This brand broke the biggest rule of e-commerce—and made customers 3.5x more valuable

Huckberry’s investment in storytelling and community isn’t just a branding play—it’s driving measurable business results.

[Photo: Maggie Boyd for Fast Company]

BY Anna-Louise Jackson

When Huckberry launched its newsletter 15 years ago, the retailer included a section that defied the advice of ecommerce experts by including links to stories and content that its employees thought might be of interest to its outdoors-minded community.

“That is like rule No. 1: You do not link off of your site,” Ben O’Meara, Huckberry’s chief brand officer, said during a panel discussion........

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