Original Race Australia sells clothing and accessories for motorsport and classic car fans. The range includes licensed Gulf racing wear, organic cotton tees printed by hand in Italy with cars like the Porsche 356 and the Mercedes 300SL, Le Mans and Steve McQueen pieces, Dents driving gloves, hats, hoodies, model cars and books. It belongs to the Coachman Menswear Group, alongside Coachman Menswear and Trevor West. Most customers are men in their late twenties and thirties in Sydney, Melbourne and Brisbane, and more than eight in ten shop on their phones. The site had to sell well on a small screen.
What we did
We designed and built the online shop and wrote the copy. Every product page carries its sizing chart, and the shop, cart and checkout are built for phones first. Prices change with the visitor’s country, so a customer in Singapore or Japan sees the shop in their own currency and pays in it.
Selling at motorsport events
We integrated a point-of-sale system with the online shop, so the team can sell at motorsport events as well as online, from the same store.
Ongoing work
We host and maintain the shop, and we look after its search presence. In 2026 we added pages for motorsport apparel and petrolhead clothing, rewrote page titles, set up the product feed for Google Shopping and drafted new copy for the Gulf collection. David gets a weekly ranking report and a monthly report with an audio summary.
The result
More people are finding the shop through Google. In September 2026 visits from Google search were up 41% on the same month a year earlier, and the number of those visitors who went on to browse the shop rose 62%.