Mint Velvet
Challenge
In an unpredictable ecommerce market, the brands pulling ahead are the ones running technology and expertise as a single system. Fashion retailer Mint Velvet’s four-year collaboration with Nest Commerce shows what that looks like in practice – a partnership that has driven performance growth across continents and advertising platforms.
Female-founded Mint Velvet is famous for its ‘relaxed glamour’, catering for women seeking luxurious, effortless pieces. As an already high-performing omni-channel fashion brand it initially partnered with Nest to scale paid social performance in the UK.
Building on this success, the brand recognised the need for specialised expertise to evolve its approach, unlock further growth, and optimise performance. As Maddy Turley, Growth Director at Mint Velvet, explains, “We were looking for a change in focus. This involved bringing in more category-specific expertise. We needed to be finding those extra wins and marginal gains.” The objective wasn’t to fix broken systems, but rather to mature the approach and take its social performance to the next level.
Solution
Mint Velvet’s decision to partner with Nest stemmed from a long-standing familiarity with the Nest team and, crucially, Nest’s growing reputation as a technology-led performance partner with deep fashion expertise. “Nest had started to carve out that niche of being real fashion experts,” explains Maddy.
Having ‘smashed the pitch’ with their insights into Mint Velvet’s specific needs, the partnership has since evolved significantly as Nest has taken on the search business, including Google and Bing.
The scope has also broadened geographically, with Nest now managing integrated search and social campaigns globally for Mint Velvet, building brand awareness and delivering sales through a sophisticated full-funnel approach. This has driven efficiencies across markets, with Nest supporting Mint Velvet’s ambitious growth trajectory.
Underpinning the partnership is Nest Creative AI, our performance platform. For Mint Velvet, Nest Creative AI automates campaign optimisation in real time – surfacing signals and prioritising actions across every platform and market. Its creative analysis capability processes Mint Velvet’s high-volume creative, showing which angles, formats, and messages are working and where performance is being left on the table.
Collaborative advantage
A hallmark of this successful partnership is its highly collaborative nature. Objectives are set jointly, creating a strong sense of shared ownership and achievement. This collaborative spirit is further realised by a “triangulated relationship” involving experts from Meta, Nest’s specialist team, and Mint Velvet’s in-house brand and technical teams. This ensures a strategically aligned approach to digital marketing.
The flexibility of this partnership has been key. Nest has actively supported Mint Velvet in launching new initiatives, allowing Mint Velvet to internalise successful strategies. This agility is built on a foundation of trust and strong relationships.
Results
Three years of sustained engagement – now entering a fourth – tells you something. But the numbers tell you more. The fact that Mint Velvet has continued to work with Nest speaks to the consistent value the partnership delivers. This collaboration has not only achieved initial goals but has shown remarkable resilience and adaptability through various market shifts.
As Nest has grown, Mint Velvet has benefited from Nest’s deepening expertise and cross-portfolio intelligence, drawn from 40+ ecommerce brands. Maddy highlights the strategic advantage of “being in a stable with similar stable mates.”
Beyond direct performance, Nest’s events and industry insights provide invaluable networking and up-to-the-minute market intelligence on everything from tariffs and platform updates to performance marketing optimisation. A clear benefit of partnering with a team driving “industry thought leadership”.
From senior leadership to the team on the ground, Nest’s people are truly exceptional. We value a collaborative and communicative culture, which fits perfectly with our own ways of working. And the deep retail fashion expertise provides the vital thought leadership we need from an agency
Maddy Turley
Growth Director at Mint Velvet
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