Fermary
Purely
fermented
Brand identity refresh, Shopify build, Skio subscriptions, Klaviyo lifecycle, Meta and Google ads — and a Skio Build-a-Bundle launched in May 2026.
Overview
Fermary makes award-winning raw, unpasteurised kimchi and krauts in London. Founded by Elena Thorogood, the brand had built a loyal following through farmers’ markets and premium stockists. When they came to Tribe, the brief was to create a digital home that matched the quality of what was inside the jar — and to build the growth infrastructure to scale beyond it.
We rebuilt the site from the ground up: premium typographic design, flavour-led product pages, interactive tasting profiles, a recipe hub, Skio subscriptions, and a smart cart with multi-buy thresholds baked in. Klaviyo flows and campaigns went live alongside the site in October 2025. Meta and Google paid ads followed in November. The Skio Build-a-Bundle — the latest platform addition — launched in May 2026.
Since go-live, the numbers have tracked the ambition.
Website design & build
Fermary’s previous site was an MVP — functional, but not built to convert. We rebuilt it around the brand’s craft identity: Gill Sans carried from jar to screen, colour drawn from the ferments themselves, and every product page rebuilt around flavour. Interactive tasting profiles, a recipe hub with schema markup, and best-practice SEO foundations throughout. Monthly site sessions have grown +109% since launch.
Skio subscriptions
We integrated Skio at launch to give customers a frictionless way to manage repeat deliveries — skip, pause, swap, or cancel without contacting support. The save mechanic is woven into the product pages and cart, surfacing the subscription saving at the point of decision.
Skio Build-a-Bundle
The Taster Experience Box had been the strongest product on site since launch — its success told us customers want to explore the range, not commit to a single jar. The Build-a-Bundle was built to make that a permanent, scalable purchase path.
Four jars unlocks free delivery. Six saves 10%. Subscribers save 15% across the whole basket, with the toggle sitting inside the builder itself.
It launched on 7 May 2026. In its first week, 81% of consumer revenue came through the bundle at an AOV of £40.72. The four-jar tier is the gravitational centre — drawn by free delivery — with Pink Kimchi, Beet Kraut, and New Tropic as the most-picked flavours. A third of orders came via welcome and browse abandonment codes, a strong early signal on acquisition conversion.
Klaviyo lifecycle
We built Fermary’s email programme from scratch: welcome, abandoned cart, browse abandonment, post-purchase, winback, and sunset — all live within the first four weeks. The welcome flow converts at 6.6%. Abandoned cart converts at 5.4%. Across 34 campaigns since launch, the list has grown +172%. Average open rate sits at 52.8% — more than double the industry benchmark.
Meta & Google ads
Paid media launched in November 2025. From that standing start, monthly attributed purchase volume grew +419% by March 2026, with Google ROAS ranging from 260% to 382% across Q1.
April saw Meta efficiency soften around the bundle builder launch — new creative wasn’t ready to match the spend level. The funnel held; the creative gap is being closed.
The results
Fermary arrived with exceptional product and a brand ready to grow. What it needed was the infrastructure — design, subscriptions, email, paid media, and now a bundle builder — to match the ambition.
- +106% order growth, Q4 2025 to Q1 2026
- +110% revenue growth, Q4 2025 to Q1 2026
- +109% increase in monthly site sessions since launch
- 52.8% average email open rate across 34 campaigns
- 81% of consumer revenue from Build-a-Bundle in its first week
