Ed Hardy: A bold brand resurgence powered by agile fulfillment

Ed Hardy is back - and it’s not playing small. Once an early 2000s fashion icon, the brand has returned to the spotlight with big ambitions to reclaim its streetwear crown across the UK and Europe. But with a post-Brexit landscape making logistics more complicated than ever, Ed Hardy needed a fulfillment partner that could help it scale fast and smart. 

Enter fulfilmentcrowd. 

Rebuilding a legacy for today’s customer 

With heritage sales once peaking at $700m, the Ed Hardy brand already had something most don’t - global recognition and a loyal audience. The mission? Rebuild that legacy, but make it relevant for a new generation of fashion fans. 

The team set out to: 

• Reintroduce the brand across the UK and EU 

• Launch new product ranges targeting two core audiences: Gen Z streetwear enthusiasts and millennial fans from the brand’s first wave 

• Build visibility through major fashion events and brand collabs 

To get there, Ed Hardy needed a multichannel fulfillment solution that could keep up with a fast-moving strategy - and crucially, navigate post-Brexit challenges across borders. 

The Brexit barrier 

As with many UK-based brands, Brexit posed some major operational roadblocks. Germany and the Netherlands had been identified as key markets, but shipping into the EU from the UK came with increased customs costs, delays, and paperwork. 

To stay competitive and deliver the experience their customers expected, Ed Hardy had to rethink how it reached its European audience. 

A smarter route to global growth 

That’s where our partnership came in. Together, we built a fulfillment solution that could scale with the brand and adapt fast. 

✅ Dual-site strategy: 
We launched Ed Hardy from our Bocholt facility in Germany, alongside a new home at our Magna site in the UK. This gave them a truly local presence in both territories, slashing shipping times, reducing costs, and sidestepping customs disruption. 

✅ Later cut-offs, more carriers: 
In the UK, the move to Magna gave Ed Hardy a 6pm cut-off time (vs 3pm previously), plus access to more delivery options like Evri. As volumes continue to rise, the brand is now working towards a 10pm cut-off. 

✅ Serious performance: 

• EU SLA: 99.7% 

• UK SLA: 98.2% (rising to 99.4% in 2024) 

• Combined SLA: 99.6% across the past 15 months 

✅ Big growth, fast: 
Since 2021, Ed Hardy’s annual order volumes have grown more than 10x - from 2.9k to 30.7k in 2024. Total orders now stand at over 76k, with 22% of those shipped from the EU. 

✅ Future-ready tech: 
We’re also finalising Tradebyte integration to help the team grow marketplace sales, and planning a migration to our own Delivery Assured platform to streamline returns. 

What’s next? 

With eyes now on Poland, Croatia and even Dubai, Ed Hardy is ready to take things even further - and we’re proud to be along for the ride. 

Ed Hardy’s resurgence has opened the door for other challenger brands in the group, with the team now also supporting its sister brand: 

• AGAME, a bold activewear label, has scaled across the UK, EU, and US. 

• And1EU, launched in April 2025 and is already on track to outpace Ed Hardy in European growth. We got them live in under two weeks from stock arrival. 

Whether it’s a legacy name re-entering the market or a startup looking to scale fast, we’re here to make it happen - with tech, talent and tenacity.