Matthew Hobson, former Digital Trading Manager at Frasers Group, has co-founded Oneiro Digital, a specialist digital analytics and e-commerce consultancy designed to give growing fashion and retail brands access to the same data-driven capabilities that power the UK's largest retail groups.
Hobson spent nearly four years at Frasers Group, where he managed the international side of Sports Direct's online operation, led digital analytics, and played a central role in implementing the customer data platform that today underpins the group's loyalty programme across its portfolio of brands. He was also named a Frasers Champion, an internal recognition awarded to individuals who deliver exceptional performance for the group.
He went on to lead digital analytics initiatives at Belstaff, the heritage British luxury brand, before co-founding Oneiro Digital alongside Keeley Shaw.
The agency, based in Nottinghamshire, works with fashion, retail, and e-commerce brands across the UK, UAE, and United States. Its services span digital analytics, performance marketing, conversion rate optimisation, marketing mix modelling, and e-commerce development, a breadth of capability that Hobson says is typically only available to brands with enterprise-scale budgets.
“I've worked on the shop floor at boutique independents and I've installed the groundwork for a customer data platform holding millions of data points about customer shopping habits,” said Hobson. “A few years ago, fashion and tech were chalk and cheese. Now they're deeply rooted together, and e-commerce has changed beyond recognition in the past decade. Setting those foundations for brands and watching your hard work get rolled out is what drives me.”
The decision to launch a boutique consultancy rather than join a larger agency was deliberate. Hobson and Shaw identified a gap in the market where mid-market fashion and e-commerce brands were being underserved — too large for basic freelancer support, but not large enough to attract serious attention from big agencies or afford full in-house teams.
“We built Oneiro Digital to be the agency I wished existed when I was on the brand side,” Hobson added. “Brands in the fashion and retail space deserve the same strategic rigour and technical depth that the enterprise players get, without the overhead or the ruaround.”
Oneiro Digital currently works across sectors including fashion, fragrance, food and drink, and direct-to-consumer retail, with clients ranging from scaling independents to established mid-market brands.
Shaw, who co-founded the agency alongside Hobson, brings additional expertise across the consultancy's commercial and operational functions.