, environmentally friendly paint colours, 25 fine grade wallpapers designed in collaboration with artists such as Liberty open call winner Natasha Coverdale along with quality tools for a professional finish.

Seeking streamlined fulfilment to match a user-friendly brand

The Lick signature of next-day delivery peel-and-stick samples, easy online consultations and endless inspiration from interior designers and colour experts, “let decorating come to you”.

Co-founders Lucas and Sam needed a fulfilment provider to help them reach their growth potential and appointed Fullers Logistics. They knew that working with us would be a true partnership, not just a ‘service’.

Simplicity is one of the main accents in Lick brand palette, so the fulfilment solution needed to echo the ease of their online customer experience – from sample supply through to final order. The vibrantly friendly yet coolly sophisticated shades of their personality would also need to be evident at every stage.

Keeping it green

Sustainability is another defining aspect of Lick’s brand identity. They are committed to reducing their environmental impact. The range includes only FSC-certified wallpaper, eco-friendly paints, supplies from a B-certified manufacturer, and they partner with 4ocean and One Tree Planted.

Fullers is striving towards a sustainability certification with EcoVadis, so we share Lick’s planet-friendly ethos.

Pick, pack and paint

The partnership between Lick and Fullers was all about learning and acting quickly, to capitalise on the window of opportunity lockdown had opened.

A culture of shared insight meant we could design a bespoke fulfilment solution that would impress Lick customers on both a practical and aesthetic level. 

Paint and wallpaper samples were picked, packed and dispatched for next day delivery via Lick’s chosen courier. Sample take-up enabled us to forecast subsequent product orders and fulfil them economically and efficiently.

Rolling with the changes in real time

Stock levels could be viewed in real time by the Lick team via our warehouse management system, helping them to monitor performance as their products hit sales in the thousands.

So rapid was Lick’s upward sales trajectory, we swiftly adapted our processes wherever necessary to keep that momentum going.

Packaging matters

Packaging and communications are important to Lick’s style-conscious demographic. Our customer-focused approach to fulfilment means we never make these aspects an afterthought.

Wallpaper rolls and pain tins are protected in special packaging. We put a lot of thought and effort into the beautifully branded presentation of Lick’s orders too, occasionally including hand-written messages from them.

5-star results

Fullers has achieved over 99% or above on correct order fulfilment, enhancing customer satisfaction. Lick’s average rating from their customers is 5 stars.

With over 136k followers on Instagram, Lick’s unique brand has proved a major hit with DIY fans across the UK, as well as influencers, celebrities, and professional decorators

They’ve also caught the eye of leading online furniture brand, resulting in a partnership that will further increase their profile and popularity.

Lick Co-founder, Lucas London, says:

“Since the first meeting with Tony and Paul, we have felt confident that Fullers Logistics is the right fulfilment company to help us achieve our goals. We are new to fulfilment but the Fullers team is always very happy to support us and answer our questions.

“Their flexible, responsive approach and slick operations have meant they’ve been able to react quickly to increasing demand and roll with peaks and troughs as needed.

“Due to the amazing growth that Lick has seen in year one, our fulfilment requirements have been much more substantial than we forecast initially. Fullers’ expertise means they simply take this in their stride, so our service levels are never compromised.

“We know Fullers is as invested as we are in creating the special customer experience that’s central to the Lick brand.”

Does your business need flexible, bespoke, top-quality fulfilment to maximise your moment of opportunity? Contact us by filling out our contact form to discuss your requirements.

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