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.
Enter Swap Commerce.
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.
Brand Overview
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.
“We’re not a unicorn. We’ve grown slowly, intentionally. That means every operational choice matters.”
Mike Barnett
Co-founder @ KITRI
The Challenge
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
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 Impact
The results were immediate. One dress style with strong gross sales but high customer attrition —the “Claire”—was returning at a 70% rate. With Swap, KITRI discovered why, made targeted adjustments, and brought the return rate down to 38%.
“It felt like infinite churn. Swap gave us the clarity we needed to fix it.”
Mike, Director
KITRI Studio
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.
