Harry Rosen, Canada’s leading luxury menswear retailer, today announced strong 2025 omnichannel growth following a strategic marketing transformation developed in close collaboration with full funnel media agency DAC. The partnership reflects a shift away from short-term ecommerce optimization toward a longer-term, customer-centric approach focusing on acquisition, omnichannel performance, and sustainable value creation.

Since February 2025, Harry Rosen and DAC have formed a strategic partnership, where DAC works in tandem with Harry Rosen’s internal team to enhance the overall media strategy, prioritizing the acquisition of high-value customers and strengthening the connection between online and in-store experiences. The results underscore the impact of this approach, delivering meaningful growth across channels while improving the overall quality of revenue.

Over the course of 2025, Harry Rosen achieved year-over-year revenue growth driven by both ecommerce and physical retail locations. Store revenue increased year over year, while ecommerce accelerated significantly during the Fall/Winter season — demonstrating the effectiveness of optimizing digital investment and piloting new approaches to drive omnichannel outcomes. Together, these gains contributed $10 million in incremental annual revenue versus the prior year.

Customer acquisition was a central driver of this performance. The brand welcomed more than 80,000 new customers year over year, with ecommerce serving as a primary engine for growth. This influx of new customers has strengthened Harry Rosen’s long-term growth outlook and expanded its high-value customer base.

In parallel, the strategy delivered improvements in revenue quality. Ecommerce full-price selling increased materially year over year, signaling healthier demand, reduced reliance on discounting, and increased revenue from newly acquired customers. When viewed through a lifetime value lens, the partnership is projected to generate several million dollars in incremental lifetime revenue and gross profit, reinforcing the importance of measuring success beyond short-term performance metrics.

The business results were fueled by a combination of strategic media planning, rigorous optimizations, and multiple advanced analytics solutions.

1. FSA Score Carding and Cluster Analysis facilitated reallocating media budget on a hyper local level to the FSAs based on a combination of Harry Rosen’s historical customer sales and Census Canada data.
2. Incrementality testing revealed retargeting existing customers produced excellent in-platform ROAS, but upon further analysis many of those customers would have purchased through organic channels without media support.
3. Lifetime Value Modelling allowed us to determine which initial product category purchase correlated most strongly to a customer with a high lifetime value.
4. Media Mix Model illuminated which media channels performed best from a omni-channel revenue perspective.

“This partnership reflects what’s possible when marketing strategy is aligned to long-term strategic business goals,” said Jessica Gale, Chief Customer Office for Harry Rosen. “By focusing on customer acquisition and omnichannel impact, we’ve been able to drive growth that supports the entire business — today and into the future.”

Adam Luck, DAC’s Managing Director, Canada echoed the collaborative nature of the engagement, noting that “the success was driven by close alignment with Harry Rosen’s internal marketing and leadership teams, shared measurement frameworks, and a common focus on sustainable value creation”.

Together, Harry Rosen and DAC continue to build on this momentum, establishing a scalable foundation for future growth while reinforcing the brand’s leadership in continuing to help Canada men live a life well dressed.