The challenge

Lumen & Co. had 300 stores, a fast-growing but unprofitable online business and no shared view of how the two should work together. Margins were slipping every quarter.

Our approach

We analysed store-level economics and customer behaviour across channels. The answer was not simply to close stores: it was to reshape the format, shrink the footprint where overlap was highest and use remaining stores as fulfilment points.

The outcome

Lumen reshaped 70 stores, improved EBITDA margin by 6.5 points and doubled the contribution of online sales within a year.