Rory McLaughlan

Shirt in a Box

Founder of Shirt in a Box, the world's leading Mystery Football Shirt Retailer. 

In the space of 18 months, we grew from a bedroom start up to a hyper growth business, with over 2.7 million recorded in revenue and 70,000 in sales.

Founder

Numbers Game

Director

Rory's Football Shirts

Originally selling vintage football jerseys on online marketplaces, including Depop & Ebay, grew into a brand with 10,000 followers and a succesful website.

What initially started as a hobby way back in March 2020 when the UK entered a lockdown, would turn into over 2000 sales.

Business Owner

Hello! I’m Rory, the founder of Shirt in a Box and I’m on a mission to disrupt the football industry.

After setting up my first business at 17, I developed a huge passion for entrepreneurship, especially around what I live and breathe… Football. 

Fast forward to now, I have over over 70,000 sales & counting through two businesses, a team of 10 and collaborations with some major partners across the football industry. 

Shirt in a Box offers football fans a unique experience like no other. Once purchased, they are sent a high quality mystery football shirt. This allows customers to get a new shirt they may not have been aware of and clubs get their kit in to the hands of a different audience - it’s a win win! 

Through running 2 businesses, I have built a large entrepreneurial skillset including social media advertising (both organic & paid), management, supply chain and logistical management.

In my down time I’m a Web 3.0 enthusiast, a crypto investor and I play football semi-professionally, winning multiple Irish cups at youth level.

Feel free to send me a dm to chat all things business and football!

Founder of Shirt in a Box, the worlds leading Mystery Football Shirt Retailer. 

In the space of 18 months, we grew from a bedroom start up to a hyper growth business, with over 2.7 million recorded in revenue and 70,000 in sales.

A HUGE moment for Shirt in a Box!

Thanks to Gary and the Stick to Football team for a mention on this week's episode!⚽️

We loved hearing Jill Scott was a fan of her Bari top from us - clearly great taste! As for Roy...let's just say his reaction was a little less enthusiastic (no surprise there😅).

Either way, we'll take it!

Disrupting the Sport Industry / Founder of Shirt in a Box

It was great to catch up with Gary Neville yesterday & show him the progress we’ve made since we last met. 

10 months ago he took an interest in what we were building at Shirt in a Box & decided to share it with the world on Stick to Football - that kindness has helped open our eyes to what’s possible, and propelled us to greater heights. 

Congratulations on yesterday Gary Neville - a great occasion & fitting ceremony. Thank you to Queen's University Belfast for helping to facilitate this opportunity. 

The journey is still only getting started.

We're launching Shirt in a Box Turkey.
 
80 million people. Football mad. Jerseys retail for £90 (more expensive than UK).
 
The opportunity? They're deprived of authentic international shirts.
 
Will take 6 months to set up. Then Turkey becomes our gateway to Asia.
 
Sometimes the best business ideas come from travel, not just asking ChatGPT...

LinkedIn, I need your help.

Our box manufacturer has just burned us. Original timeline: delivery before Black Friday. New timeline: after Christmas.

We need 30,000 boxes urgently:

📦 Diecut

📦 Printed one colour

📦 330mm x 247mm x 19mm

📦 12mm DS tape rip seal

I know this is ridiculously late notice. But Black Friday is our biggest moment of the year and we can't let our customers down.

If you know a factory with capacity or have any connections in packaging/manufacturing, please DM me or comment below.

Any shares massively appreciated. There's got to be someone out there who can help.

We've worked too hard on this Black Friday to let boxes be the thing that stops us.

I love working at the Christmas Market, even if it's only a few hours once a week.
 
Why? It gives you a great insight into your customer & product that you can't get online...
 
I found out we were too cheap at the Christmas market last year.
 
We were charging £40 for mystery boxes when they're £45 online. We changed to match online prices on day 2, and finished 25% up on the previous year.
 
The market gives you real feedback you'd never get sitting online.

We purposely go 'late' with our Black Friday deal. We launch tomorrow, the Wednesday of Black Friday week.
 
Increasingly, I see brands going early, usual with the idea that if you don't, your potential customer will have spent all their money by the time Black Friday rolls around.
 
However, to make it work you have to run about 4 different offers across the promotion. Each one progressively getting better, and as a result decreasing your margin.
 
In my opinion, it's a lot of effort, for similar returns (according to those who can see the data across multiple brands like Stuart Worgan) as one mega offer on Black Friday week.

I posted about our box supplier crisis last week. 30+ shares, flooded with DMs. Fred Lill came through. Boxes arriving just after Black Friday.

Grateful for everyone who helped. A reminder of the power of building in public.

Other stuff I discussed in EP14 of Building the Box…

Christmas market opened with our best weekend ever.

Visited our first claw machine in Sheffield at Yardball (class venue - street football mini golf). 200 plays in week one.

Flew to Manchester to meet suppliers. The progress from one in-person meeting beats six months of emails.

Testing Australia/New Zealand markets. Early signs promising.

Black Friday strategy: Everyone goes early with 10 offers. We go late with 1 killer bundle. Similar results from what I’ve seen, less complexity.

Full episode now on

YouTube: https://lnkd.in/ed7iRrGC

Spotify: https://lnkd.in/e-Z5uNQE

Interested in how Shirt in a Box gets a shoutout on one of the UK’s biggest football podcasts?

In Episode 16, I break down how we featured on Stick to Football, chat about the whirlwind of Black Friday sales, and share why taking new staff out for lunch is our secret to building trust (and having a laugh).
 
Whether you’re a football fan, a startup enthusiast, or just love a good underdog story, this one’s for you.
 
Watch & listen now:
▶️ YouTube: https://lnkd.in/eRimwNMF
🎧 Spotify: https://lnkd.in/eFK5FVxT

Open video: EP16: How we got on Stick to Football, New Staff & Black Friday Madness on youtu.be

EP16: How we got on Stick to Football, New Staff & Black Friday Madness

Seven to One

We help your Beauty & Fashion Brand become part of your clients routine. 

Ready to start converting better and to increase your customer repetition? 

Schedule a chat with me: https://calendly.com/nicolas-seventoone/introduction-call-seven-to-one-email-marketing

Partner - Lifecyle Marketer for Beauty & Fashion Brands

GrowthMentor

If you are an ecommerce, book a 30mn call with me to review your campaign strategy, your email marketing structure, and your website customer journey! I have done more than 200 sessions and collected more than 100 5 stars reviews, so I guess I'm not too bad! 

Just book it at https://app.growthmentor.com/mentors/nicolas-moulin

Ecommerce Mentor

pompeii

Paid Media & CRM Manager

Brava Fabrics

Managing  a 4 people team of content and performance marketing to increase online sales as well as a 7 figures marketing budget. 

- Increased online revenue by 300% 
- Launched the SEO project
- Went from working with 1 marketplace to 18. 
- Email Marketing performance and strategy. 
- CRO on a multi-store Shopify ecommerce. 
- Managed product promotion.

Online Growth Manager

In charge of a high 6 figures advertising budget. Strategy and Implementation of pure performance campaigns (Facebook, Google, Amazon and Pinterest Ads). Also assisted the transition from Prestashop to Shopify.

Performance Marketing Manager

Agora Partners

- Managing all Google Ads, Facebook Ads and Linkedin Ads of the agency and the clients
- Digital planning and strategy
- Portfolio of 25 clients 
- In charge of Business Development for the agency
- Prospecting, meeting with potential clients, budgets and planification.
- In charge of the new team members recruitment

Business and Webmarketing Manager

Teleperformance

In the Google Agency team: 

- Managed a portfolio of 60 premium Google Partners agencies
- Creation of trainings and product updates
- QBRs to better understand the needs and opportunities
- Identify key market opportunities for the agencies
- Industry data and presentations to help them prospect
- Creation of pitch material to help them gain new business
- 117% of my target after two quarters

Google Agency Development Manager

Adsmurai

Adsmurai is a technology company for social media ads management and optimization. 

- Key clients: Massimo Dutti and Puig
- International campaigns (over 40 countries)
- 220 campaigns launched per month
- 13x average ROI
- Working closely with Marketing Directors
- Digital Marketing Strategy
- Campaign creation and optimization
- Media Plans and reporting
- Managing tier 1 budgets
- Facebook, Instagram, Snapchat, Twitter, Pinterest, Youtube, Vkontakte
- Beta testing, A/B testing
- One of the first 5 companies in Spain to test Instagram Story Ads
- Bringing new ideas and solutions

Digital Account Manager

Hibox

Hibox is a super innovative collaboration tool, combining Internal Chat, Task Management, and Videoconference, so businesses can improve their internal communication and productivity. 

- In charge of France 
- Adwords Campaigns, Unbounce landing pange optimization
- Manage inbound leads
- Reach out to top 100 French companies
- Held meetings with Top Management of CAC 40 companies
- Sales and Account Management

Country Manager France

AdRoll, a division of NextRoll

Sales Executice EMEA:

- Market Investigation for Lead Generation based on Alexa Rank
- Manage French SMB market
- Contact and Qualify opportunities to get clients on board
- Negotiate and propose the best solution for their needs
- Account Management of existing client, develop sales and generate revenue 
- SalesForce, AdRoll tools, Google Plug-ins, Slack

Account Development Manager EMEA

Facebook

As a Advertising Specialist: 

- Contact customers to set up advertising campaigns
- Understand customers needs and strategy on Social Media
- Increase online awareness and sales
- Sell Facebook Advertising Package
- Build Customer relationship, consulting about business, best way to increase their sales

Advertising Specialist Facebook Ads

Email Marketer for Fashion Brands - Partner at Seven to One

Having someone to buy one item from you is great. 

But you know what's greater? 

Making your brand part of your clients routine so they come back again and again.

We all know the power of email marketing to turn visitors into clients, but at Seven to One we also care about making your one-time clients become returning clients. 

Your brand generates more than 50k€ a month? Let's talk: https://calendly.com/nicolas-seventoone/introduction-call-seven-to-one-email-marketing

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The Battle

Rory McLaughlan

Nicolas Moulin

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The Battle

Rory McLaughlan

Nicolas Moulin

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Rory McLaughlan's LinkedIn Performance

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