Doughnut growth playbook

Add a "Notify me when it's back" form to every sold-out variant (Growave and Omnisend can both do this), send the alert the day stock lands, and show "back in stock" badges on the homepage. Use the sign-up counts per colour to decide which colours to reorder first.

A waiting list keeps buyers who would otherwise leave, and it shows production which colours people actually want, so the next order is less of a guess.

[ ] Notify-me form on every sold-out variant
[ ] Alert email with the colour photo and add-to-cart link
[ ] "Back in stock" badge on the homepage
[ ] Weekly sign-ups per colour sent to production
[ ] "Discontinued" label and closest-colour suggestion
[ ] Alert-to-order rate tracked

• Colours never come back

  Show "discontinued" and suggest the closest colour instead of a form.

• Too many emails

  One alert per colour, then stop.

• Your websiteMacaroon Backpack, the signature model (listed since May 2021): 16 litres, nylon, "ultra-light, durable, and waterproof", HKD$580, 22 colourways of which 12 were sold out on October 20, 2026; 78 product images. The store has "back-in-stock" and "low-stock-alert" collections but no visible "notify me" sign-up on the sold-out colours.Source
• Social and channelsYouTube @doughnutofficial9357: 2,390 subscribers, 159 videos, 2.6 million views; Instagram @doughnutofficial; Facebook doughnutofficial.hk; an affiliate programme on UpPromote ("Be Our Affiliate"); a Growave rewards and referral programme.Source
• Your websiteHomepage (checked October 20, 2026): banner "Macaroon family 15% off | Free HK shipping over HK$400"; prices in Hong Kong dollars (Macaroon Backpack HKD$580); two first-order offers side by side: "$40 off on your very first order value over $400 ! CODE: WELCOME40" and "Get 10% discount off" for subscribing; a "Remember to tag @doughnutofficial Pack Your Dream with Doughnut!" gallery of customer photos from the United States, Namibia, Korea, Japan, Malaysia, Hong Kong, Switzerland and Taiwan; payment by AliPay, WeChat Pay, PayPal, Shop Pay, Apple Pay and cards.Source

Write a real materials page (which fabrics, which series are recycled or PFC-free, what "waterproof" means for the Macaroon), a clear warranty page (what is covered, for how long, how to claim, the repair option), and point "Reviews" to real customer reviews. Hide or delete the test pages and test collections, and finish the rewards page text.

Shoppers who click "Our Materials" or "Warranty" are close to buying and checking a claim; an unrelated page at that moment loses trust. It also protects the eco claims from looking unsupported.

• Eco claims need proof

  State only what suppliers can document, series by series.

• Your websitePlaceholder pages: the menu item "Our Materials" (/pages/our-materials), "Warranty" (/pages/warranty-1) and "Reviews" (/pages/reviews) all show the About Doughnut brand story instead of their own content; /pages/testingggg is a live rewards page still showing template text ("Pair text with an image to focus on your chosen product, collection, or blog post", "Collapsible row"); the sitemap also lists /pages/test and collections named test-bags, test-1, test-2 and test-collection.Source
• Your websiteAbout page: Doughnut was founded in Hong Kong in 2010 by two university friends, Rex and Steven, who could not find the right backpack for their graduation trip; headline "AN INSPIRED TRAVEL DREAM THAT INSPIRED 3,000,000 MORE"; "the brand has numerous stockists in over 35 countries worldwide"; mission: "playful and environmentally-friendly travel bags".Source
• Your websiteCollections show the brand's range of themes and licensed collaborations: Kuromi, Pompompurin, Cinnamoroll, Hangyodon, Doraemon, Barbie World, plus "Pet Your Dream" (backpacks and crossbody bags "for devoted pet parents"), gender-free, vegan, recycled-materials and PFC-free series, laptop and back-to-school collections; the contact form offers a "Repairs" category.Source

Serve the slideshow and product grid images in Shopify's resized WebP formats at phone width, load images below the first screen lazily, cut the fonts to one or two families, reserve space for the sale block so the page stops jumping, and fix the broken "Long Weekend Sale" link.

Lighter pages convert better on phones and cost visitors less mobile data; the image fix alone is worth about 15 seconds in the lab test.

• Images look worse

  Check the colours on real phones before switching, since colour matters to buyers.

• PageSpeed testGoogle PageSpeed test of the homepage on a phone (October 20, 2026): performance 41/100 (desktop 51); the main content (the slideshow image) takes 63.2 s to appear in the lab test against a 2.5 s target, and the layout shifts by 0.333 as the sale block loads; the homepage downloads 16.8 MB in 516 requests (images 8.1 MB, fonts 5.0 MB). Biggest fix: "Improve image delivery", about 15.6 s and 5.0 MB. Real Chrome visitors still pass Core Web Vitals (75th percentile main content 2.0 s), so most repeat visitors on fast connections do not feel the full weight.Source
• PageSpeed testThe same test counts 36 third-party services adding 8.3 MB, including two separate review tools (Yotpo and Stamped.io), Growave, MonkCommerce (599 KB), eDesk, Automizely, ShareThis and a YouTube embed (966 KB, 429 ms of blocking). The page asks for notification permission on load, 64 images have no alt text, and the homepage "Long Weekend Sale" link returns a 404.Source
• Your websiteOur Stores page: Doughnut stores in Hong Kong (Sham Shui Po, APM Kwun Tong, Tuen Mun Town Plaza, YOHO Mall Yuen Long and others), about 14 counters in Taiwan (Taipei, Taoyuan, Hsinchu, Taichung, Tainan, Kaohsiung, Jiufen, Tamsui) and 3 in mainland China (Shenzhen, Guangzhou, Chongqing); authorized retailers in the USA (JetPens, Old School Shoes in Santa Cruz, Hempies, Marshall Retail Group), Singapore (Boarding Gate stores including Jewel Changi Airport, TANGS, ISETAN, The Wallet Shop), Malaysia (The Planet Traveller, Pavilion KL) and Thailand (Bratpack, ICONSIAM, Siam Paragon). All on one long page.Source

List every installed app with its cost and whether it is still used, keep one review tool and move all reviews into it, remove the notification prompt (or show it after a purchase), and load chat and video only when someone clicks.

One review count in one place looks stronger than two half-empty widgets, and fewer apps make the page faster and cheaper to run.

• Losing reviews in the move

  Export everything before uninstalling.

• PageSpeed testThe same test counts 36 third-party services adding 8.3 MB, including two separate review tools (Yotpo and Stamped.io), Growave, MonkCommerce (599 KB), eDesk, Automizely, ShareThis and a YouTube embed (966 KB, 429 ms of blocking). The page asks for notification permission on load, 64 images have no alt text, and the homepage "Long Weekend Sale" link returns a 404.Source
• PageSpeed testGoogle PageSpeed test of the homepage on a phone (October 20, 2026): performance 41/100 (desktop 51); the main content (the slideshow image) takes 63.2 s to appear in the lab test against a 2.5 s target, and the layout shifts by 0.333 as the sale block loads; the homepage downloads 16.8 MB in 516 requests (images 8.1 MB, fonts 5.0 MB). Biggest fix: "Improve image delivery", about 15.6 s and 5.0 MB. Real Chrome visitors still pass Core Web Vitals (75th percentile main content 2.0 s), so most repeat visitors on fast connections do not feel the full weight.Source

Add Google and the Omnisend sending domain to SPF, turn on DKIM in Google Workspace and Omnisend, then move DMARC from "none" to "quarantine" after two weeks of clean reports.

Every email programme in this playbook depends on reaching the inbox, and this is a one-afternoon fix.

• Blocking a forgotten sender

  Read the reports before tightening.

• DNS checkEmail for doughnutofficial.com runs on Google Workspace (MX aspmx.l.google.com), but the SPF record is "v=spf1 include:mailgun.org ~all", which does not include Google; DMARC is "p=none"; no DKIM key was found at common selectors. The newsletter runs on Omnisend.Source
• Social and channelsYouTube @doughnutofficial9357: 2,390 subscribers, 159 videos, 2.6 million views; Instagram @doughnutofficial; Facebook doughnutofficial.hk; an affiliate programme on UpPromote ("Be Our Affiliate"); a Growave rewards and referral programme.Source

Test one offer: subscribe and get HK$40 off a first order over HK$400 (or the local equivalent), delivered by email so it also grows the list. Show the currency on the offer and apply the code automatically from the email link.

One simple offer converts better than two, and tying it to the email sign-up builds the list that back-in-stock and drops depend on.

• Lower sign-ups without 10%

  Watch list growth weekly and adjust.

• Your websiteHomepage (checked October 20, 2026): banner "Macaroon family 15% off | Free HK shipping over HK$400"; prices in Hong Kong dollars (Macaroon Backpack HKD$580); two first-order offers side by side: "$40 off on your very first order value over $400 ! CODE: WELCOME40" and "Get 10% discount off" for subscribing; a "Remember to tag @doughnutofficial Pack Your Dream with Doughnut!" gallery of customer photos from the United States, Namibia, Korea, Japan, Malaysia, Hong Kong, Switzerland and Taiwan; payment by AliPay, WeChat Pay, PayPal, Shop Pay, Apple Pay and cards.Source
• DNS checkEmail for doughnutofficial.com runs on Google Workspace (MX aspmx.l.google.com), but the SPF record is "v=spf1 include:mailgun.org ~all", which does not include Google; DMARC is "p=none"; no DKIM key was found at common selectors. The newsletter runs on Omnisend.Source

Use Shopify's translations to add a zh-HK and zh-TW version: product names and descriptions, size guides, policies and checkout. Link it from in-store signs and Chinese social posts, and add hreflang so search engines show the right version.

Shoppers buy more readily in their own language, and Chinese pages can rank for Chinese searches such as Macaroon backpack reviews.

• Two variants of Chinese

  Use Hong Kong and Taiwan reviewers for each.

• Your websiteSitemap (October 20, 2026): 384 product URLs, 199 collections and 47 pages; store languages and regions are en-cn, en-jp, en-my, en-sg, en-tw, en-uk and ja-jp, so there is no Chinese-language version and no US version. The newest blog post is from October 7, 2024; the collaboration stories (Pocari Sweat, Kuromi, Pompompurin, The Dudes, FP Movement, an HK Express "45 return air tickets" giveaway) are written in Chinese only.Source
• Your websiteOur Stores page: Doughnut stores in Hong Kong (Sham Shui Po, APM Kwun Tong, Tuen Mun Town Plaza, YOHO Mall Yuen Long and others), about 14 counters in Taiwan (Taipei, Taoyuan, Hsinchu, Taichung, Tainan, Kaohsiung, Jiufen, Tamsui) and 3 in mainland China (Shenzhen, Guangzhou, Chongqing); authorized retailers in the USA (JetPens, Old School Shoes in Santa Cruz, Hempies, Marshall Retail Group), Singapore (Boarding Gate stores including Jewel Changi Airport, TANGS, ISETAN, The Wallet Shop), Malaysia (The Planet Traveller, Pavilion KL) and Thailand (Bratpack, ICONSIAM, Siam Paragon). All on one long page.Source
• News coverageDiscover Hong Kong (the Hong Kong Tourism Board) features Doughnut as a local creative brand: founded by Rex Yam and his partner in 2010, it started online and opened its first shop in Sham Shui Po in 2013.Source

Add a US market in Shopify with USD prices, a clear delivery promise and duties included at checkout, a page listing where to see the bags in US stores, and US-specific ads to the new pages.

Prices in a foreign currency with unknown duties are among the main reasons cross-border shoppers abandon carts.

• Undercutting US retailers

  Keep online prices aligned with stockists.

• Your websiteOur Stores page: Doughnut stores in Hong Kong (Sham Shui Po, APM Kwun Tong, Tuen Mun Town Plaza, YOHO Mall Yuen Long and others), about 14 counters in Taiwan (Taipei, Taoyuan, Hsinchu, Taichung, Tainan, Kaohsiung, Jiufen, Tamsui) and 3 in mainland China (Shenzhen, Guangzhou, Chongqing); authorized retailers in the USA (JetPens, Old School Shoes in Santa Cruz, Hempies, Marshall Retail Group), Singapore (Boarding Gate stores including Jewel Changi Airport, TANGS, ISETAN, The Wallet Shop), Malaysia (The Planet Traveller, Pavilion KL) and Thailand (Bratpack, ICONSIAM, Siam Paragon). All on one long page.Source
• Your websiteSitemap (October 20, 2026): 384 product URLs, 199 collections and 47 pages; store languages and regions are en-cn, en-jp, en-my, en-sg, en-tw, en-uk and ja-jp, so there is no Chinese-language version and no US version. The newest blog post is from October 7, 2024; the collaboration stories (Pocari Sweat, Kuromi, Pompompurin, The Dudes, FP Movement, an HK Express "45 return air tickets" giveaway) are written in Chinese only.Source
• Your websitePolicies: "We only accept exchanges and returns within 14 days of the delivery date for products that are damaged, defective, or incorrect", and "colour differences do not count as defective or incorrect items". International orders ship Delivered Duty Unpaid: duties "will not be shown on the checkout page", "Doughnut has no control over these charges ... and cannot refund them"; international delivery takes 4-15 business days after 3-7 days of preparation.Source
• Competitor researchRivals' own homepages: Herschel Supply Co. (USA) promises "Free Ground Shipping On orders over $75", "Hassle-Free Returns 30 days to make sure it's the right fit" and a warranty ("Buy with confidence"); anello (Japan) sells bags designed around scenes such as a solo hot-spring trip versus sightseeing with others. European retailers such as Markenkoffer (Germany) and ASOS already stock Doughnut.See the research Source

Use Shopify's duty and import tax collection for the UK, Japan, the US and Singapore so the price at checkout is the final price. Mention "No surprise fees on delivery" on product pages in those markets.

Known final prices reduce abandoned carts and refused parcels, and they remove a reason for bad reviews.

• Higher shown price

  Show "duties included" next to the price.

• Your websitePolicies: "We only accept exchanges and returns within 14 days of the delivery date for products that are damaged, defective, or incorrect", and "colour differences do not count as defective or incorrect items". International orders ship Delivered Duty Unpaid: duties "will not be shown on the checkout page", "Doughnut has no control over these charges ... and cannot refund them"; international delivery takes 4-15 business days after 3-7 days of preparation.Source
• Your websiteSitemap (October 20, 2026): 384 product URLs, 199 collections and 47 pages; store languages and regions are en-cn, en-jp, en-my, en-sg, en-tw, en-uk and ja-jp, so there is no Chinese-language version and no US version. The newest blog post is from October 7, 2024; the collaboration stories (Pocari Sweat, Kuromi, Pompompurin, The Dudes, FP Movement, an HK Express "45 return air tickets" giveaway) are written in Chinese only.Source

Put a QR card at every till: join the rewards programme, get points for the purchase just made and early access to the next collection. Tag each sign-up with the store, and send a welcome series in the shopper's language.

In-store buyers already like the brand; turning them into subscribers makes each store a source of repeat online orders.

• Staff forget

  Make it part of the till routine and reward the top store.

• Your websiteOur Stores page: Doughnut stores in Hong Kong (Sham Shui Po, APM Kwun Tong, Tuen Mun Town Plaza, YOHO Mall Yuen Long and others), about 14 counters in Taiwan (Taipei, Taoyuan, Hsinchu, Taichung, Tainan, Kaohsiung, Jiufen, Tamsui) and 3 in mainland China (Shenzhen, Guangzhou, Chongqing); authorized retailers in the USA (JetPens, Old School Shoes in Santa Cruz, Hempies, Marshall Retail Group), Singapore (Boarding Gate stores including Jewel Changi Airport, TANGS, ISETAN, The Wallet Shop), Malaysia (The Planet Traveller, Pavilion KL) and Thailand (Bratpack, ICONSIAM, Siam Paragon). All on one long page.Source
• Social and channelsYouTube @doughnutofficial9357: 2,390 subscribers, 159 videos, 2.6 million views; Instagram @doughnutofficial; Facebook doughnutofficial.hk; an affiliate programme on UpPromote ("Be Our Affiliate"); a Growave rewards and referral programme.Source
• DNS checkEmail for doughnutofficial.com runs on Google Workspace (MX aspmx.l.google.com), but the SPF record is "v=spf1 include:mailgun.org ~all", which does not include Google; DMARC is "p=none"; no DKIM key was found at common selectors. The newsletter runs on Omnisend.Source

Shoot each colourway in daylight and indoor light next to a neutral object, add customer photos from the "Pack Your Dream" gallery to each variant, and show the bag on people of different heights.

Better colour information means fewer disappointed buyers and fewer support tickets, and it is cheaper than changing the returns policy.

• Permission for customer photos

  Ask in the comments and keep a record.

• Your websitePolicies: "We only accept exchanges and returns within 14 days of the delivery date for products that are damaged, defective, or incorrect", and "colour differences do not count as defective or incorrect items". International orders ship Delivered Duty Unpaid: duties "will not be shown on the checkout page", "Doughnut has no control over these charges ... and cannot refund them"; international delivery takes 4-15 business days after 3-7 days of preparation.Source
• Your websiteMacaroon Backpack, the signature model (listed since May 2021): 16 litres, nylon, "ultra-light, durable, and waterproof", HKD$580, 22 colourways of which 12 were sold out on October 20, 2026; 78 product images. The store has "back-in-stock" and "low-stock-alert" collections but no visible "notify me" sign-up on the sold-out colours.Source
• Your websiteHomepage (checked October 20, 2026): banner "Macaroon family 15% off | Free HK shipping over HK$400"; prices in Hong Kong dollars (Macaroon Backpack HKD$580); two first-order offers side by side: "$40 off on your very first order value over $400 ! CODE: WELCOME40" and "Get 10% discount off" for subscribing; a "Remember to tag @doughnutofficial Pack Your Dream with Doughnut!" gallery of customer photos from the United States, Namibia, Korea, Japan, Malaysia, Hong Kong, Switzerland and Taiwan; payment by AliPay, WeChat Pay, PayPal, Shop Pay, Apple Pay and cards.Source

Build a three-question finder (what you carry, laptop size, how you travel) that recommends a size with a photo of it packed, and add a "What fits" image to every product page.

Size doubt stops sales and causes regret; a finder also captures email for the result.

• Too many sizes to compare

  Start with the Macaroon family only.

• Your websiteMacaroon Backpack, the signature model (listed since May 2021): 16 litres, nylon, "ultra-light, durable, and waterproof", HKD$580, 22 colourways of which 12 were sold out on October 20, 2026; 78 product images. The store has "back-in-stock" and "low-stock-alert" collections but no visible "notify me" sign-up on the sold-out colours.Source
• Your websiteCollections show the brand's range of themes and licensed collaborations: Kuromi, Pompompurin, Cinnamoroll, Hangyodon, Doraemon, Barbie World, plus "Pet Your Dream" (backpacks and crossbody bags "for devoted pet parents"), gender-free, vegan, recycled-materials and PFC-free series, laptop and back-to-school collections; the contact form offers a "Repairs" category.Source
• Competitor researchRivals' own homepages: Herschel Supply Co. (USA) promises "Free Ground Shipping On orders over $75", "Hassle-Free Returns 30 days to make sure it's the right fit" and a warranty ("Buy with confidence"); anello (Japan) sells bags designed around scenes such as a solo hot-spring trip versus sightseeing with others. European retailers such as Markenkoffer (Germany) and ASOS already stock Doughnut.See the research Source

Publish two English stories a month: a customer's trip with their bag, a packing list for a city, a "carry-on only" guide. Each links the bags in the photos and ends with a "tag us" call.

Travel content matches the brand, earns search traffic year-round and gives the newsletter something other than discounts.

• Content stalls again

  Publish on a fixed calendar.

• Your websiteSitemap (October 20, 2026): 384 product URLs, 199 collections and 47 pages; store languages and regions are en-cn, en-jp, en-my, en-sg, en-tw, en-uk and ja-jp, so there is no Chinese-language version and no US version. The newest blog post is from October 7, 2024; the collaboration stories (Pocari Sweat, Kuromi, Pompompurin, The Dudes, FP Movement, an HK Express "45 return air tickets" giveaway) are written in Chinese only.Source
• Your websiteHomepage (checked October 20, 2026): banner "Macaroon family 15% off | Free HK shipping over HK$400"; prices in Hong Kong dollars (Macaroon Backpack HKD$580); two first-order offers side by side: "$40 off on your very first order value over $400 ! CODE: WELCOME40" and "Get 10% discount off" for subscribing; a "Remember to tag @doughnutofficial Pack Your Dream with Doughnut!" gallery of customer photos from the United States, Namibia, Korea, Japan, Malaysia, Hong Kong, Switzerland and Taiwan; payment by AliPay, WeChat Pay, PayPal, Shop Pay, Apple Pay and cards.Source
• Your websiteAbout page: Doughnut was founded in Hong Kong in 2010 by two university friends, Rex and Steven, who could not find the right backpack for their graduation trip; headline "AN INSPIRED TRAVEL DREAM THAT INSPIRED 3,000,000 MORE"; "the brand has numerous stockists in over 35 countries worldwide"; mission: "playful and environmentally-friendly travel bags".Source

Open a waiting list for each collaboration two weeks before launch, give subscribers a one-hour early-access window, and tag them by character so the next collab reaches the right fans. Publish the collaboration story in English as well as Chinese.

Character fans are loyal to the character; collecting them by character makes each new collab cheaper to launch.

• Licence rules

  Check the licensor's rules on pre-launch marketing.

• Your websiteCollections show the brand's range of themes and licensed collaborations: Kuromi, Pompompurin, Cinnamoroll, Hangyodon, Doraemon, Barbie World, plus "Pet Your Dream" (backpacks and crossbody bags "for devoted pet parents"), gender-free, vegan, recycled-materials and PFC-free series, laptop and back-to-school collections; the contact form offers a "Repairs" category.Source
• Your websiteSitemap (October 20, 2026): 384 product URLs, 199 collections and 47 pages; store languages and regions are en-cn, en-jp, en-my, en-sg, en-tw, en-uk and ja-jp, so there is no Chinese-language version and no US version. The newest blog post is from October 7, 2024; the collaboration stories (Pocari Sweat, Kuromi, Pompompurin, The Dudes, FP Movement, an HK Express "45 return air tickets" giveaway) are written in Chinese only.Source
• Social and channelsYouTube @doughnutofficial9357: 2,390 subscribers, 159 videos, 2.6 million views; Instagram @doughnutofficial; Facebook doughnutofficial.hk; an affiliate programme on UpPromote ("Be Our Affiliate"); a Growave rewards and referral programme.Source

Film one short a week: packing a bag, comparing two sizes, a customer's travel day. Link each to the product, and reuse the clips on product pages.

Practical clips sell better than mood videos and can be reused on the store pages.

• Heavy video on product pages

  Load video only when tapped.

• Social and channelsYouTube @doughnutofficial9357: 2,390 subscribers, 159 videos, 2.6 million views; Instagram @doughnutofficial; Facebook doughnutofficial.hk; an affiliate programme on UpPromote ("Be Our Affiliate"); a Growave rewards and referral programme.Source
• Your websiteMacaroon Backpack, the signature model (listed since May 2021): 16 litres, nylon, "ultra-light, durable, and waterproof", HKD$580, 22 colourways of which 12 were sold out on October 20, 2026; 78 product images. The store has "back-in-stock" and "low-stock-alert" collections but no visible "notify me" sign-up on the sold-out colours.Source

Publish a "Become a stockist" page with the range, minimum order, lead times and a short form, and give approved stockists a simple wholesale ordering page (Growave and Shopify both support B2B). Promote it to independent travel and gift shops.

A clear front door turns curious retailers into accounts without the founders handling every email.

• Conflict with distributors

  Route enquiries by country to existing partners.

• Your websiteAbout page: Doughnut was founded in Hong Kong in 2010 by two university friends, Rex and Steven, who could not find the right backpack for their graduation trip; headline "AN INSPIRED TRAVEL DREAM THAT INSPIRED 3,000,000 MORE"; "the brand has numerous stockists in over 35 countries worldwide"; mission: "playful and environmentally-friendly travel bags".Source
• Competitor researchRivals' own homepages: Herschel Supply Co. (USA) promises "Free Ground Shipping On orders over $75", "Hassle-Free Returns 30 days to make sure it's the right fit" and a warranty ("Buy with confidence"); anello (Japan) sells bags designed around scenes such as a solo hot-spring trip versus sightseeing with others. European retailers such as Markenkoffer (Germany) and ASOS already stock Doughnut.See the research Source
• Your websiteOur Stores page: Doughnut stores in Hong Kong (Sham Shui Po, APM Kwun Tong, Tuen Mun Town Plaza, YOHO Mall Yuen Long and others), about 14 counters in Taiwan (Taipei, Taoyuan, Hsinchu, Taichung, Tainan, Kaohsiung, Jiufen, Tamsui) and 3 in mainland China (Shenzhen, Guangzhou, Chongqing); authorized retailers in the USA (JetPens, Old School Shoes in Santa Cruz, Hempies, Marshall Retail Group), Singapore (Boarding Gate stores including Jewel Changi Airport, TANGS, ISETAN, The Wallet Shop), Malaysia (The Planet Traveller, Pavilion KL) and Thailand (Bratpack, ICONSIAM, Siam Paragon). All on one long page.Source

Pursue three travel-retail deals: an airport shop or pop-up in Hong Kong or Taipei, a co-branded travel kit with a budget airline, and a bundle with a travel booking platform or luggage-storage service. Measure sales per square metre against the malls.

Travellers buy bags right before trips, and travel partners bring audiences that already match the brand.

• Airport rents

  Start with a pop-up or concession.

• Your websiteOur Stores page: Doughnut stores in Hong Kong (Sham Shui Po, APM Kwun Tong, Tuen Mun Town Plaza, YOHO Mall Yuen Long and others), about 14 counters in Taiwan (Taipei, Taoyuan, Hsinchu, Taichung, Tainan, Kaohsiung, Jiufen, Tamsui) and 3 in mainland China (Shenzhen, Guangzhou, Chongqing); authorized retailers in the USA (JetPens, Old School Shoes in Santa Cruz, Hempies, Marshall Retail Group), Singapore (Boarding Gate stores including Jewel Changi Airport, TANGS, ISETAN, The Wallet Shop), Malaysia (The Planet Traveller, Pavilion KL) and Thailand (Bratpack, ICONSIAM, Siam Paragon). All on one long page.Source
• Your websiteSitemap (October 20, 2026): 384 product URLs, 199 collections and 47 pages; store languages and regions are en-cn, en-jp, en-my, en-sg, en-tw, en-uk and ja-jp, so there is no Chinese-language version and no US version. The newest blog post is from October 7, 2024; the collaboration stories (Pocari Sweat, Kuromi, Pompompurin, The Dudes, FP Movement, an HK Express "45 return air tickets" giveaway) are written in Chinese only.Source
• Your websiteAbout page: Doughnut was founded in Hong Kong in 2010 by two university friends, Rex and Steven, who could not find the right backpack for their graduation trip; headline "AN INSPIRED TRAVEL DREAM THAT INSPIRED 3,000,000 MORE"; "the brand has numerous stockists in over 35 countries worldwide"; mission: "playful and environmentally-friendly travel bags".Source

Launch a repair service in the Hong Kong and Taiwan stores (zips, buckles, straps) with set prices, a mail-in option, and a small trade-in credit for bags beyond repair that go to recycling. Publish how many bags were repaired each year.

Repairs bring customers back into the stores, build loyalty and give the eco claim something visible to stand on.

• Repair costs

  Charge fair fixed prices and stock common parts.

• Your websiteCollections show the brand's range of themes and licensed collaborations: Kuromi, Pompompurin, Cinnamoroll, Hangyodon, Doraemon, Barbie World, plus "Pet Your Dream" (backpacks and crossbody bags "for devoted pet parents"), gender-free, vegan, recycled-materials and PFC-free series, laptop and back-to-school collections; the contact form offers a "Repairs" category.Source
• Your websitePlaceholder pages: the menu item "Our Materials" (/pages/our-materials), "Warranty" (/pages/warranty-1) and "Reviews" (/pages/reviews) all show the About Doughnut brand story instead of their own content; /pages/testingggg is a live rewards page still showing template text ("Pair text with an image to focus on your chosen product, collection, or blog post", "Collapsible row"); the sitemap also lists /pages/test and collections named test-bags, test-1, test-2 and test-collection.Source
• Your websiteAbout page: Doughnut was founded in Hong Kong in 2010 by two university friends, Rex and Steven, who could not find the right backpack for their graduation trip; headline "AN INSPIRED TRAVEL DREAM THAT INSPIRED 3,000,000 MORE"; "the brand has numerous stockists in over 35 countries worldwide"; mission: "playful and environmentally-friendly travel bags".Source
• Your websiteOur Stores page: Doughnut stores in Hong Kong (Sham Shui Po, APM Kwun Tong, Tuen Mun Town Plaza, YOHO Mall Yuen Long and others), about 14 counters in Taiwan (Taipei, Taoyuan, Hsinchu, Taichung, Tainan, Kaohsiung, Jiufen, Tamsui) and 3 in mainland China (Shenzhen, Guangzhou, Chongqing); authorized retailers in the USA (JetPens, Old School Shoes in Santa Cruz, Hempies, Marshall Retail Group), Singapore (Boarding Gate stores including Jewel Changi Airport, TANGS, ISETAN, The Wallet Shop), Malaysia (The Planet Traveller, Pavilion KL) and Thailand (Bratpack, ICONSIAM, Siam Paragon). All on one long page.Source

Add structured fields for capacity, laptop size, weight, dimensions, material and water resistance to every product, write one plain sentence on who each bag is for, and test what assistants answer to questions like "a cute 16-litre waterproof backpack for travel".

Assistants pick products they can match to the question; complete data makes Doughnut the answer instead of a rival.

• Channel too small to matter yet

  The same data improves search and filters too.

• Your websitedoughnutofficial.com publishes an agents.md file for AI shopping assistants (Shopify's Shop skill and the Universal Commerce Protocol over MCP), so assistants can search the catalogue, build carts and check out.Source
• Your websiteMacaroon Backpack, the signature model (listed since May 2021): 16 litres, nylon, "ultra-light, durable, and waterproof", HKD$580, 22 colourways of which 12 were sold out on October 20, 2026; 78 product images. The store has "back-in-stock" and "low-stock-alert" collections but no visible "notify me" sign-up on the sold-out colours.Source
• Your websitePlaceholder pages: the menu item "Our Materials" (/pages/our-materials), "Warranty" (/pages/warranty-1) and "Reviews" (/pages/reviews) all show the About Doughnut brand story instead of their own content; /pages/testingggg is a live rewards page still showing template text ("Pair text with an image to focus on your chosen product, collection, or blog post", "Collapsible row"); the sitemap also lists /pages/test and collections named test-bags, test-1, test-2 and test-collection.Source

Offer an embroidered patch with a pet's name or a simple illustration from a photo for the Pet series, made in the Hong Kong and Taiwan stores or by an embroidery partner. Ask buyers to share photos with their pet.

Personalisation raises order value and creates shareable photos, and pet content travels far on social media.

• Slow delivery

  Show the extra days clearly.

• Your websiteCollections show the brand's range of themes and licensed collaborations: Kuromi, Pompompurin, Cinnamoroll, Hangyodon, Doraemon, Barbie World, plus "Pet Your Dream" (backpacks and crossbody bags "for devoted pet parents"), gender-free, vegan, recycled-materials and PFC-free series, laptop and back-to-school collections; the contact form offers a "Repairs" category.Source
• Your websiteHomepage (checked October 20, 2026): banner "Macaroon family 15% off | Free HK shipping over HK$400"; prices in Hong Kong dollars (Macaroon Backpack HKD$580); two first-order offers side by side: "$40 off on your very first order value over $400 ! CODE: WELCOME40" and "Get 10% discount off" for subscribing; a "Remember to tag @doughnutofficial Pack Your Dream with Doughnut!" gallery of customer photos from the United States, Namibia, Korea, Japan, Malaysia, Hong Kong, Switzerland and Taiwan; payment by AliPay, WeChat Pay, PayPal, Shop Pay, Apple Pay and cards.Source

Build a map page from tagged photos, add a monthly "trip of the month" prize (a bag or a travel voucher), and invite customers to add their trip after purchase.

It gives customers a reason to post and gives the brand fresh content for every market.

• Privacy

  Show cities, not exact places.

• Your websiteHomepage (checked October 20, 2026): banner "Macaroon family 15% off | Free HK shipping over HK$400"; prices in Hong Kong dollars (Macaroon Backpack HKD$580); two first-order offers side by side: "$40 off on your very first order value over $400 ! CODE: WELCOME40" and "Get 10% discount off" for subscribing; a "Remember to tag @doughnutofficial Pack Your Dream with Doughnut!" gallery of customer photos from the United States, Namibia, Korea, Japan, Malaysia, Hong Kong, Switzerland and Taiwan; payment by AliPay, WeChat Pay, PayPal, Shop Pay, Apple Pay and cards.Source
• Your websiteAbout page: Doughnut was founded in Hong Kong in 2010 by two university friends, Rex and Steven, who could not find the right backpack for their graduation trip; headline "AN INSPIRED TRAVEL DREAM THAT INSPIRED 3,000,000 MORE"; "the brand has numerous stockists in over 35 countries worldwide"; mission: "playful and environmentally-friendly travel bags".Source
• Social and channelsYouTube @doughnutofficial9357: 2,390 subscribers, 159 videos, 2.6 million views; Instagram @doughnutofficial; Facebook doughnutofficial.hk; an affiliate programme on UpPromote ("Be Our Affiliate"); a Growave rewards and referral programme.Source

Put the domain behind the same certificate service as the store (or Cloudflare) so both http and https forward cleanly to doughnutofficial.com, and check other old domains (the former .my and .jp stores) the same way.

It removes a small trust problem for partners and customers who still have the old address.

• Breaking email on the domain

  Change only web records.

• DNS checksiusiustyle.com (registered 2010) redirects over http to doughnutofficial.com, but https://siusiustyle.com fails with a certificate error (its certificate expired in September 2022).Source
• Your websiteSitemap (October 20, 2026): 384 product URLs, 199 collections and 47 pages; store languages and regions are en-cn, en-jp, en-my, en-sg, en-tw, en-uk and ja-jp, so there is no Chinese-language version and no US version. The newest blog post is from October 7, 2024; the collaboration stories (Pocari Sweat, Kuromi, Pompompurin, The Dudes, FP Movement, an HK Express "45 return air tickets" giveaway) are written in Chinese only.Source