How one scale-up is rethinking marketing after going 'too hard, too …

After over-investing in brand last year in a bid to reignite its pandemic-level growth, Thortful is now seeing success with an approach better suited to a scale-up. Hundreds of online brands saw their growth skyrocket during the height of the pandemic, when consumers were stuck in their homes and retailers doors were shut.

Online card and gift brand Thortful was one of them, with sales increasing by 276% in 2020, from GBP7m to GBP28.3m.

Founded in 2015, Thortful sets itself apart from the giants of the online card industry – namely Moonpig and Funky Pigeon – with its marketplace model, in which artists can upload their card designs to a platform and are paid a share of any sale.

The brand therefore offers a wide spectrum of designs, from sweet and cute to lewd and crude.

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