Enhancing commercial success and visibility for Secret Linen Store through Digital PR
PR
Secret Linen Store is a British, family-owned, online retailer specialising in luxury bedroom textiles.
Founded by sisters Molly and Harriet, they have a passion for finding fabulous fabrics for bedrooms and offer a wide and colourful range of comfortable and stylish bedding, curtains, nightwear, and towels.
As a Certified B Corporation, Secret Linen Store is dedicated to honesty and transparency and has developed long-standing relationships with its suppliers in Portugal and the UK, collaborating closely on manufacturing processes, packaging, and waste management. This ensures that their products are ethically made, durable, and have minimal impact on the planet. They have also been investing in offsetting their operational carbon footprint for the past three years and remain committed to doing so in the future.
The Problem Area
From an SEO perspective, towels had historically been one of Secret Linen Store’s weaker categories. Despite the brand’s strong positioning across bedding and home textiles, towels struggled to generate organic visibility, search demand, or meaningful revenue growth.
To improve this, we decided to launch a targeted PR and content campaign with towels at the centre. Through combining search insights with expert-driven advice, we aimed to position Secret Linen Store as an authority in towel care, cleaning, and usage – areas in which we noticed that consumer curiosity was rapidly growing.
What Our Strategy Involved
Through spotting the uplift in demand for towel-related searches, we were able to use keywords strategically within our content plan to improve SEO for Secret Linen Store. This led to an 88% increase in ranking keywords for the towels category landing page (Similarweb: August vs. January), and following the towel-focused campaign, users began actively searching for ‘Secret Linen Store Towels,’ which was not happening before we implemented our strategy, and improved organic performance across towels-related pages. From March to September 2025 versus 2024, we saw some amazing SEO growth.
Commercial Impact for Secret Linen Store
Adopting this kind of strategy didn’t only improve the digital side of the business and how it’s perceived by relevant audiences, but it also improved the business commercially in an area that was lacking. While total purchases grew by 23.6%, overall purchase volume surged by 51%, indicating stronger customer demand and basket expansion. New to brand users also improved, with a 31.5% increase in first-time purchases.
Overall, the business saw a 14.9% increase in e-commerce revenue, with its return on investment reaching 2,895%.
This highlights the power of expert-led, insight-driven strategy, proving that aligning with user demand and intent delivers measurable marketing and commercial results.
More like this
