River Island: Defining the opportunity in the US for a British retailer

River Island, a leading high street retailer in the UK, sought to expand its online business in the US.


Following a period of organic success in the US market, British retailer River Island wished to understand if dedicated investment in its e-commerce operation would be commercially worthwhile.


SCB Partners’ multifaceted research approach, combining expansive qualitative interviews with consumers and experts and careful data analysis, identified a strategic framework for River Island to expand presence in the US; uncovering and identifying distinctive and lucrative River Island target segments. Informed by primary market and competitor insights, SCB Partners was able to develop a media planning strategy for River Island to successfully further its brand in the US e-commerce space.