Oak & Row is a mid-size gifting and homeware company based in Manchester. Known for its minimalist styling and hand-finished ceramic collections, the brand had gained a solid online following and was beginning to scale its direct-to-consumer offering across the UK. Their product quality was never in question. But their packaging setup? That was an entirely different story. For nearly two years, Oak & Row had been using rigid magnetic boxes for their candle sets and mug collections. While these boxes looked elegant, they were expensive, heavy to ship, and prone to damage in transit due to the poor internal cushioning. As their order volumes increased, so did their packaging costs and the number of returns.
“Our boxes looked good on a shelf, but they weren’t built for movement. We were getting more damages, and the shipping fees were going through the roof,” said Sarah, Head of Ops at Oak & Row.

The Problem

By Q3 of 2023, Oak & Row saw a sharp increase in operating costs, with packaging contributing disproportionately. The key issues were:
  • Overbuilt Packaging: Their magnetic closure boxes were bulky and underfilled, causing higher dimensional weight charges
  • Inefficient Inserts: The foam inserts were outsourced separately, causing delays and inconsistent fitting
  • Wasted Spend: Nearly 16% of units were being returned due to breakage or poor unboxing experience
Sarah and her team needed a solution that would reduce spending, enhance protection, and maintain a premium unboxing experience.

Our Intervention For Betterment

After consulting with Aly Packaging’s advisory team, we recommended a complete shift in box structure from rigid magnetic boxes to a double-wall folding mailer with custom die-cut inserts.
The redesign would:
  • Eliminate excess packaging volume
  • Reduce per-unit shipping cost by 28%
  • Integrate snug-fit eco inserts to hold ceramic items securely
  • Use uncoated kraft board with spot debossing for a clean, luxury finish
  • Their branding would remain intact but with soy-based ink printing, eliminating their need for plastic lamination or stickers.
“The idea of switching away from magnetic closures felt risky at first,” Sarah admitted. “But the Aly team showed us samples that had much better aesthetical appeal and were very practical.”

Devising the Perfect Solution

We provided a prototype within 72 hours of receiving the final artwork. The box assembly was designed for easy hand-folding, which helped reduce fulfillment time by over 35%. With no magnets or glue, Oak & Row could now flat-pack and store boxes efficiently without risking warping. “Our goal was not just to make the packaging cheaper,” explained Sam, Senior Packaging Consultant at Aly. “We majorly emphasised smarter resource use to ensure less waste, better margins, and boosted impact.”

The Turnaround

After 60 days in the new packaging system, Oak & Row reported the following:
  • Packaging costs dropped by 41% across all SKUs
  • Shipping fees reduced by 28% due to lower dimensional weight
  • Returns dropped to under 4%, with significantly fewer breakage reports
  • Customer reviews improved, with 5-star mentions of “earthy,” “thoughtful,” and “gift-ready” presentation
“It felt like we gained control back,” said Sarah. “Now we have great margins, which have boosted our savings, and we are also reinvesting in areas that help us grow.”

Ready to Save Smarter?

Small changes in packaging structure and materials can unlock significant returns. Whether you’re scaling a homeware brand or starting from scratch, Aly Packaging can help you strike the perfect balance between impact and efficiency. 07462 212450 | sales@alypackaging.co.uk | www.alypackaging.co.uk