REFASH: Crafting a new strategic partnerships blueprint
The problem
REFASH, Singapore’s largest thrift store and part of the Carousell Group, had strong inbound interest from potential collaborators — but no internal resource or structure to manage partnerships. With a marketing team that was already stretched thin across performance, retail, and brand functions, their partnerships SOP was underdeveloped. They needed a team to step in, build a programme from scratch, and secure real results.
What we did
OtterHalf operated as REFASH’s fractional partnerships team for a 3-month engagement.
Our mandate was simple: secure 2 meaningful partnerships. But we went further — integrating directly with REFASH’s team, developing a full-scale programme, and delivering above expectations. Here’s everything we did:
Embedded as REFASH’s fractional partnerships team: For 3 months, we worked side-by-side with REFASH’s internal team to lead the partnership function end-to-end, from strategy to execution.
Built the Repurposed by REFASH programme: We created a branded programme to position REFASH as a collaboration-ready brand. This included decks, timelines, co-marketing plans, and compelling partner value propositions.
Developed a full Partnership Playbook: To ensure the programme was sustainable beyond our engagement, we built a comprehensive SOP, which included:
Lead sourcing and outreach messaging
Partner onboarding processes
Revenue sharing and compensation models
Success metrics and reporting
A detailed explainer deck: the why, what, and how of the programme
Secured 3 brand partnerships (vs. 2 targeted): Through a clear process and consistent outreach, we closed 3 strategic partnerships — delivering over $37,000 in cost savings, not including the media value and market exposure gained.
The impact
In just 3 months, OtterHalf helped REFASH:
Close 3 strategic partnerships (exceeding our target of 2)
Save over $37,000 in marketing and partnership value
Launch a repeatable branded programme, Repurposed by REFASH, to streamline partner collaboration
“OtterHalf came in and immediately brought structure and clarity to a part of our marketing we didn’t have time to focus on. The playbook they built has become a go-to resource for the team, and the partnerships we’ve secured have had a real business impact.”
