The Growth Challenge

Despite its success, PURELEI recognised a critical organisational limitation: consumer understanding was siloed across different departments. Valuable consumer insights existed throughout the company but were not centralised, accessible, or actionable. This fragmentation prevented the organisation from fully leveraging its most important asset—deep knowledge about its customers.

The Company

PURELEI stands as a leading direct-to-consumer (DTC) scale-up in the German market, having achieved remarkable success with a turnover exceeding €60 Million. The brand has carved out a unique position in the fashion jewelry space, drawing inspiration from the vibrant spirit of Hawaii and creating a distinctive lifestyle brand.

The Approach

Step 1: Comprehensive Consumer Insight Audit

We conducted a thorough audit of existing consumer understanding across the organisation. This involved:

• Mapping consumer data and insights across different departments

• Identifying gaps in current consumer understanding

• Assessing the depth and quality of existing consumer knowledge

Step 2: Capability Building Masterclass

To create a shared foundation, we designed and delivered a targeted masterclass focusing on:

• Consistent consumer understanding of terminology

• Methods for capturing and interpreting consumer insights

• Best practices in consumer-centric thinking

• Frameworks for sharing and applying consumer knowledge across the organisation

Step 3: Strategic Insight Synthesis

Building on the audit and training, we:

• Conducted a comprehensive analysis of the collected consumer data

• Developed the company’s first annual customer report

• Synthesised key insights into a coherent, actionable narrative

• Created a consumer booklet to spread understanding across the organisation

The Results

The initiative delivered transformative outcomes:

• Centralised Consumer Understanding: Broke down departmental silos and created a unified view of the customer

• Organizational Capability: Enhanced the team’s ability to think and act with consumer-centricity

• Strategic Documentation:

  • Developed the first comprehensive customer report

  • Integrated key consumer findings into the brand book

  • Created a consumer booklet to drive organisational alignment

The project represented a fundamental shift from fragmented consumer knowledge to a strategic, organization-wide approach to understanding and serving customers.