A root and branch strategy, design and build for a digital E-commerce brand

The Client

The Client

Citrina was born in 2015 in the Algarve, as a result of a family project. Back in 1970, British couple Andrew and Lindsey Henley-Welch dreamed of creating a citrus tree farm somewhere hot and sunny. The couple moved to Portugal where their passion became a reality.


Word spread, and soon they were supplying citrus trees to farmers across Portugal. Then in the 1980s, Andrew and Lindsey branched out into ornamental plants and very soon became internationally recognised as ‘the’ European specialists in miniature or dwarf ornamental citrus plants.


Today, Citrina offers a unique range of miniature citrus plants over 30 years in the making. The company currently produces over 1.5 million citrus plants and markets its distinct brand across 32 EU and Eastern European countries.

The Challenge

The Challenge

Citrina approached us with a need of a new digital platform that could serve both their B2B and B2C customers. Instead of having two separate websites, the new solution should rather join them, generating leads from B2B commerce, and also being able to attract new B2C customers.

After developing a new digital platform integrating an online store, the second biggest challenge was to explore Citrina’s positioning, and increase brand and product awareness. This was done through an integrated Digital Marketing Strategy starting in 2016: Website UX and UI analysis and improvements of website’s pages and layout; Advertising Campaigns on Google Ads, FB & Instagram; Social Media Strategy with Content curation; Email Marketing Campaigns; Influencer Marketing; Design and SEO Optimization.

That was just the starting point of the strategy. Throughout the last 4 years of partnership we have continued to actively work on brand communication, as well as increasing Citrina’s online sales through automation and growth strategies.


Today we are proud to say that Citrina is so much more than a simple plant. Citrina is a piece of decorative and living art.


The Results


Increase in revenue and a 21% increase in products sold


Increase in total transactions


Increase in revenue from email marketing


Increase in website traffic


Citrina saw an increase of 44% of the return on their investment

Gained over 30,000 followers on social media, an increase of 352%

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