Cutting Through the Noise:
Montirex’s £1.1M Summer Sale Success Story

Sector

Beauty

Our role

Paid media,
Development,

Montirex

Montirex is a Liverpool-based sportswear brand founded in 2019 by Daniel Yuen and Kieran Riddell-Austin. Starting from their living room, they identified a gap in the market for affordable, stylish activewear. Their initial product line of three T-shirts quickly gained popularity, leading to partnerships with major retailers like Footasylum and JD Sports.

Challenge

Montirex wanted to significantly boost sell-through across their full range during a key commercial period – the Summer Sale – without compromising their brand’s premium perception.

The key challenges they faced included:

- Excess stock across seasonal and core lines that needed to be cleared before new product drops.

- Rising competition in the activewear space, particularly from bigger, discount-heavy brands, making it harder to stand out during sale periods.

- Lower mid-season engagement compared to high-traffic peaks like Black Friday or Q4 drops.

- Pressure to maintain profitability while offering steep discounts of up to 50%.

- The need to drive volume without eroding brand value, ensuring the campaign still aligned with Montirex’s premium, performance-led positioning.

They were looking for a campaign strategy that could effectively cut through the noise, increase ROAS, and drive urgency while protecting the brand’s image and maximising sell-through across menswear, womenswear, and juniors.

Solution

We took a strategic and phased approach to the Summer Sale campaign, ensuring it was primed to drive performance without diluting the brand.

- Pre-launching dedicated Sale campaigns allowed us to gather early learnings and performance data, enabling us to scale spend confidently during the key promotional window.

- We built out dedicated Performance Max asset groups focused solely on the Summer Sale, ensuring product messaging and creative aligned with seasonal urgency – including bespoke branded variants to capture high-intent traffic.

- Our team implemented tailored sales ad copy across all campaign types, incorporating sale-specific headlines, sitelinks, callouts, and promo extensions. We also leveraged Google Merchant Centre promotions to visually highlight discounts across Shopping.

- To maximise visibility, we opened up sale products across branded search activity, giving us broader coverage and ensuring that users searching directly for Montirex also saw relevant, high-converting sale inventory.

This integrated setup allowed us to balance reach, relevance, and performance – ensuring that Montirex could clear stock effectively while protecting brand equity.