Smarter Capital is pleased to announce a strategic partnership with Duncan Stewart, a leading Worthing-based supplier of premium textiles and homeware, to accelerate the company's organic growth across both Direct-to-Consumer (D2C) and Business-to-Business (B2B) channels.
With over 40 years of industry experience, Duncan Stewart has built a strong reputation for providing luxury towels, textiles, and homeware to trade customers, alongside offering in-house embroidery, laser engraving, and debossing services.
As part of this collaboration, Smarter Capital will work closely with the Duncan Stewart leadership team to enhance its digital presence, optimise marketing performance, and unlock new revenue opportunities.
The partnership is structured in two key phases, with phase one focused on driving revenue growth and operational improvements, and phase two targeting strategic positioning for future exit opportunities.
Phase One: Strengthening D2C and B2B Growth
Direct-to-Consumer (D2C) Growth Initiatives
Smarter Capital's immediate focus is to strengthen Duncan Stewart's D2C channel, improving customer acquisition and retention. Key initiatives include:
- Upgrading the existing Shopify website (duncanstewart1978.co.uk) to improve design, navigation, content, and overall user experience.
- Launching new marketing channels, including Affiliate Marketing, Paid Social, and Email CRM, while also transitioning PPC (Pay-Per-Click) management under Smarter Capital's PPC agency, Outsearch.
- Enhancing the Google Shopping Data Feed to maximise visibility and conversion rates.
- Fixing conversion tracking issues to ensure accurate measurement of marketing performance.
- Improving SEO and Domain Authority to drive long-term organic traffic growth.
Business-to-Business (B2B) Growth Initiatives
Duncan Stewart has built a loyal trade customer base, supplying customised textiles and homeware to businesses such as gyms, rugby clubs, councils, private schools, golf clubs, and more. Smarter Capital will help to scale this channel by:
- Migrating B2B website landing pages to the main Shopify property (duncanstewart1978.co.uk) to unify brand presence.
- Generating new content and improving existing B2B landing pages to boost search visibility and engagement.
- Optimising user journeys and calls-to-action (CTAs) to drive lead generation.
- Launching a targeted PPC campaign focused on high-intent B2B search queries (e.g., 'personalised towels for gyms').
- Reviewing and optimising the CRM system to improve lead attribution and calculate customer lifetime value (CLTV), ensuring marketing investment can be accurately measured.
- Strengthening LinkedIn presence by building Duncan Stewart's brand visibility, sharing industry-relevant content, and generating B2B leads through targeted outreach, commission-based services, and curated contact lists.
Gavin Alexander, Managing Director of Smarter Capital's E-commerce Division said:
'We are thrilled to be working with Duncan Stewart and their fantastic team.'
'We look forward to working closely with them to enhance the digital capabilities of the business, ensuring that more customers in both the D2C and B2B markets can discover the extensive range of premium textiles Duncan Stewart are synonymous with.'
'Together, we aim to showcase the exceptional service and high-quality products that define the Duncan Stewart brand, bringing them to new audiences and elevating the overall customer experience.'
Phase Two: Preparing for Future Exit
Once the foundations for accelerated growth are in place, phase two of the partnership will focus on positioning Duncan Stewart for a future exit. Smarter Capital will work with the team to:
- Identify and execute strategic acquisitions to increase market share and drive revenue growth.
- Establish Duncan Stewart as part of a broader vertical of complementary businesses, creating higher collective enterprise value for stakeholders.
- Position the business to attract potential acquirers, maximising shareholder value at the point of exit.
A Collaborative Approach to Unlocking Growth
Commenting on the partnership, Fraser Stewart, Director of Duncan Stewart:
'We're incredibly excited to partner with Smarter Capital to drive the next phase of growth for our business.'
'Their expertise in scaling e-commerce and trade businesses, combined with their hands-on approach, makes them an ideal partner as we work to expand both our D2C and B2B channels.'
Peter Howarth, CTO at Smarter Capital, commented on the acquisition:
'Duncan Stewart is a fantastic business with a long-standing reputation for quality products and service.'
'Our role is to unlock its full growth potential through enhanced marketing, better use of technology, and improved operational efficiencies.'
'We'll also be actively identifying strategic acquisitions to help scale the business further and ultimately position it for a highly attractive exit.'
Seeking Further Opportunities
As part of Smarter Capital's long-term growth strategy, the firm is actively seeking to partner with or acquire UK-based businesses, particularly those with strong D2C and B2B potential. By applying its expertise in digital transformation, operational efficiency, and revenue growth, Smarter Capital aims to create significant value for shareholders across its portfolio.
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