B2C Companies Using Optimizely in the UK: 88 Active Firms (2026)
B2C companies running web optimisation technology sell to consumers online, with adoption concentrated among UK firms managing measurable digital journeys.
Consumer brands use web experimentation platforms to change page layouts, copy, offers and audience treatments without rebuilding the core site each time. In this B2C setting, adoption usually signals a direct-channel business with enough traffic, ecommerce accountability and analytics discipline to make controlled tests worth the operational effort. The buying centre is normally ecommerce, digital product or growth marketing, with finance interested when optimisation is tied to conversion and retention. Engagements tend to be departmental systems rather than casual plug-ins, often needing tagging, consent, developer support and a clear owner for test governance.
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UK adoption is a small, measurable slice of B2C web optimisation: 88 actively trading companies are running this experimentation platform. They report 1,503 employees between them, pointing to a cohort weighted towards lean digital teams rather than very large operating groups. Within detected A/B testing usage across a sector denominator of 1,847, this stack sits fourth at 4.8%. Registered addresses skew towards London at 25.0%, followed by the South East at 17.0%, the East of England at 12.5%, the North West at 11.4% and the West Midlands at 9.1%.
Consumer-facing experimentation sits close to privacy, consent and customer-journey governance. B2C adopters tend to run it alongside tag-management, cloud hosting, bot-screening and content-delivery layers, so procurement is rarely just a marketing-tool decision. Legal, analytics, security and ecommerce teams usually need to agree how visitor identifiers, audience segments and test results are handled. Retail banking and insurance users face the added discipline of regulated customer communications, especially where personalisation affects eligibility, pricing or product presentation.
Adoption appears to be moving from standalone testing towards broader customer-experience stacks, with experimentation bundled into content, analytics and journey-orchestration budgets. That favours consumer-facing firms with in-house digital trading, analytics and engineering capacity, while smaller retailers may stay with lighter testing tools or agency-led setups. Migration pressure is likely to come from tracking limits, consent fatigue and the cost of maintaining overlapping web tags. The cohort therefore looks more like a selective maturity marker than a default choice for every consumer-facing site.
What’s in the file
One row per company, 50+ columns — everything below plus each company’s verified directors, from Companies House filings.
Company data
Verified directors — included
Adoption by company size
Adoption of Optimizely varies by company size across the trading UK B2C companies in this cohort. 0.1% of the 54,825 companies with under 10 employees run Optimizely (69 detected). 0.1% of the 26,843 companies with 10–50 employees run Optimizely (20 detected). 0% of the 3,060 companies with over 50 employees run Optimizely (1 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
88
Active firms
2026
4.8%
Of detected A/B Testing share
UK B2C
3
Median headcount
Filed accounts
168
Verified directors
Across this cohort
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Key facts
About 1% of the trading cohort reports turnover above £5M (1 of 88 firms) — the rest sits below that revenue band.
2% of the cohort was incorporated since 2022 (2 firms), so a sizeable share is in its first few filing cycles.
Within B2C companies with a detectable A/B testing system, the profiled system accounts for 4.8% (88) of the 1,847-company category; the largest alternative accounts for 70.7% (1,306).
London accounts for 25.0% (22) of the cohort, followed by the South East at 17.0% (15) and the East of England at 12.5% (11).
The wider stack skews towards measurement and web delivery, with 90.9% (80) also running a tag-management layer and 73.9% (65) running a web security or performance network.
Cloud infrastructure appears in the same estate for 51.1% (45) and 37.5% (33) of the cohort across separate cloud platforms.
Sector tags lean towards consumer-commerce: Fashion & Retail covers 27.3% (24), E-commerce 26.1% (23) and Retail Banking 14.8% (13), with tags allowed to overlap.
A/B testing market share among UK B2C
Share of the 1,847 UK B2C with a detectable system. As of June 2026.
What else do Optimizely-running B2C run?
Share of the 88 Optimizely-running UK companies where each technology was also detected. As of June 2026.
Where Optimizely B2C are, and how healthy they look
By region
By registered-office region; companies without a regional match count toward Rest of UK.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
3
Median headcount
£276.9K
Median UK turnover
1.1%
Above £5M turnover
2
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 275 companies, alongside financials and websites, in one Excel + CSV file.
Top UK B2C using Optimizely
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 3 filingsOperates retail businesses selling own‑brand food, clothing, homeware and beauty products through stores and online. Also provides banking and financial services and manages international retail and…
Serves consumers in the UK and internationally across grocery, clothing, home, beauty and financial services retail markets.
Financial Health
StableStable
Location
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Financial sub-scores
Computed from 5 filingsOperates retail and online businesses selling own‑brand food, clothing, homeware and beauty products, and provides banking and financial services. Manages international retail operations and supply…
Serves primarily B2C consumers in the UK and internationally, targeting shoppers across food retail, fashion, home and beauty, plus personal banking and services customers.
Financial Health
DistressedDistressed · 0% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsOperates retail businesses selling own-brand food, clothing, homeware and beauty products through stores and online. Also provides financial services and international retail operations, and…
Serves retail consumers and households in the UK and internationally, including grocery shoppers, clothing and homeware buyers, beauty customers and users of retail banking services.
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 5 filingsOperates retail stores and an e‑commerce platform selling clothing for women, men and children, along with homeware, beauty products, gifts, and food and drink. Also offers online ordering with…
Serves consumers and households shopping online or in stores for fashion, lingerie, childrenswear, homeware, beauty, food, flowers and gifts, including women, men, parents and loyalty customers.
Financial Health
StrongStrong · Growing, Hiring · 32% CAGR over 4y
Location
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Financial sub-scores
Computed from 2 filingsProvides own‑brand food, clothing, homeware and beauty products through retail stores and online platforms, and offers financial services including banking, credit and insurance via its bank and…
Serves consumers in the UK and internationally shopping for own-brand food, fashion, home and beauty products, alongside retail banking and services customers.
Financial Health
HealthyHealthy · -12% CAGR over 1y
Location
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Financial sub-scores
Computed from 5 filingsOperates a retail business selling own‑brand food, clothing, homeware and beauty products through stores and online channels. Also provides banking and financial services, and runs international…
Serves retail consumers buying own-brand food, clothing, homeware, beauty and financial services, mainly in the UK with international customers also addressed.
Financial Health
HealthyHealthy
Location
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Financial sub-scores
Computed from 5 filingsOperates a retail chain and e‑commerce platform selling clothing, footwear, lingerie, beauty products, homeware, gifts, and packaged food and drink, alongside seasonal items such as flowers, hampers,…
Serves individual consumers and households shopping for clothing, lingerie, childrenswear, homeware, beauty, food, drink, flowers and gifts, with online account holders and store shoppers as key…
Financial Health
StableStable · -44% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsOperates retail and online sales of clothing, footwear, lingerie, beauty products, homeware, gifts, and food and drink. Offers product ranges for women, men, and children, with ordering options…
Serves B2C shoppers, including women, men, parents and gift buyers, seeking fashion, lingerie, childrenswear, home, beauty, food and drink through online ordering, delivery, collection and stores.
Financial Health
WeakWeak
Location
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Operates retail stores and online platforms selling own‑brand food, clothing, homeware and beauty products. Also provides financial services including banking, credit and insurance through associated…
Sells primarily to consumers in the UK and internationally, including retail shoppers and customers of food, fashion, home, beauty, banking and related services.
Location
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Operates retail businesses selling own‑brand food, clothing, home and beauty products through stores and online channels, and provides related financial services including banking, credit and payment…
Serves retail consumers in the UK and internationally, including shoppers for food, clothing, home and beauty products, plus customers using banking and related services.
Location
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Operates retail businesses selling own‑brand food, clothing, homeware and beauty products through stores and online, and provides related services including banking and financial products alongside…
Serves retail consumers and households in the UK and internationally, including shoppers for food, clothing, home and beauty, and users of related banking and services.
Location
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Operates retail businesses selling own‑brand food, clothing, homeware and beauty products through stores and online channels, and provides financial services including credit cards, loans and…
Serves retail consumers in the UK and internationally, including food shoppers, clothing, home and beauty customers, and users of related banking and services products.
Location
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Financial sub-scores
Computed from 2 filingsOperates an online price comparison platform for holidays. Aggregates offers from multiple travel companies, allowing users to search and compare package holidays, flights, and hotel deals by…
Targets UK consumers planning leisure travel, including families, couples and individuals seeking package holidays, all-inclusive breaks, city trips, cruises and last-minute deals from UK airports.
Financial Health
DistressedDistressed · -33% CAGR over 1y
Location
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Operates retail businesses selling own‑brand clothing, homeware, beauty products and food through stores and online. Also provides financial services including banking, credit and insurance, and…
Serves retail consumers in the UK and internationally, including shoppers of own-label food, clothing, home and beauty ranges, plus customers using retail banking and related services.
Location
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Operates an online retail platform selling sports footwear, clothing and equipment. Offers trainers, sports fashion, teamwear, outdoor gear and accessories for men, women and children from multiple…
Sells to consumer shoppers, including men, women and families buying for children, seeking sportswear, trainers, team sports gear, outdoor and fitness products, apparel, accessories and gift cards…
Location
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Operates an online retail platform selling sportswear, trainers, and sporting goods for men, women, and children. Offers branded athletic clothing, footwear, and accessories, along with equipment for…
Serves individual consumers and families shopping for men’s, women’s and kids’ sportswear, sneakers and sports accessories through international ecommerce sites.
Location
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Financial sub-scores
Computed from 5 filingsOperates retail businesses selling own‑brand food, clothing, homeware and beauty products through stores and online channels. Also provides financial products and services, and runs international…
Sells primarily to retail consumers seeking food, clothing, homewares, beauty and banking services, mainly in the UK and through international operations; addresses both online shoppers and store…
Financial Health
WeakWeak · 0% CAGR over 4y
Location
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Operates an online retail platform selling sportswear, trainers and sporting goods for men, women and children. Offers clothing, footwear and accessories for activities such as football, running,…
Sells to consumers shopping for sportswear, trainers, sporting goods and accessories, targeting men, women and children. Serves individual retail customers across multiple international markets…
Location
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Financial sub-scores
Computed from 4 filingsOperates retail and online sales of sportswear, footwear, and sporting goods, including trainers, athletic clothing, accessories, and equipment for sports such as football, running, rugby, and…
Sells to B2C shoppers buying sports footwear, apparel, equipment and accessories for men, women and children, including participants and fans of football, running, rugby, training and outdoor…
Financial Health
StableStable
Location
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Operates an e‑commerce retail platform selling sportswear, trainers and sporting goods. Offers clothing, footwear and accessories for men, women and children from major sports brands, including…
Serves B2C online shoppers—men, women and children, plus sports fans, athletes and casual fitness customers—buying branded sports fashion, footwear and accessories through country-specific ecommerce…
Location
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Financial sub-scores
Computed from 5 filingsOperates an online retail platform selling sportswear, trainers, sporting goods and accessories for men, women and children. Offers products from multiple sports brands including footwear, apparel…
Sells direct to consumers shopping online for sportswear, sneakers, sporting goods and accessories, with ranges for men, women and children across sports, fitness, outdoor and casual fashion…
Financial Health
StableStable
Location
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Financial sub-scores
Computed from 2 filingsOperates an e-commerce retail platform selling sportswear, trainers and sporting goods. Offers branded clothing, footwear and accessories for men, women and children, including football boots,…
Serves B2C online shoppers, including men, women and children, buying sports fashion, footwear, apparel, accessories and sporting goods from major brands across multiple country sites.
Financial Health
StrongStrong · Hiring · 74% CAGR over 1y
Location
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Financial sub-scores
Computed from 4 filingsOperates an online retail store selling homeware, garden products, clothing, electricals, toys, gifts, beauty items and sports goods. Also offers personalised products and consumer credit payment…
Sells to UK consumers and families shopping online for homeware, garden items, clothing, toys, gifts, beauty, tech and appliances, including customers seeking personalised products and flexible…
Financial Health
StableStable · Hiring · 5% CAGR over 3y
Location
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Provides car and home insurance policies, including multicar and telematics-based cover. Offers optional add-ons such as breakdown cover, legal expenses, hire car and excess protection, with online…
Sells to UK consumers seeking personal car, multicar and home insurance, including existing policyholders buying additional cover and households insuring multiple vehicles or property.
Location
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Operates an online and in‑store retail business selling arts and crafts supplies, including materials for knitting, sewing, papercraft, baking, model making, jewellery making, and other hobby and DIY…
Serves UK consumers including hobby crafters, artists, knitters, sewists, papercraft makers, bakers, party planners, families seeking kids’ crafts, and adults buying model-making or creative hobby…
Location
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Operates an online retail platform selling sportswear, trainers, sporting goods and accessories for men, women and children, including football boots, running shoes, athletic clothing, and branded…
Sells to B2C shoppers, including men, women and children, buying sports footwear, apparel, accessories and sports fashion from major brands through online retail channels.
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Financial sub-scores
Computed from 2 filingsOperates an online retail platform selling sports footwear, clothing and sporting goods. Offers trainers, sports apparel, equipment and accessories for men, women and children from major brands,…
Serves B2C online shoppers buying sportswear, trainers, sporting goods and accessories, including men, women, children, sports participants, fans and casual apparel buyers across country-specific…
Financial Health
StableStable
Location
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Operates an online retail platform selling sportswear, footwear, and sporting goods. Offers branded trainers, clothing, and accessories for men, women, and children, including equipment and apparel…
Sells to consumers shopping online for sports footwear, apparel, accessories and sporting goods, including men, women, children, sports participants and fans.
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Retailer of arts and crafts supplies through an e‑commerce store and retail outlets. Sells materials and kits for knitting, sewing, papercraft, baking, model making, jewellery making, painting and…
Serves UK consumers, including hobbyists, artists, crafters, knitters, sewists, bakers, parents shopping for children’s activities, and people planning weddings, parties and seasonal occasions.
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Operates an online retail platform selling sportswear, trainers and sporting goods for men, women and children, including football, running, training and outdoor equipment, along with apparel and…
Sells to consumers, including men, women and children, shopping for sportswear, trainers, sporting goods and accessories. Targets general retail customers across multiple sports and outdoor…
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Operates retail stores and an e‑commerce platform selling sports clothing, footwear and equipment. Offers products including trainers, football boots, running gear, outdoor apparel and accessories…
Serves UK consumers and families, including men, women and children, interested in sports, fitness and leisure categories such as football, running, training, outdoor activities and branded athletic…
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Operates an online retail platform selling sportswear, trainers, and sporting goods for men, women, and children. Offers branded apparel, footwear, and equipment for activities including football,…
Sells primarily to consumers, including men, women and children shopping for sports, fitness and casualwear products, with separate country sites for shoppers across the UK, US, Europe and other…
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Financial sub-scores
Computed from 4 filingsOperates an online retail platform selling sportswear, footwear, and sporting goods. Offers trainers, clothing, and accessories for men, women, and children, alongside equipment for sports such as…
Sells directly to consumers, especially men, women and kids buying branded sportswear, trainers, sporting goods and accessories. Targets individual shoppers across multiple international markets…
Financial Health
StableStable
Location
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Operates online retail of sportswear, trainers, sporting goods and accessories from major brands, including clothing for men, women and children, and equipment for activities such as football,…
Sells to individual consumers shopping online for sportswear, trainers, sporting goods and casual apparel, with separate ranges for men, women and children across multiple country sites.
Location
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Financial sub-scores
Computed from 5 filingsOperates guided holiday tours and travel packages in multiple countries, arranging itineraries, accommodation, transport, and local experiences. Sells escorted vacations, family trips, cruises, and…
Serves consumers planning guided vacations, including families, couples, solo travellers, single parents and travel groups of 9+, with additional channels for travel agents.
Financial Health
HealthyHealthy · Hiring · 9% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides travel insurance policies for individuals and families, including single-trip, annual, cruise, ski and long‑stay cover. Offers policies covering pre‑existing medical conditions, emergency…
Serves UK consumers planning overseas travel, especially over-50s and seniors, people with pre-existing medical conditions, and travellers in families, groups, cruises, winter sports or expatriate…
Financial Health
HealthyHealthy · -5% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsDesigns and sells skateboarding‑inspired footwear, clothing and accessories, including skate shoes, trainers, snowboard boots, backpacks, hats and apparel for men, women and children through retail…
Sells directly to consumers, especially men, women and children buying skate-inspired footwear, apparel and accessories. Targets skateboarding, snowboarding, BMX and surf audiences, plus parents…
Financial Health
StableStable · Hiring · 15% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsDesigns and sells women’s clothing, footwear and accessories through an online retail platform. Product ranges include dresses, knitwear, denim, loungewear, shoes and items such as bags, scarves,…
Serves consumer shoppers, primarily women, buying casual fashion, footwear, accessories, gifts and lifestyle items online, including denim, knitwear, loungewear, workwear and seasonal collections.
Financial Health
HealthyHealthy · Hiring · 8% CAGR over 3y
Location
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Financial sub-scores
Computed from 5 filingsDesigns, manufactures and retails luxury leather goods and fashion accessories, including handbags, wallets, luggage and travel items, alongside womenswear, jewellery and related accessories through…
Sells to consumers seeking luxury fashion and leather goods, including women’s and men’s shoppers, gift buyers, travellers, and customers interested in pre-owned designer bags.
Financial Health
WeakWeak · Hiring · 6% CAGR over 4y
Location
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Provides an online investment platform enabling individuals to buy, sell and hold shares, funds, ETFs, bonds and investment trusts. Offers accounts including Stocks and Shares ISAs, SIPPs, trading…
Serves UK retail investors, pension savers and ISA holders, including beginners, self-directed share/fund investors, retirees managing drawdown, self-employed SIPP customers and some businesses using…
Location
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Designs and retails women's clothing, footwear and accessories through an online store. Product range includes dresses, knitwear, denim, loungewear, jackets, shoes, bags, jewellery and seasonal…
Serves consumer shoppers, primarily women, buying casual clothing, denim, knitwear, shoes, accessories, nightwear and lifestyle gifts through an ecommerce fashion site.
Financial Health
N/AN/A
Location
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Financial sub-scores
Computed from 5 filingsRetailer of household furniture through physical stores and an e‑commerce website, selling sofas, armchairs, dining tables, chairs, beds, bedroom storage and lighting, along with home accessories and…
Sells to UK consumers and households furnishing living rooms, bedrooms, dining rooms and kitchens, through nationwide stores and online retail.
Financial Health
WeakWeak · -5% CAGR over 4y
Location
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Operates an online retail platform selling sportswear, trainers, sporting goods and accessories for men, women and children. Offers branded football, running and outdoor equipment, athletic apparel,…
Serves retail consumers shopping online for sportswear, sneakers, sporting goods and accessories, with ranges for men, women and children, including team sports, running, training, outdoor and rugby…
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Designs and sells luxury leather goods and fashion accessories, including handbags, wallets, luggage and small leather items, alongside clothing, jewellery, scarves and travel accessories through…
Sells directly to consumers seeking luxury fashion and leather goods, including women and men buying bags, accessories, womenswear, travel items and gifts through its online store.
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Financial sub-scores
Computed from 3 filingsOperates an e‑commerce retail platform selling sportswear, trainers, sporting goods and accessories for men, women and children. Offers branded products including football boots, running shoes,…
Sells to B2C consumers shopping for sports and casual fashion, with ranges aimed at men, women and children across online country sites.
Financial Health
StableStable
Location
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Retailer of arts, crafts and hobby supplies through an e‑commerce site and physical stores. Sells materials and tools for knitting, sewing, papercraft, baking, model making, jewellery making and…
Sells primarily to UK consumers, including hobby crafters, artists, knitters, sewers, bakers, model makers, parents buying kids’ activities, and people planning weddings, parties and seasonal…
Location
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Financial sub-scores
Computed from 5 filingsRetailer of household furniture and home furnishings, selling sofas, armchairs, dining sets, beds, storage units and lighting. Offers products from multiple brands through physical stores and an…
Serves UK consumers and households shopping for home furniture across lounge, bedroom, dining room and kitchen categories, through both physical stores and online retail.
Financial Health
StableStable
Location
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Financial sub-scores
Computed from 5 filingsOperates an online retail store selling designer clothing, footwear and accessories from brands such as Stone Island, Nike, Moncler and Palm Angels, including sneakers, outerwear and apparel, with…
Sells to consumers shopping for premium streetwear, designer clothing, sneakers, footwear and accessories from brands such as Stone Island, Nike, adidas, Moncler and C.P. Company.
Financial Health
HealthyHealthy · -26% CAGR over 4y
Location
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Operates hotels and resorts offering accommodation, residence rentals, restaurants and bars, spa facilities, and venues for meetings, events and weddings. Also provides private jet and yacht travel…
Serves affluent leisure and business travellers worldwide, plus couples planning weddings, corporate meeting and event planners, diners, and buyers or renters of branded residences, villas, private…
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How Optimizely usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling. B2C companies are identified using Firmbase's semantic classification of company activity, built from filings, websites and registered SIC codes rather than SIC codes alone. The detected counts and share figures on this page are computed within that sector cohort, so "share" always means share of B2C companies with a detectable system — not of all UK companies.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
Optimizely is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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Frequently asked questions
How many UK B2C companies use Optimizely?
What share of UK B2C companies run Optimizely?
How is Optimizely usage detected?
What size B2C companies use Optimizely in the UK?
What do Optimizely-running B2C companies also run?
Can I get contact details for these companies?
Buy all 275 companies as a spreadsheet.
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