In a shrinking market where high street retailers are facing difficulty, we partnered with Paradox London to diversify their business away from wholesale revenue and increase their direct to consumer (D2C) sales through a digital strategy focused on Organic Search, SEO, Content and Digital PR.
Our partnership with Paradox London resulted in the business achieving record growth and revenues through their D2C channel. Thanks to POLARIS strategy, the footwear brand increased market share against the likes of Debenhams and House of Fraser to drive a 2400% Return on Investment.
Paradox London, a long-established footwear brand, had traditionally sold through high street retail giants such as House of Fraser and Debenhams. For years, wholesale partnerships provided a strong route to market. However, shifting consumer buying behaviours — accelerated by the decline of key high street players — made it clear that reliance on wholesale channels was no longer a sustainable growth strategy.
Recognising this market reality, Paradox London identified the need to future-proof its business through a Direct-to-Consumer (D2C) model. This approach would enable greater control over margins, customer relationships, and brand positioning, while reducing dependency on external retail partners.
POLARIS was selected as their ecommerce seo agency to design and implement a scalable e-commerce SEO strategy that could drive measurable growth in online sales, both in the UK and across key European markets.
Working closely with the business owners and marketing team, we set three core objectives:
Maximise D2C visibility for Paradox London’s core product category — women’s wedding shoes.
Improve user trust and brand authority, ensuring a premium shopping experience for bridal customers in a highly competitive sector.
Lay the foundation for sustainable growth, enabling expansion into new markets and reducing reliance on wholesale partnerships.
Rather than focusing solely on transactional keywords, we mapped the entire bridal customer journey, from initial inspiration and research, through consideration, to final purchase. This informed a content and technical SEO plan designed to capture demand at multiple touchpoints.
Given the high-value nature of wedding purchases, we embedded Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and YMYL (Your Money or Your Life) principles throughout the site. This included trust signals, authoritative content, and user-focused design elements to build confidence and reduce purchase hesitation.
Partnering with Paradox London’s web development agency, POLARIS led the on-page optimisation and technical SEO strategy, ensuring:
Optimised site architecture for crawlability and indexation.
Schema markup to improve search visibility and click-through rates.
Page speed enhancements to improve both SEO performance and conversion rates.
Mobile-first design considerations for an increasingly mobile shopping audience.
Beyond the UK market, we implemented a multi-language and multi-region SEO strategy to support expansion into France and Germany. This included hreflang implementation, localised keyword research, and cultural adaptation of on-site messaging to resonate with international audiences.
POLARIS also consulted and directed the seo website migration from magento to shopify for the brand, retaining the category structure in a way that fit the constraints of the shopify platform but retained SEO performance.
“Working with POLARIS has been transformational for our business. Moving from a wholesale-first model to building our own direct-to-consumer channel felt daunting, but their expertise made the transition seamless.
They understood our market, helped us target the right customers, and implemented an SEO strategy that not only boosted our online visibility but also increased our margins and control over our brand.
They have been honest and realistic about the time and approach needed to get our
business the digital performance we needed. We now have a clear roadmap for growth in the UK and internationally, and the confidence to go after it.”
By aligning Paradox London’s digital presence with modern SEO principles, we positioned the brand to compete effectively in a rapidly evolving retail landscape. The strategy delivered:
- Increased visibility for high-intent, category-defining keywords in the bridal footwear market.
- Improved user trust and engagement metrics through optimised UX and content credibility.
- A sustainable framework for scaling organic growth across multiple markets, supporting higher-margin D2C sales over wholesale dependency.
"Guiding wholesale brands to connect directly with consumers, creating stronger margins, brand authority, and lasting loyalty."Amo SokhiManaging Director
