Nala achieves 109x ROI and 6 consecutive quarters of revenue growth with Klaviyo

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Nala, one of Australia’s fastest-growing underwear and lingerie brands, stands out for being cool, sustainable, affordable, and inclusive all at once. Husband-and-wife duo Phillip and Chloe de Winter founded the DTC business in 2022 with no fashion background. Since then, they’ve grown Nala to serve over 200,000 customers, expanding to New Zealand and into retail with David Jones. From the beginning, they’ve used Klaviyo to drive growth.

Learn how Klaviyo became one of the biggest growth drivers for Nala 

Challenge

Nala’s founders knew they were entering a very competitive market when they launched, and they set out to quickly build close connections with their customers.

As the brand expanded their product offerings (they now have over 80 different products all in different sizes, colours, and materials), delivering relevance via communications to each and every customer became even more important.

Managing communication around stock was also crucial to success. Rapid business growth meant products frequently went out of stock. Nala was struggling to manage demand and notify interested customers efficiently whenever items were back in stock.

Solution

As a founder-led business, Nala needed an intuitive and easy-to-use marketing platform to help solve these challenges. With the help of digital growth consultancy TAG, they selected Klaviyo—and they’ve been growing with the B2C CRM ever since.

Klaviyo is Nala’s central database and CRM. The brand builds their customer profiles with data gathered from their online “fit library,” where customers select bra size based on their body shape, and from customers’ purchase history, which indicates preferences on size, colour, and fabric.

Because of Klaviyo’s ability to store, analyse, and action rich customer data, and the platform’s integration with Nala’s loyalty program, Nala can segment their customers and target each segment with more relevant email flows and campaigns.

“For us, everything Klaviyo does needs to deliver a positive ROI,” says Alon Abraham, co-founder of TAG. “We look at the data daily and focus on either creating a new flow or optimising an existing one.”

Strategy 

Nala drives growth and deepens customer relationships with Klaviyo by:

• Taking a targeted approach to product launches: Nala uses Klaviyo to highlight new products to relevant audiences. Nala’s collection for smaller busts, for example, initially launched to customers most likely to purchase based on their online fit library selections and purchase history.
• Notifying high-intent customers with back-in-stock notifications: Nala has 34 live Klaviyo flows, including welcome messages, abandoned cart reminders, and post-purchase follow-ups. One of Nala’s best-performing flows is their back-in-stock notification, which goes out to waitlist customers when Nala replenishes products, driving revenue from customers with a high intent to purchase.
• Re-engaging dormant customers with complementary product offers: To make sure existing customers don’t forget about the brand when they’re next ready to buy, the Nala team built a flow of 8 emails that starts 200 days after their last purchase. It lets customers know what the latest products are, and keeps Nala top of mind at the right time. This flow alone has seen a 125% PoP increase in attributed revenue in the last 90 days.

“As a founder without much background in advertising and marketing, having a platform like Klaviyo that’s so intuitive and easy to use has been invaluable,” says Philip de Winter, co-founder of Nala. “It makes understanding our customer data simple, allows us to connect with customers in a really personal way, and has consistently driven a significant portion of our revenue.”

“Klaviyo is truly best in class for a DTC business like ours, helping us grow and build relationships at scale,” de Winter adds.

Klaviyo is truly best in class for a DTC business like ours, helping us grow and build relationships at scale.