As one of the UK’s most beloved independent womenswear labels, KITRI is redefining modern fashion with a thoughtful, digitally native offering. What’s just as carefully curated is the tech tools streamlining everything.
Since launching in 2017, KITRI has become one of the UK’s most beloved independent womenswear labels, known for its elevated essentials, creative integrity, and direct-to-consumer (DTC) community. But running a lean, founder-led fashion brand comes with its own challenges—especially when operational visibility, efficiency, and customer experience matter more than ever.
Wardrobe Staples—and Tech Tools—Built to Last
As a go-to for wardrobing essentials, the average order value at Studio Nicholson is between £400–£500, so the experience needed to match the products being sold. Everyday, accessible luxury pieces need to arrive in the same condition—and manner—that they’re represented in. The way to maintain premium service expectations with lean internal resources? A seamless, personalized, and trustworthy tech tool to meet all needs.
Enter Swap Commerce—the unified commerce platform Studio Nicholson now uses to simplify post-purchase operations, elevate returns, and build operational confidence for a global customer base.
When KITRI needed to streamline manual returns and regain clarity across operations, Swap delivered more than software. It delivered visibility, flexibility, and confidence in the daily flow of operations—without disrupting the balance of a small but mighty team.
“We’re not a unicorn. We’ve grown slowly, intentionally. That means every operational choice matters.”
Mike Barnett
Co-founder @ KITRI
Brand overview
KITRI
Founded by Haeni Kim, KITRI was born out of a desire to offer beautiful, thoughtfully made clothing at an accessible price point—pieces that women truly want to wear every day. From early wholesale partnerships to pulling back for full control over the DTC experience, the brand has remained agile, self-funded, and laser-focused on quality over hype.
But behind the creativity is a business operation that needs to scale smart—not fast. Co-founder Mike Barnett, with a background in finance and operations, joined Haeni from day one to help balance ambition with sustainability.
The Challenge
Scaling a Premium Experience Without Scaling Overhead
KITRI’s early DTC success meant a growing customer base—but also a growing number of manual processes. Returns were tracked using spreadsheets and paper, style-level insights were anecdotal at best, and exchanges simply weren’t supported within Shopify.
“We had interns buried in stacks of paper. Our returns system just wasn’t sustainable.”
Mike Barnett
Co-founder @ KITRI
The team needed a tool that could:
- Replace manual returns with automation
- Support exchanges (not just refunds)
- Surface product-level data to inform design and inventory
- Integrate easily with warehouses and existing systems
- Avoid surprise fees or development delays
The solution
Enter Swap
KITRI chose Swap Commerce in 2021 after evaluating other platforms like ZigZag. What stood out? A clear pricing model, deep flexibility, and a partnership approach.
“What I really liked about Swap was your willingness to work with any other bit of tech we were using at the time.”
Mike Barnett
Co-founder @ KITRI
Swap’s platform helped KITRI:
- Enable exchanges natively, solving a major DTC friction point
- Integrate with warehouse systems immediately—no extra fees
- Automate return data collection, reducing internal strain
- Surface style-specific return trends, leading to product improvements
The Results
Operational Wins
Beyond one product, KITRI now uses Swap’s data to inform design decisions, plan inventory smarter, and reduce the day-to-day chaos that often comes with running a hands-on fashion label.
KITRI and its loyal customer base are scaling like a classic. By using Swap to power the everyday infrastructure behind their slow-fashion mission, they’ve created a brand that’s as strong behind the scenes as it is on Instagram. All in all, KITRI proves that operational clarity is the ultimate luxury.
