House of Bruar unifies studio, marketing, and e-comm creative on Globaledit

the situation

For three decades, House of Bruar has been one of Scotland’s most beloved retailers, a Perthshire institution known for its premium cashmere and lifestyle apparel offerings. Behind that heritage is a business moving quickly with an expanding online presence, a studio that shoots over 700 products a week during peak season, and a growing set of teams spanning creative, e-comm, post production, design, and marketing.

House of Bruar lacked a platform that was modern and holistic enough to match that pace and volume. Assets lived on servers while teams coordinated over Google Chat, email, and physical post-it notes without a shared view of what had been shot, retouched, approved, or published. The asset quantity alone that the House of Bruar team was dealing with was staggering: 40,000 e-comm assets a year, with mail-order catalog, brand creative, event imagery, and additional marketing and event content on top of that. More critically, House of Bruar’s creative-adjacent teams don’t operate in silos; the studio, post production, marketing, and e-comm teams are constantly intersecting across tasks and projects, all with a stake in the speed, quality, and ease of its content production workflow.

Graham Reid, Deputy Head of E-commerce, set out to build a central repository to serve as both a source of truth for imagery and a live operating layer that every team could work from. Here’s how he did it.

the solution

An intuitive platform for every team

Eight of House of Bruar’s teams and functions touch Globaledit today: photography, studio post production, e-comm, graphic design, copywriting, email and lifecycle, creative, and social media. Globaledit’s intuitive, visual-first library made that centralization possible. “It’s clear Globaledit was designed by established creatives who’ve spent a long time in this space,” says Graham. He noted that Globaledit’s interface was as intuitive for longtime Adobe Bridge users as for those with less familiarity with technical software. This accessibility made him confident that onboarding eight functions onto the same platform—and ensuring it’d actually be used—would be successful.

“Globaledit stood out to us because it’s built to truly handle both studio e-commerce operations and marketing end-use workflows.”
Graham Reid
Deputy Head of E-commerce, House of Bruar

Globaledit’s custom metadata schemas extended that usability into the specifics of House of Bruar’s product catalog. Product information from their PIM flows into Globaledit as metadata, so assets carry context like SKU, colorway, and status from the moment they arrive. With 25,000 active colorways across apparel, food, and accessories, that metadata layer makes the library searchable and actionable at scale across teams and use cases, be it a retouching round or a site optimization.

A shoot-to-publish workflow with no manual handoffs

House of Bruar’s production process runs through Globaledit from first capture to final web check. Photographers shoot into Lightroom, where metadata is added at the point of capture. Images flow into Globaledit automatically via Globaledit Sync with an initial status that triggers the first stage of the workflow.

From there, the Head of Photography runs a QC pass, confirming all required shots are present and up to spec before approving assets into the retouching queue. Retouching splits based on complexity—some work stays internal, some routes to external retouchers—and cycles through edit & approval rounds until assets are cleared. The web team picks up from there, running final checks on copy, pricing, and imagery before launching the products on site.

The House of Bruar team also built a CRO feedback loop into the live site itself. If a product underperforms, the web team can flag it directly in Globaledit by adding a comment and routing it back up the internal retouching chain for visual edits and optimizations. The status history preserves the entire revision trail, so retouchers can see exactly what’s been done and why an asset has come back.

Every stage of that handoff is managed through Globaledit’s labels and Smart Collections. Some collections filter by metadata, others by status. Either way, each team sees only the assets that are ready for them, like an inbox of actionable work rather than a library to navigate. When a status changes, the next team’s collection updates automatically. No one needs to send a message, follow up on an email, or check a separate project management tracker to know something is ready for them.

Visibility and accountability across every function

Before Globaledit, House of Bruar had no reliable way to know where an asset stood in the production process at any given time. Now, any team member can see exactly where any SKU stands in real time: whether it’s in photography QC, with retouchers, cleared for web, or already live on site. In-platform comments also replaced the email threads and chat messages that previously served as House of Bruar’s feedback trail. Every note, revision request, and approval decision is stamped directly to the asset so it’s visible to anyone who needs it, in context.

looking forward

Just a few months into using Globaledit, the House of Bruar team is already managing more than 30,000 assets on the platform. Now, the team is exploring bringing its merchandising team on board. With product information from the PIM backend feeding into Globaledit as metadata, merchandisers can track the status of SKUs alongside the creative teams producing them. The team is also looking to build out its archive on Globaledit by bringing a vast collection of legacy catalog and brand imagery into the same repository as its modern assets.

House of Bruar has already invested in generative AI tools for e-commerce imagery production and is continuing to explore more opportunities to integrate advanced AI capabilities into their Globaledit-native workflow. With a catalog of nearly 30,000 individual SKUs and an asset library that grows by tens of thousands of files each year, surfacing and organizing assets through intelligent conversational search is a natural next step.

“In the current market where everything’s shifting, working with a company that has already shown us how quickly they can adapt and update the platform is key.”
Graham Reid
Deputy Head of E-commerce, House of Bruar

What started as a decision to professionalize the studio has become the operating layer for House of Bruar’s entire content operation. As the business grows, Globaledit is primed to grow with it.