Framework in Action
How leading brands run their product operations
Jaded London
How Jaded London replaced Cin7 & 12+ Excel files and revolutionised their product operations with Airtable.
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JADED LONDON
£50M+ revenue
DTC & Wholesale
Replaced Cin7
60+ users
When you need to move at the speed of TikTok trends and celebrity street style, traditional systems just can't keep up. This was the challenge facing Jaded London, one of the UK's fastest-growing fashion brands, as they scaled toward £100 million in revenue.
"It's like being on a running machine and you can't get off because you have to constantly come up with the next thing," explains Grant Goulden, co-CEO. When Kylie Jenner and Stormi were spotted in Jaded's parachute pants, they needed to capitalize immediately. Their existing systems weren't built for that kind of agility.
The Breaking Point
Behind their explosive growth and viral successes, Jaded was wrestling with operational challenges that threatened to slow them down.
The product development and production processes ran on a complex web of Excel sheets, emails, and WhatsApp messages across their factories. "When styles sell out quickly, we look at the sign-up rates for restocks by size to forecast our next buy," their merchandising team explained. "But with data scattered across different files, we can't move fast enough."
"We react when samples come in and decide if we like them, but then I have to go back to the buying team to change the ratios," their Production Manager explained. "Everyone still thinks a product will ship on the original date even after we make changes. With so many styles and such short timelines, it's getting harder to manage."
The Solution
Rather than imposing rigid processes, we rebuilt their product operations around their need for speed and agility. We created a single source of truth for product data that every team could trust, from design through to production. We automated tedious tasks like generating SKUs and costings. Most importantly, we built a system flexible enough to fast-track viral products while keeping the rest of the development pipeline running smoothly.
The Results
After just three months, the transformation delivered clear benefits. Product launches became smoother. Data stayed clean and reliable. Teams could find what they needed without digging through multiple spreadsheets. The impact was particularly noticeable in production management. Instead of chasing information across disconnected systems, the production team had clear visibility of every style's status. When they needed to expedite production of trend-driven pieces - like their viral parachute pants that generated £8.5 million in sales - they could do so without disrupting their entire pipeline.
Looking Forward
As Jaded pushed toward their ambitious growth targets and explored expansion into new markets, their operational foundation was ready to scale with them. Whether they were launching pop-ups at Coachella or dropping exclusive collections for their 5-million-strong TikTok following, they now had systems that could keep pace with their ambitions.
Why It Worked
Success came from understanding Jaded's core strength - their ability to spot and capitalize on trends faster than anyone else. We didn't try to slow them down with rigid processes. Instead, we built systems that could keep up with their pace while maintaining the control and visibility they needed to scale.
RIXO
How RIXO got their entire team on the same page for product launches
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RIXO
Live in 12 weeks
Eliminated 12+ Excel files
£17M Revenue
20+ users
Growing from £10.3m to £17.4m in a year sounds great until you realize your product operations can't keep up. That was RIXO's challenge. The vintage-inspired fashion brand had captured attention with celebrities, expanded to three stores, and was pushing hard into wholesale. But behind the scenes, their teams were drowning in spreadsheets.
The Breaking Point
RIXO's product development process was fragmented across tech packs, spreadsheets, WhatsApp messages, PowerPoints, and Dropbox files. Their critical path lived in multiple places. The buy team was struggling to analyze collections effectively. And as they scaled, the manual work was only increasing. "We needed to bring the critical path into one place where everyone had real-time updates," says Orlagh from RIXO. "We had to stop the duplication of work and help the buy team analyze collections in different formats."
Why They Chose Us
"Things were explained in a non-tech way and related to real problems we had,"
Orlagh explains. "You understood the details of how a retail business works and the problems within supply chain through to internal departments communicating with each other." But what really sealed the deal? Speed. "You could do things fast, which ultimately there is nothing worse than a tech project dragging on."
The Solution
We rebuilt RIXO's entire product operations around our Framework approach: A Digital Library for product development that replaced their scattered systems and cut design time from 7 to 5 days.
It became the central hub for tech packs, BOMs, prints, attributes, fabrics, and trims.
A Launch Planner that finally gave everyone a single view of the critical path. Marketing, buying, and merchandising teams could all work from the same data. No more delivery schedule headaches or endless Slack messages.
The Impact
The transformation was immediately felt across the business: "The adoption of our launch planner has been incremental to keeping communication between teams easy and correct," says Orlagh. "We've had great success with our analysis, being able to view our buys in multiple ways ensuring we had the right product at the right time and in the right quantities."
The technical team can now make better decisions with correct measurements and up-to-date specs, reducing the fit process time. Buying teams have clearer visibility for capacity planning and allocation. And perhaps most importantly - everyone's working from the same information.
Looking Forward
For a brand that's seen nearly 70% growth in a year, having scalable operations is crucial. RIXO now has the foundation to support their continued expansion, whether that's opening more stores, pushing into new wholesale accounts, or growing their e-commerce presence. The key to success? Our Framework approach meant we weren't starting from scratch. We took proven processes and adapted them to RIXO's specific needs, delivering value quickly while building for their future growth.
Passenger
When you're growing at 345% year over year, spreadsheets just don't cut it anymore.
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PASSENGER
£15M funding
£50M+ revenue
700,000+ items year
345% CAGR
When you're growing at 345% year over year, spreadsheets just don't cut it anymore. That was the challenge facing Passenger, one of the UK's fastest-growing outdoor brands, as they scaled towards £50m in annual revenue.
Passenger's growth has been remarkable. They've hit £33m in revenue, sold over 700,000 items in the last year, and expanded internationally to make up 25% of their sales. They've just secured £15m in investment to fuel their global expansion. But with this kind of growth comes operational challenges.
The Breaking Point
The reality was simple - Passenger's product operations were running on spreadsheets. Every new product launch meant hours spent updating multiple files. Teams were constantly checking and double-checking data. Making changes was slow and error-prone. And as they expanded internationally, managing translations and market-specific content became nearly impossible. Their team summed it up perfectly: "The current portfolio of sheets simply isn't sustainable. They generate too many chores to sync data, are prone to error and prevent us obtaining a single view of the truth."
The Solution
We took a different approach. Instead of just moving spreadsheets into Airtable, we rebuilt Passenger's entire product operations workflow. We automated the tedious tasks like generating product codes and variants. We created a single source of truth for materials, specs, and care guides. We made it simple to write and approve product descriptions. And most importantly, we built it in a way that could grow with their business.
The Results
The transformation was immediate. Product launches became smoother. Data stayed clean and reliable. Teams could find what they needed without digging through multiple spreadsheets. And as Passenger expanded into new markets, their product operations could finally keep pace."Given the adaptive and agile nature of our growth and processes, we needed a highly adaptable system for this phase of our business, and Airtable was deemed fit for purpose."
Looking Forward
This was just the beginning for Passenger. With their recent investment and push into international markets, we're already working on the next phase. We're connecting their system with Shopify to sync stock levels and images. We're leveraging Airtable's built in AI to help with product descriptions across multiple languages. And we're looking at ways to streamline their sample tracking and photo management.
Why It Worked
The key was our Framework approach. We didn't start from scratch or try to reinvent the wheel. We took our proven product operations framework and adapted it to match Passenger's ambitious growth plans. We've done this before, we know what works, and because we built it on Airtable, Passenger can keep evolving their system as they continue their journey to becoming a leading global outdoor brand.
NOLO