Jonatan Ehn is the Chief Commercial Officer at Asket, a fashion brand that doesn’t think of itself as a fashion brand. With the goal to liberate daily life from clutter and excess. Their men’s and womenswear rangers are sold via their Centra website, and stores in Stockholm & London, that also offer repairs and alterations. Founded in 2015, last year they did £15 million in sales.

In this episode, Jonatan shares how Asket has built a growing eCommerce business by staying true to its mission. He discusses balancing purpose with profit, navigating a major rebrand, and the performance marketing lessons every online retailer can learn from.

Hit PLAY to hear:

🚀 How Asket grew a £15M brand while encouraging customers to buy less
🎯 The biggest lesson from launching a rebrand, new website, and new store all at once
📉 Why your Meta ads can suddenly stop working—and how to turn them around
🧪 The one-change-at-a-time testing strategy that rebuilt Asket's marketing performance
🌱 How to balance purpose and profit without sacrificing business growth
💡 The brand discovery tactics helping Asket win customers in the UK, US, and beyond

Key timestamps to dive straight in:

[05:36] Independent Swedish clothing brand model

[08:15] Balancing business goals and ethics

[12:37] Rebranding and closing perception gap

[15:31] Updating brand visuals and identity

[18:22] Identifying marketing strategy issues

[22:38] Focusing on brand discovery strategy

[25:19] Listen to Jonatan’s Top Tips!

Full episode notes here: https://ecmp.info/607

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Building a Purpose-Driven Brand to £15m: How Asket Scaled Without Chasing Trends

eCommerce MasterPlan

Building a Purpose-Driven Brand to £15m: How Asket Scaled Without Chasing Trends