CASE STUDY Leading Crabtree & Evelyn Through Digital TransformationCRABTREE & EVELYN Founded in 1968 in Cambridge, Massachusetts, Crabtree & Evelyn has become one of the leading brands in the retail of body, fragrance and home care products. From the first stall they opened in Boston in 1977, they have grown to have a strong retail presence with over a hundred stores in more than 65 countries worldwide as well as representation in leading retail outlets. THE CHALLENGE It is difficult to think of a sector that has been through as much of a significant transformation over the past decade as retail. Revolutionised by market disrupters and changing consumer behaviour, we have come to realise that no brand, no matter how established, is safe in such a volatile sector. Cra

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