Hawes & Curtis: Accelerating growth through user experience

"We need someone with a global mindset and a deep understanding of payments challenges. Adyen delivers that in spades.”

Living up to international expectations

Hawes & Curtis is a British fashion brand with a 100-year heritage on London’s world-famous Jermyn Street. It's synonymous with quality and British style across the globe. And international ecommerce sales form a key pillar of its growth strategy.

Creating an online experience to match the brand

Known for high-quality tailoring and a luxury in-store experience, Hawes & Curtis needed an ecommerce platform to match. Working with Adyen has been part of a broader effort to create an online experience that lives up to its brand. And this includes catering to international customers.

A concerted effort was made to improve the checkout process. Accepting international payment methods was central to this strategy. Selling into more than 80 countries, Hawes & Curtis now offers local payment and currency options in all key markets. This has boosted conversion rates for local cards and payment methods that previously weren’t recognised, such as Giropay and SOFORT in Germany.

"With Adyen, we have someone who not only understands the power of its platform inside-out, we also have someone who also understands our business.”

“International ecommerce is a key part of our growth strategy, so we needed to work with someone who has a global mindset. Not only to help us understand global payment methods, but also to share experience on the challenges associated with running an international business. With Adyen, we have someone who not only understands the power of its platform inside-out, we also have someone who also understands our business.” Antony Comyns, Head of E-Commerce at Hawes and Curtis

Keeping fraudsters at bay

With luxury fashion a desirable product for black markets, a strong fraud tool must be an essential feature in Hawes & Curtis’ payments infrastructure. While the business wanted protection, it didn’t want to reject genuine transactions or incur frequent chargebacks. Using data and machine learning, Adyen’s in-built fraud tool, RevenueProtect, helps Hawes & Curtis make intelligent decisions without compromising the shopper experience.

"It’s key for us to make sure that good customers are able to fly through the checkout, especially those shopping from abroad."

“It’s key for us to make sure that good customers are able to fly through the checkout, especially those shopping from abroad. People who shop with us have certain expectations of a luxury British brand, so the last thing we wanted to do is lock down our risk settings. Adyen helps us manage risk without adding friction at the checkout. It also gives us the flexibility to easily adjust our profile, add rules and manage authorizations.” Antony Comyns, Head of E-Commerce at Hawes and Curtis

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Optimisation is a journey

Hawes & Curtis’ focus on improving experience is already starting to pay dividends. Changes to its checkout experience combined with Adyen’s additional payment assistance has helped to reduce friction without impacting its risk profile. This has created a noticeable improvement to conversion rates, particularly those beyond the UK.


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