Direct Fireplaces is a leading UK retailer of gas and electric fires, fireplace surrounds, and hearths.

Velstar supported them across Paid Search, SEO, affiliate marketing, content marketing, and paid social channels.


More revenue from organic traffic (YoY)


Increase in revenue from paid traffic


Increase in ROAS


Revenue growth (YoY)


Cost of sale (YoY)




At the start of their SEO campaign, Winfields had very little organic search presence and any traffic coming to their site through the channel was heavily brand biased.

Velstar built out a highly targeted keyword strategy and managed the site architecture and all other technical SEO issues to ensure Google could crawl and index the site effectively.

We also revamped all on page content, and developed a content campaign based on seasonal keyword search trends to support traffic and link acquisition efforts. The careful management of on and off page SEO produced some excellent results.

The outdoor clothing, gear and accessories sector is highly competitive with well established brands employing aggressive bidding strategies on the most profitable keywords.

Our PPC strategy needed to quickly identify the potential opportunities that existed in this landscape, while carefully managing ad spend to ensure Winfields was getting a healthy ROI. Here are some of the results we were able to achieve.

Prior to working with Velstar, affiliates were not a channel that Winfields were using. With this in mind, we split our recruitment campaign into 3 main areas, voucher code sites, product aggregator sites and product focused content sites.

The product focused content sites, were able to provide high levels of sales from audiences that were researching products heavily before they committed to the purchase and drove new customer sales and brand awareness. One of the biggest wins of the campaign was using sites like HotUKDeals to push stock clearances, managing to clear some lines within a matter of hours.

"Velstar is an absolute pleasure to work with. They delivered the migration project in a smooth and seamless process. They used their extensive Shopify Plus expertise to help us build a store that not only looks fantastic but also performs well too. We look forward to partnering with them for years to come."

Chris D'Aloisio
Senior Project Manager, French Connection