P.E Nation drives 35% of ecommerce revenue through Klaviyo by unifying customer data
35%
of total ecommerce revenue attributed to Klaviyo in 2025
22%
year-over-year increase in SMS average order value (AOV) in 2025
28%
increase in SMS subscribers in 2025
P.E Nation specialises in premium athleisure, blurring the line between technical activewear and fashion-forward streetwear. Founded in 2016 in Australia by Pip Edwards and Claire Tregoning, the brand was born from a mission to create a functional yet stylish weekend uniform for modern women. In nearly a decade of business, the brand has expanded from a Sydney-based startup to a global force, retailing through three physical stores and a wholesale network alongside their primary ecommerce channel. For years, they have used Klaviyo to power smarter digital relationships and maintain their premium brand status.
Learn how P.E Nation used Klaviyo to stand out to their audience and drive retention through personalisation
Challenge
With the athleisure space growing more crowded, P.E Nation needed to stand out to drive global loyalty—and introduce their brand to new Gen Z prospects to drive new customer acquisition.
As such, P.E Nation needed a way to deliver relevant personalised messaging across different regions across the world and to customers at different stages of their lifecycle. However, the way P.E Nation collected customer data made understanding overall behaviour a challenge.
“Our main challenge was that we were running multiple storefronts across different regions, which meant our customer data was sitting in silos,” said Kel Hannon, ecommerce and trading manager at P.E Nation. “We didn’t have a clear, holistic view of how a customer was interacting with the brand globally. To grow, we knew we had to move away from a one-size-fits-all approach and start delivering a more personalised experience.
Solution
P.E Nation consolidated their global customer data into Klaviyo, achieving clear insights into the behaviours and preferences of their customers worldwide.
Using insights into customer behaviour, P.E Nation worked with digital marketing agency KlewdUp to set up 60 flows in Klaviyo. These flows send email and SMS messages—sometimes both within one automation sequence—to promptly touch base with customers, for example after they sign up for an account or abandon a browsing session. Now, with flows and targeted Klaviyo campaigns, the team tailors every message they send to customer preferences and customer journey strategy.
Strategy
P.E Nation drove 35% of total ecommerce revenue in 2025 with Klaviyo, supported by a strategy focused on hyper-personalisation. Pillars of this strategy included:
- Driving repeat purchases through product-relevant messaging: The brand uses Klaviyo to turn one-time shoppers into repeat customers by tailoring the post-purchase experience to the SKU bought. Instead of a generic “thank you”, customers receive content relevant to their specific purchase, such as styling tips for a new pair of leggings, which builds a deeper brand connection and encourages the next sale. With this approach, P.E Nation saw 9% of newly acquired customers during Black Friday make an additional purchase.
- A/B testing communications in different regions: Working with KlewdUp, the team treats every campaign as a learning opportunity, using Klaviyo to A/B test subject lines, send times and format length, and to generate copy through AI. The team found, for example, that long-format comms drives 9% more click throughs to the website. This data-led approach ensures they aren't guessing what works, but rather doubling down on the tactics that drive the highest engagement and revenue.
- Personalising messaging during Black Friday: On Black Friday in 2025, the brand offered 24-hour early access to VIP customers—defined through Klaviyo as customers with three or more purchases in a year. For new bargain-hunting customers, P.E Nation used specific post-purchase flows to educate these shoppers on product quality and fit. Targeting loyal and new customers in this way contributed to an 18% YoY increase in Black Friday gross profit.
Our biggest win with Klaviyo is the ability to communicate with our customers no matter where they are in their journey. That level of connection is vital for maintaining our premium brand status and driving repeat business in a competitive market.