Princess Polly consolidates channels and data in Klaviyo to drive 2.8× global revenue growth

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Princess Polly is a DTC-native fashion retailer that started in a beachside apartment in Australia’s Gold Coast in 2010. Since then, the brand has grown into a global household name, with physical stores in the US and Australia and an international team of more than 300. As a certified B Corp, Princess Polly drives positive, lasting change in the industry, putting people, the planet, and the community first.

Learn how Princess Polly connects in-store, online, and mobile experiences through Klaviyo

Challenge

As Princess Polly expanded globally and introduced physical retail, their customer data became fragmented across multiple systems. Email and SMS lived in separate platforms, making it difficult to understand customer journeys, measure performance, and deliver a consistent experience.

“Our CRM strategy had reached a point where without consolidation, we wouldn’t be able to scale,” says Hilary Castleman, head of CRM at Princess Polly. “When your customers sit across different platforms, you lose visibility on who’s receiving what, when, and where.”

The team also wanted to strengthen customer loyalty by rewarding their most engaged shoppers with early access, exclusive events, and personalised experiences that reflect Princess Polly’s evolution from an ecommerce store into a lifestyle brand.

Solution

In 2025, Princess Polly consolidated their retail and DTC data and core email, SMS and app channels into Klaviyo to create a unified, omnichannel marketing engine. 

“Klaviyo is our central hub for customer data from email, SMS, and beyond,” Castleman says. “It gives us a single source of truth for every interaction and the tools to act on that data in real time.”

By connecting all their channels in one place, the CRM team can now reach customers efficiently on the platforms where they’re most likely to engage. The unified setup eliminates duplicate campaigns and reporting silos, giving the team accurate attribution and real-time insights.

Since consolidating into Klaviyo, Princess Polly has been able to scale their CRM program globally. They’ve expanded into new regions and grown revenue across channels.

Switching to Klaviyo SMS was a major turning point. Supported by Klaviyo B2C CRM’s centralised omnichannel customer data, Princess Polly could deliver more timely, relevant messages—and SMS performance accelerated. The channel is now one of their most effective revenue drivers across regions.

In 2026, Princess Polly will further expand their omnichannel strategy by introducing WhatsApp, adding another high-intent messaging channel to their CRM ecosystem.

Strategy

Princess Polly uses Klaviyo to build a cohesive omnichannel experience that adapts to each customer’s region, loyalty tier, and shopping habits. They rely on the platform to: 

• Drive loyalty through connected experiences: With all customer data unified in Klaviyo, Princess Polly can identify VIP customers based on engagement and spend across email, SMS, and in-store channels—something their previous tools couldn’t do. That insight powers tailored offers, early access, and event invitations that strengthen loyalty.
• Boost retention with omnichannel automations: With all customer data and channels connected in Klaviyo, Princess Polly has built sophisticated multi-channel flows that respond to customers wherever they shop, whether online, in-store, or in-app. In Q3 2025, revenue from flows grew 4× YoY in Australia and the US, and accounted for more than 60% of Princess Polly’s global Klaviyo revenue.
• Craft smart omnichannel strategy with rich customer data: Now that Princess Polly’s Klaviyo customer profiles contain more complete behavioural and transactional data, the team can more accurately forecast customers’ preferred channels and suppress subscribers who are unlikely to engage. The result is more efficient CRM spend and stronger performance across email, SMS, and in-app messaging.

Today, Klaviyo is the backbone of Princess Polly’s global CRM marketing ecosystem, empowering the team to act faster, scale smarter, and deliver experiences that build loyalty worldwide.

Klaviyo B2C CRM is our central hub for customer data from email, SMS, push, and beyond. Its ease of use and the strategic guidance we get from our customer success manager provides a key layer of nuance around our audiences, so we can create a scalable, personalised experience for our global brand.