Henne
Henne's Organic Search Growth
How a fashion-first brand built a sustainable growth engine with Optimising's ongoing SEO strategy
Founded in 2019 by Nadia Bartel, Henne has become a cult name in Australian fashion, celebrated for its minimalist aesthetic and highly curated drops. With a strong creative direction and a growing customer base, the brand’s Shopify Plus store plays a central role in its growth strategy.
To keep up with demand and ensure sustainable traffic growth, Henne partnered with Optimising to lead their ongoing SEO strategy and consulting. The goal? Make organic search a reliable, revenue-driving channel — without compromising the brand’s creative identity.
- Increase organic traffic to henne.com.au through consistent, long-term SEO work.
- Improve visibility across high-intent, non-branded search terms.
- Build a stronger foundation for evergreen and seasonal traffic alike.
- Align SEO with the brand’s release calendar, UX updates, and campaign rollouts.
Our SEO Strategy
Optimising worked closely with Henne’s internal team and Convert Digital, the brand’s development and design partner, to ensure SEO was baked into both strategic decisions and day-to-day execution. From auditing and improving technical performance to reworking key page templates, Optimising provided practical direction across site structure, metadata, content, and internal linking.
A key focus was aligning SEO activity with Henne’s frequent seasonal releases — ensuring each drop was backed by optimised pages that captured both branded and non-branded demand. Through keyword mapping, on-page content guidance, and performance tracking, Optimising turned Henne’s collection and product pages into strong performers in search — all while retaining the brand’s premium look and feel.
SEO Results
- +30% overall revenue growth
- +9% increase in average order value (AOV)
- +13% increase in return customer rate
- Growth in rankings and visibility across high-value, non-branded keywords
- More consistent performance in organic traffic, even outside of peak campaign periods
The strategy from Optimising has been a huge support for our team.
They’ve helped us better understand what drives organic results and made SEO feel manageable, even in a fast-moving fashion environment."
Henne Team
Hands-on & Collaborative Approach
By taking a hands-on, collaborative approach, Optimising has helped Henne turn SEO into a strategic advantage.
Working alongside Convert Digital, the partnership has created a balanced ecosystem where creative, development, and search performance are all pulling in the same direction resulting in better visibility, stronger engagement, and long-term revenue growth.
