What was the growth rate of the company's digital business in the 2020-Q4 quarter 
ing to completely abandon that and just see all of our growth come from digital. We think we can have tremendously outsized growth in digital.
Also, we're very-very excited about what continues to be the opportunities in China. And the opportunities in China are both digital and brick and mortar. So, we see that growth really outstripping some of our prior growth. And so, again, not to get too ahead of our skis, but we are excited about the opportunity ahead of us. As soon as you can tell me when the world returns to normal, I can tell you exactly when we'll see that massive inflection.
Joanne Crevoiserat -- interim Chief Executive Officer
And I'll just add to that, Mark. Through all brands, we're focused on the digital business and for an inflection in top and bottom line growth. As the environment and backdrop recovers, we're positioning our company to be able to take advantage of that.
And as Andrea pointed out, our digital margins are ahead of our margins in brick and mortar. We do see that as an accretive strategy for us. But again, our focus is on meeting the consumer where they are and responding and being available with the right experience and showing that we can drive further profitability moving forward. And we have confidence that the strategy helps us unlock that.
Operator
Our next question comes from the line of Jamie Merriman of Bernstein.
Jamie Merriman -- Bernstein -- Analyst
Thanks very much. With respect to your digital growth ambitions and the shift to really being much more data focused, can you just talk a little bit about how you're able to leverage your existing customer file or are there investments that you need to make in terms of being able to really tap into that data-driven decision making process still ahead? Thanks.
Joanne Crevoiserat -- interim Chief Executive Officer
Sure. I can kick that off and then maybe couple of the brands can provide some anecdotes. But we're well positioned to take advantage of the shift to digital. We have a pretty robust technology infrastructure and digital capabilities globally. But we are continuing to invest in that space, particularly with our customer file being able to add tools that allow us to better utilize and better use the information that we do have. So, those investments we are making this year and we expect to continue to make them going forward.
But a few anecdotes in terms of our ability to leverage that and drive both digital growth as well as profitability. I'll start with the traction we're seeing in new customer acquisition and some of the changes that we've made in our marketing process. We have embedded data and analytics more fully into our marketing operations and enabled those teams to really drive a test and learn mindset and test a lot of new things. I think we managed over 50 tests in the fourth quarter alone through that platform and we're learning a lot.
It's interesting because this test and learn platform allows us to learn new information really that we didn't have before about how our customers respond and some of those things work, some of them don't. We learnt fast, which is part of the agility. We're learning fast and we're scaling the wins. And we saw, again, a lot of traction in the fourth quarter behind that. Really pleased with the new customer acquisition. And the engagement of lapsed customers, so we are seeing traction there.
And then as it as it relates to being data-driven, I talked a little bit in my prepared remarks about some of the assortment analytics we're using to determine the right assortments at a door level. Again, unlocking more productivity out of our assortments, more productivity in our stores, and that's really a key enabler to driving AUR growth and gross margin.
And I don't know -- Liz, if you want to talk about some of the traction you've had in the marketing -- on the marketing side with the Kate brand, but some real traction there as well.
Liz Fraser -- Chief Executive Officer & Brand President, Kate Spade
Yes. Thanks, Joanne. I mean, absolutely the platform that we have from the Tapestry data 
ing to completely abandon that and just see all of our growth come from digital. We think we can have tremendously outsized growth in digital.
Also, we're very-very excited about what continues to be the opportunities in China. And the opportunities in China are both digital and brick and mortar. So, we see that growth really outstripping some of our prior growth. And so, again, not to get too ahead of our skis, but we are excited about the opportunity ahead of us. As soon as you can tell me when the world returns to normal, I can tell you exactly when we'll see that massive inflection.
Joanne Crevoiserat -- interim Chief Executive Officer
And I'll just add to that, Mark. Through all brands, we're focused on the digital business and for an inflection in top and bottom line growth. As the environment and backdrop recovers, we're positioning our company to be able to take advantage of that.
And as Andrea pointed out, our digital margins are ahead of our margins in brick and mortar. We do see that as an accretive strategy for us. But again, our focus is on meeting the consumer where they are and responding and being available with the right experience and showing that we can drive further profitability moving forward. And we have confidence that the strategy helps us unlock that.
Operator
Our next question comes from the line of Jamie Merriman of Bernstein.
Jamie Merriman -- Bernstein -- Analyst
Thanks very much. With respect to your digital growth ambitions and the shift to really being much more data focused, can you just talk a little bit about how you're able to leverage your existing customer file or are there investments that you need to make in terms of being able to really tap into that data-driven decision making process still ahead? Thanks.
Joanne Crevoiserat -- interim Chief Executive Officer
Sure. I can kick that off and then maybe couple of the brands can provide some anecdotes. But we're well positioned to take advantage of the shift to digital. We have a pretty robust technology infrastructure and digital capabilities globally. But we are continuing to invest in that space, particularly with our customer file being able to add tools that allow us to better utilize and better use the information that we do have. So, those investments we are making this year and we expect to continue to make them going forward.
 But a few anecdotes in terms of our ability to leverage that and drive both digital growth as well as profitability. I'll start with the traction we're seeing in new customer acquisition and some of the changes that we've made in our marketing process. We have embedded data and analytics more fully into our marketing operations and enabled those teams to really drive a test and learn mindset and test a lot of new things. I think we managed over 50 tests in the fourth quarter alone through that platform and we're learning a lot.
It's interesting because this test and learn platform allows us to learn new information really that we didn't have before about how our customers respond and some of those things work, some of them don't. We learnt fast, which is part of the agility. We're learning fast and we're scaling the wins. And we saw, again, a lot of traction in the fourth quarter behind that. Really pleased with the new customer acquisition. And the engagement of lapsed customers, so we are seeing traction there.
And then as it as it relates to being data-driven, I talked a little bit in my prepared remarks about some of the assortment analytics we're using to determine the right assortments at a door level. Again, unlocking more productivity out of our assortments, more productivity in our stores, and that's really a key enabler to driving AUR growth and gross margin.
And I don't know -- Liz, if you want to talk about some of the traction you've had in the marketing -- on the marketing side with the Kate brand, but some real traction there as well.
Liz Fraser -- Chief Executive Officer & Brand President, Kate Spade
Yes. Thanks, Joanne. I mean, absolutely the platform that we have from the Tapestry data 