A borderless, brand-plural digital strategy
Fenix Outdoor has ten brands across Europe and the USA — B2B and B2C, wholesale and direct, technical and lifestyle. Every brand had its own voice, its own operating rhythm and its own view of what "digital" meant. The group needed a shared spine without flattening what made each brand distinct.
We worked with Fenix as their digital partner across strategy, product and technology — helping them build the shared spine while keeping each brand’s independence intact.
What the customer actually experiences.
Real client contexts from the programme — in-store, in-field and in-flight.
Where we pointed the work.
A single diagram, drawn from the programme, showing how the strategy actually lines up — where it converges, where it stays plural.
How we shaped the work.
What reached production.
A brand-plural strategy, sharpened by AI-native practice.
For a group with ten distinct brands, AI-native practice is not one model everywhere — it is a discipline. Each brand keeps its voice. The shared spine is a reviewed way of shipping personalisation, planning and content operations at pace. The commercial gain shows up as faster launches and steadier margins across the group.
Start with one thing that works.
A 60-minute working session with two of our engineers. You bring a delivery problem. You leave with a written assessment of where AI would help, where it would not, and what it would take to find out.
No pitch deck. No obligation.