ewm.co.uk
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Edinburgh Woollen Mill: The 243M Pound Knitwear Giant
How a heritage brand navigates the digital marketplace with 416K monthly visitors
EWM.co.uk isn't just another online knitwear store—it's a £243M revenue machine hiding in plain sight. With 416K monthly visitors and 765 employees, this 'specialist' is a heavyweight in the UK lifestyle market, proving that traditional retail brands can still dominate digitally.
"EWM proves that in e-commerce, you don't need to be a tech unicorn to win—you just need to own a category and execute relentlessly."
The Traffic Paradox
Despite 47% of traffic coming from direct searches (a sign of strong brand recognition), the site's 2.3/5 Trustpilot rating reveals a critical disconnect. Customers know the brand, but they're not loving the experience. This is the classic 'awareness vs. satisfaction' gap that plagues legacy retailers transitioning online.
The SEO Moat
EWM owns the search terms that matter. Ranking for 'edinburgh woollen mill' (9,830 monthly searches) and 'ewm' (9,450 searches) gives them an unassailable branded search advantage. But the real insight? They're also capturing niche queries like 'ladies turtle neck purple jumper uk'—showing they understand long-tail fashion SEO better than most digital natives.
The tech stack reveals a pragmatic approach: jQuery, Tailwind CSS, and Bootstrap suggest a modern frontend, while Zendesk and hCaptcha handle the operational heavy lifting. They're not chasing bleeding-edge tech; they're building a functional, scalable e-commerce machine that works.
- Heritage brand with modern digital execution
- Strong direct traffic indicating brand loyalty
- Niche keyword capture beyond branded terms
- Operational scale with 765 employees
- Clear focus on knitwear as a category
The Lesson in Scale
EWM.co.uk demonstrates that in e-commerce, owning a specific category with deep operational expertise beats chasing every trend. Their £243M revenue and 416K monthly visitors prove that focus and execution still win in the digital age.
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Meta Tags
The Edinburgh Woollen Mill: UK Cashmere & Knitwear Specialists | EWM
EWM are the specialists in women's and men's knitwear styles including jumpers and cardigans. Click here to shop online at The Edinburgh Woollen Mill
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Edinburgh Woollen Mill
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Reviews (20)
Helpful staff
We was on a coach holiday and we called into the Edinburgh woollen mill shop in invanery Scotland. We went in the coffee shop and the lady who served us was amazing she was just so helpful and friendly,she made us some sandwiches up and she told us some history of invanery,she was so knowledgeable of the area,also another lady having her lunch break was also lovely and friendly,so we was just so pleased to have such lovely helpful staff.i was sorry I didn't get there names.but I am sure they will know who they was.
Needed to do a return at the shop in…
Needed to do a return at the shop in Burton on the water in the Cotswolds.Such helpful staff who helped us even though it took a while she was very patient and understanding.Really wonderful shop with plenty of lovely clothing.My mum had been looking a long time for a cashmere jersey with a v neck which we found at the shop
Chester: excellent
We had an excellent visit to the Chester Store on our Xmas break. (Such a pleasure, as we have no local stores any more near our town.) There was a good selection of current styles available there. Kate, the Manager and Louisa were so friendly and helpful and we both bought items. Many thanks.
Take an umbrella to Chester store as…
Take an umbrella to Chester store as the roof was leaking lol.Lots of bargains we found in store still great shop. There was a lovely staff member Tracy when we visited very welcoming and helpful ,will go again.
Really polite helpful staff
Really polite helpful staff. Purchased some jumpers from colchester branch in the sale. Really warm and had lots of compliments already!
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About ewm.co.uk
EWM are the specialists in women's and men's knitwear styles including jumpers and cardigans. Click here to shop online at The Edinburgh Woollen Mill
Company Overview
ewm.co.uk Social Media
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Technology Stack
ewm.co.uk uses 15 technologies across their website including Vimeo, hCaptcha, HSTS, Cookiebot, and more.
Video
Vimeo
Security
hCaptcha, HSTS
Privacy & Consent
Cookiebot
Advertising
Microsoft Ads
Customer Support
Zendesk
E-commerce & Payments
Clearpay, Magento
Traffic & Audience
ewm.co.uk receives approximately 416.1K monthly visitors and ranks #89,342 globally. The website has a bounce rate of 39% with visitors viewing an average of 4.9 pages per visit. Users spend an average of 3:16 on the site.
The majority of ewm.co.uk's traffic comes from undefined, undefined, .
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This page provides publicly available information about ewm.co.uk. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit ewm.co.uk directly at https://ewm.co.uk.