How Silk Laundry Uses Try Before You Buy to Redefine Online Luxury Shopping
Silk Laundry has become synonymous with timeless style and refined minimalism. Founded in Australia, the brand built its reputation on elevated silk staples, slip dresses, tailored separates, and refined essentials that embody both effortlessness and longevity. With a loyal following across the globe, Silk Laundry is known for more than its pieces. It’s known for its experience.
Stepping into a Silk Laundry boutique is an immersion into quiet luxury: attentive staff, thoughtful design, and a curated atmosphere that feels as considered as the clothing itself. The challenge was ensuring that same premium experience translated seamlessly into the digital space.
The Shift to Try Before You Buy
For Silk Laundry, e-commerce wasn’t just a sales channel; it was an extension of the brand. Customers shopping online expect the same elevated treatment as they would in-store. But fashion e-commerce is fraught with friction: hesitation around sizing, uncertainty about fit, and the risk of making the wrong decision.
That’s why Silk Laundry embraced Try with Mirra’s Try Before You Buy (TBYB) model. But they didn’t just adopt it, they made it their own. Under the bespoke name “Try at Home Concierge Service,” Silk Laundry positioned TBYB as a natural extension of their brand promise: luxury that meets customers where they are, on their terms.
Making It Their Own
The beauty of TBYB lies in its flexibility, and Silk Laundry leaned into that. Their “concierge service” reflects the language of personal attention and exclusivity, ensuring the offering feels like a premium brand experience rather than a transactional add-on.
For customers, the message was clear: enjoy the same level of confidence and care shopping online as you would stepping into one of their boutiques. This alignment between in-store and online was critical for a clientele that values consistency and high-touch experiences.
Results That Speak Volumes
By weaving TBYB into their digital journey, Silk Laundry unlocked measurable results and saw 71% of Try Before You Buy customers were first-time shoppers, and a 55% increase in AOV for completed Try orders:
- Stronger first-time customer adoption – shoppers new to the brand felt comfortable exploring styles risk-free, driving higher conversion.
- Higher AOV (average order value) – customers bundled more items per order, confident they could try them at home.
- Faster purchase decisions – with a set trial period, customers completed their orders quickly, improving cashflow cycles.
- Returns reframed as insights – size and style returns provided actionable data, helping refine assortment and fit without compromising customer trust.
Premium Experience, Elevated Growth
Silk Laundry’s success with TBYB demonstrates what’s possible when luxury brands embrace innovation without compromising identity. By reframing returns not as a liability but as part of a premium experience, they built deeper trust with their audience while unlocking stronger unit economics.
For Silk Laundry, Try at Home Concierge Service isn’t just a feature; it’s a reflection of who they are: a brand that values confidence, care, and timeless quality at every touchpoint.
Want to see how other premium brands are using TBYB to elevate their e-commerce experience? Explore our Case Studies to discover real success stories
