Fruit 4 London. Whilst their business proposition is beautifully straight forward, the process of building a business is not. Since 2009, we have partnered with Fruit 4 London and owned digital strategy for the business for a 16 glorious years. The founder, Les Mulato, loves POLARIS, and POLARIS loves him. Read about how we guided a start up business with a leaky fridge grow to becoming a 5m turnover technology first ecommerce brand.
From their very first website designed to generate leads to their ecommerce platform fuelling subscription revenue we have guided Fruit 4 London the entire way.
We utilized the shopify platform to further develop the businesses digital capability to accommodate the ability to introduce marketing automation and a new, upfront revenue stream through subscription functionality.
Fruit 4 London’s biggest challenge was (and still is) that they are a lean business without a marketing department.
This means the onus for marketing performance is entirely on their digital partner.
The clients challenge was simple – have enough capability, experience, and confidence to be able to manage marketing independently from the business.
We have always been more than just an SEO agency for Fruit 4. As Fruit 4 London’s digital partner from inception, we’ve guided the brand through every stage of its growth. Our digital strategy has evolved alongside the business, adapting to shifting goals and market conditions over the past 16 years.
In the early startup phase, our focus was tactical, centred on lead generation to support sales outreach and help secure new customer accounts. As the business matured, our priorities shifted to improving the customer experience online and building a strong digital presence across multiple channels.
Over the years, we’ve executed integrated campaigns across SEO, PPC, Email, and Social, continually refining our approach to connect with core audiences and support business objectives.
A key milestone came in 2023 when we led the transition from a lead-generation website to a fully e-commerce enabled platform via Shopify. This shift allowed customers to pay upfront for orders, representing a significant change that enhanced business liquidity and transformed the commercial model from credit-based to revenue-first.
To support this move and improve customer retention, we implemented marketing automation through Klaviyo. This enabled personalised email journeys based on customer behaviour and lifecycle stage, driving an immediate uplift in repeat purchases and allowing the brand to nurture customers more effectively. As a result, engagement, average order value, and customer lifetime value all increased.
Alongside this, we introduced a subscription model to enable recurring deliveries for regular customers. This added a new layer of predictable income for the business, with monthly recurring revenue (MRR) becoming a key commercial KPI. Marketing efforts could now be more closely tied to long-term customer value and retention, rather than one-off sales.
With this new structure in place, we adopted a more data-driven approach, using real-time sales and engagement metrics to track acquisition performance and optimise marketing ROI with clarity and confidence.
Migrating to Shopify in 2023 enabled the business to move from lead generation to direct online sales. This shift improved cash flow, enabled upfront payments, and opened the door to subscription revenue.
Intelligent Automation with Klaviyo
Personalised email automation increased repeat purchases and customer engagement. It also gave the business deeper insight into customer behaviour and lifecycle value.
Long-Term, Channel-Led Growth
A consistent, multi-channel strategy across SEO, PPC, Email, and Social supported growth at every stage. Each channel was aligned to business goals — from lead gen in early years to scalable acquisition and retention later on.
“We are really happy with POLARIS. They always do what we need and when we tell them what we think will grow the business they listen and act with it. A great long term partner that has helped us grow” – Les Mulato, Managing Director, Fruit 4 London
“Our partnership with Dune London demonstrates our capability to integrate effectively into a large business to drive about change. When values align, anything is possible."Amo SokhiManaging Director
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