How Klaviyo Helped SafeStyle On Its Personalisation Vision

66%

YoY growth in Klaviyo-attributed revenue in Q1 2026

150%

YoY growth in SMS revenue in Q1 2026

ROI from Customer Hub in first 4 months with it

Founded in 2018 by Tim Lewis, SafeStyle has redefined traditional safety glasses for the trade, mining, healthcare, and outdoor lifestyle sectors. In eight years, the brand has grown from a bedroom operation to a global organisation with 40 staff, a bustling online store and an extensive network of over 1,900 wholesale stockists across Australia and New Zealand. For years, SafeStyle has used Klaviyo to power smarter digital relationships and fuel sustainable business growth.

Learn how SafeStyle built personalised communications with Klaviyo to fuel expansion

Challenge

Throughout communications with customers, SafeStyle aims to showcase aspirational ways their products can be used in work and weekend environments.

But when SafeStyle rapidly scaled from a local startup to a national business, they needed a way to better understand their diverse customer base of tradies, healthcare pros, sport lovers and outdoor adventurers. Each type of customer has different needs and preferences, but Mailchimp stood in the way of SafeStyle achieving these goals.

With Mailchimp, SafeStyle could only target customers very broadly, which meant sending large swathes of people irrelevant information. What’s more, they had no way of identifying customers that were high churn risk or high value to encourage them to stay.

Solution

SafeStyle needed a personalisation engine to remain helpful and relevant to different types of customers, and so started working with Klaviyo.

With Klaviyo, SafeStyle laid a foundation for personalised communication by syncing their data from their welcome quiz, Shopify store and more into rich customer profiles. Each customer profile contains useful information about who the customer is, what they do, and what they like to browse and buy.

With rich customer data as the foundation, SafeStyle began using Klaviyo’s audience segmentation, email marketing and automated flows (including cart abandonment and welcome series flows) to build personalised communication that was scalable, relevant and helpful.

It wasn’t long before SafeStyle brought SMS on board with Klaviyo to supplement email marketing, and then in 2026, SafeStyle started using Klaviyo’s Customer Hub, which provides on-site product recommendations, support and loyalty information in real time to customers browsing the website.

“If you have many platforms for different purposes, things get lost in translation and data drops off,” said Sergey Ponomarenko, ecommerce manager, SafeStyle. “Having everything in one place in Klaviyo gives us a cohesive, 360-degree view of our customer.”

Strategy

SafeStyle’s overarching strategy with Klaviyo has been to create a cohesive customer experience across web, email and SMS with three main tactics:

Driving high average order values through Customer Hub: Klaviyo’s self-service customer portal on the SafeStyle website helps customers track orders, view loyalty points, access wishlists, and see product recommendations in one place. This has driven a 307% return on investment and a 37% higher average order value compared to standard email campaigns.
Making strategic, data-driven offers: Using Klaviyo Marketing Analytics, SafeStyle gained deep visibility into which customer segments and campaigns were actually driving revenue. They used these insights to power dynamic next-best product recommendations and win-back flows for high-risk customers.
Personalising email and SMS: By targeting customers based on their preferred use case, product category, and churn risk, SafeStyle made their messaging more relevant — and revenue from flows grew 183% year on year in Q1 2026.

“Klaviyo is the only true B2C CRM — it’s so powerful and yet so easy to use,” said Jaxon McInnes, digital marketing manager, SafeStyle. “Marketers have been talking about personalisation for a decade, but with Klaviyo, we’ve finally achieved that ultimate state of personalisation. Given how much revenue it has driven, it’s been a total no-brainer for our business, particularly as we plan to scale internationally.”

# SafeStyle’s clear vision with Klaviyo drives 61% ecommerce growth year on year **66%** YoY growth in Klaviyo-attributed revenue in Q1 2026 **150%** YoY growth in SMS revenue in Q1 2026 **6x** ROI from Customer Hub in first 4 months with it Founded in 2018 by Tim Lewis, [SafeStyle](https://safestyle.com.au/?srsltid=AfmBOoqrGNwIkNBa9pKkpDWwqk6LQNif72EMvvX_QMS3G5GsRg2ujh0-) has redefined traditional safety glasses for the trade, mining, healthcare, and outdoor lifestyle sectors. In eight years, the brand has grown from a bedroom operation to a global organisation with 40 staff, a bustling online store and an extensive network of over 1,900 wholesale stockists across Australia and New Zealand. For years, SafeStyle has used Klaviyo to power smarter digital relationships and fuel sustainable business growth. ## Learn how SafeStyle built personalised communications with Klaviyo to fuel expansion ## Challenge Throughout communications with customers, SafeStyle aims to showcase aspirational ways their products can be used in work and_ _weekend environments. But when SafeStyle rapidly scaled from a local startup to a national business, they needed a way to better understand their diverse customer base of tradies, healthcare pros, sport lovers and outdoor adventurers. Each type of customer has different needs and preferences, but Mailchimp stood in the way of SafeStyle achieving these goals. With Mailchimp, SafeStyle could only target customers very broadly, which meant sending large swathes of people irrelevant information. What’s more, they had no way of identifying customers that were high churn risk or high value to encourage them to stay. ## Solution SafeStyle needed a personalisation engine to remain helpful and relevant to different types of customers, and so started working with Klaviyo. With Klaviyo, SafeStyle laid a foundation for personalised communication by syncing their data from their welcome quiz, Shopify store and more into rich customer profiles. Each customer profile contains useful information about who the customer is, what they do, and what they like to browse and buy. With rich customer data as the foundation, SafeStyle began using Klaviyo’s audience segmentation, email marketing and automated flows (including cart abandonment and welcome series flows) to build personalised communication that was scalable, relevant and helpful. It wasn’t long before SafeStyle brought SMS on board with Klaviyo to supplement email marketing, and then in 2026, SafeStyle started using Klaviyo’s [Customer Hub](https://www.klaviyo.com/products/customer-experience-hub), which provides on-site product recommendations, support and loyalty information in real time to customers browsing the website. “If you have many platforms for different purposes, things get lost in translation and data drops off,” said Sergey Ponomarenko, ecommerce manager, SafeStyle. “Having everything in one place in Klaviyo gives us a cohesive, 360-degree view of our customer.” ## Strategy SafeStyle’s overarching strategy with Klaviyo has been to create a cohesive customer experience across web, email and SMS with three main tactics: - **Driving high average order values through Customer Hub: **Klaviyo’s self-service customer portal on the SafeStyle website helps customers track orders, view loyalty points, access wishlists, and see product recommendations in one place. This has driven a 307% return on investment and a 37% higher average order value compared to standard email campaigns. - **Making strategic, data-driven offers: **Using Klaviyo [Marketing Analytics](https://www.klaviyo.com/products/marketing-analytics), SafeStyle gained deep visibility into which customer segments and campaigns were actually driving revenue. They used these insights to power dynamic next-best product recommendations and win-back flows for high-risk customers. - **Personalising email and SMS: **By targeting customers based on their preferred use case, product category, and churn risk, SafeStyle made their messaging more relevant — and revenue from flows grew 183% year on year in Q1 2026. “Klaviyo is the only true B2C CRM — it’s so powerful and yet so easy to use,” said Jaxon McInnes, digital marketing manager, SafeStyle. “Marketers have been talking about personalisation for a decade, but with Klaviyo, we’ve finally achieved that ultimate state of personalisation. Given how much revenue it has driven, it’s been a total no-brainer for our business, particularly as we plan to scale internationally.”