Braun Büffel grows Klaviyo-attributed revenue 29% YoY using segmentation, flows, and WhatsApp
29%
YoY growth in Klaviyo-attributed revenue in Q1 2026
109k
active profiles
18%
YoY growth in AOV in Q1 2026
Braun Büffel is a premium leather goods and fashion brand with close to 140 years of history, currently operating in the Bonia Group portfolio. Originally founded in Germany, they now have an ecommerce presence that ships worldwide and stores across Malaysia, Singapore, and Indonesia. The brand has built its reputation on quality and heritage — and in recent years, digital commerce has become its primary growth engine. For the past 6 years, they've used Klaviyo as the backbone of their CRM strategy.
Learn how Braun Büffel used Klaviyo to turn a decades-old customer database into a precision segmentation and retention engine
Challenge
Braun Büffel had been in market for decades. That longevity was an asset to their CRM program: It meant a loyal following across Southeast Asia and a large, established customer database. But size without structure creates its own problems.
"We reached a point where we saw the limitations in how we could communicate with our customers, especially when it came to segmentation," says Karis Lim, director of digital commerce and brand marketing at Braun Büffel. "We were trying to talk to such a big database, and we noticed a real lack of efficiency."
The previous CRM the team used wasn't built for that kind of nuance. It was operationally cumbersome, difficult to use, and didn't give the team the flexibility they needed to personalise at scale. All targeted messaging required manual effort. That meant the team was spending time on execution instead of strategy — and customers often received communications that felt generic.
Solution
When Braun Büffel hit the limits of their existing platform, Klaviyo—the B2C CRM built for relationship-driven growth—was the natural next step. They were already on Shopify, and the two platforms integrate natively, which made the migration straightforward. From there, the team had access to everything they'd been missing: flexible segmentation, automated flows, and a multi-channel setup that would eventually bring email and WhatsApp into a single view of each customer.
"It was a very natural transition for us," says Karis. "We were already on Shopify, so it was a seamless integration. Everything was smooth and natural."
From there, the team started building what hadn't been possible before: user-friendly segmentation and automation, so messages reach the right customer at the right moment without laborious manual management. Klaviyo flows took over the operational work — welcome journeys, win-back sequences, post-purchase upsells — freeing the team to focus on strategy. In Q1 2026, Klaviyo-attributed revenue grew 29% year on year. AOV grew 18%.
"Since having Klaviyo, our team works quite differently," says Karis. "They spend a lot less time on manual work and a lot more time on strategic thinking and initiatives that are a better use of their hours."
Strategy
Braun Büffel's greatest CRM asset is also their oldest: a database built over decades. Their Klaviyo strategy is designed to unlock it, turning passive data into targeted flows, intentional WhatsApp outreach, and a sharper view of who their most loyal customers actually are. Here's how that plays out:
- Reengaging a legacy database with automations: Braun Büffel's database is one of their greatest assets, and the rich, real-time Shopify data flowing into Klaviyo Data Platform makes it easier to keep it engaged and healthy. The team runs targeted flows across customer lifecycle stages, including a win-back flow for lapsed customers they hadn't been able to run on their previous platform. That flow serves two purposes: re-engaging customers who've gone quiet, and helping the team sunset contacts who are no longer responsive — keeping the database healthy and efficient.
- Using WhatsApp as a second layer for high-engagement customers. WhatsApp in Southeast Asia isn't just a messaging app — it's where people live. Braun Büffel treats it accordingly. Rather than adding WhatsApp as a broad channel, they use email engagement data in Klaviyo to decide who gets WhatsApp outreach at all — only customers already responding positively to email make the cut. That's only possible because both channels live in the same platform: Klaviyo profiles update in real time across channels, so the segmentation driving email automatically drives WhatsApp without any manual crossover. The result is a channel that stays intentional, and an audience that's primed to engage. Nine out of ten customers open the WhatsApp messages Braun Büffel sends. "WhatsApp has made our brand a lot more personable," says Karis. "We can really tailor the way we speak to a segmented group of customers. And when you compare open rates with email, there's no contest."
- Building loyalty with Customer Hub. Klaviyo Customer Hub gives brands a unified view of each customer: their purchase history, how they engage across channels, and where they are in the brand relationship. For Braun Büffel, a brand with decades of customer data and a large, established database, that kind of consolidated profile view is what makes precision segmentation possible at scale. Rather than inferring loyalty from purchase frequency alone, the team can see how individual customers behave across touchpoints and tailor their outreach accordingly — whether that's a win-back sequence, a cross-category upsell, or a VIP retention flow for their highest-value segment. "In fashion and luxury, there are so many options," says Karis. "You need to build a real relationship to stand out from your competitors. Customer Hub helps us understand who our customers are and what to say to them — and that's how we build loyalty."
Looking ahead, the Braun Büffel team is focused on how AI can take their Klaviyo instance even further: deeper automation, smarter personalisation, and agentic capability within WhatsApp flows.
"We just can't imagine our overall marketing strategy without Klaviyo as part of it. It's that serious."