Ireland’s largest rug retailer Kukoon has reported a surge in website traffic and repeat purchasing from first time customers in the aftermath of its groundbreaking Oxfam Gaza Appeal.
Back in the summer Kukoon had pledged to donate 100% of its revenue from a full day’s trading which was expected to generate around £40,000 for the urgent appeal. But as the fundraiser went viral online sales surged to nearly £178,000 with Oxfam now urging other retailers to replicate the appeal.
In the period after the fundraiser Kukoon’s website traffic rose by more than 25%, while the momentum continued beyond the campaign itself, with repeat purchases from first-time customers during the appeal tracking 15–18% above the company’s usual average.
Customer sentiment has remained highly positive. Social media interactions and direct feedback increased by 20% after the campaign, with many shoppers expressing pride in supporting a brand that actively contributes to meaningful causes.
Kukoon
Kukoon founders, Paul Vallely and Clare Walsh believe the response demonstrates that contributing to important causes not only makes a difference but also strongly connects businesses with customers.
Paul Vallely said: “Our Oxfam Gaza Appeal was first and foremost about supporting those most in need, but what we’ve seen since has been remarkable.
“Before embarking on our Gaza fundraiser, we consulted widely with business experts who we respect as we knew there may be a reputational risk for the business.
“The response was mixed, with some believing it was too big a gamble. However, we decided we needed to be true to our values, and we simply couldn’t stand by when people were suffering.
“The response on the day was phenomenal but what has surprised us the most has been the continued goodwill and engagement from our customers. Initially we had been braced for a downturn as people perhaps altered their purchasing plans to coincide with the fundraiser, but the opposite has been true.
“It’s shown us that when businesses align with causes that matter, customers don’t just respond in the moment, they stay with you for the long term.”
Encouraged by the success of the August fundraiser, Kukoon continued its efforts with another day of fundraising on Thursday, October 30 in support of Concern’s clean water appeal, raising £12,000 with a special one-off Lean Tour.
Kukoon Rugs is a true success story. What began as a small family business selling rugs on eBay has grown into a thriving e-commerce brand, supported by its Newry and Belfast showrooms. The company was among the first rug retailers to sell on Amazon, making it one of the early pioneers of online rug retail. It now ships more than 8,000 rugs weekly to 60 countries.
