How Huber Holding drives 91x global Klaviyo ROI across six brands
6
brands using Klaviyo
3x
increase in email revenue for HANRO, SKINY, and HUBER, since migrating to Klaviyo
91x
global Klaviyo ROI over the last 12 months
Huber Holding is a European apparel company founded over a century ago to sell high-end underwear in Austria. Over the years, it has developed a diverse portfolio of underwear and loungewear brands, including HANRO, SKINY, HOM, WOH, GOSSARD, and HUBER. The brands operate across multiple European markets, each with its own audience, identity, and marketing team.
In addition to 72 stores across Germany and Austria, the company boasts a thriving online retail portfolio and uses Klaviyo to manage its customer experience.
Learn how Klaviyo took Huber Holding’s messaging to new levels of efficiency
Challenge
As Huber Holding expanded its digital presence, CRM became an increasingly important revenue driver. However, with multiple brands, ecommerce platforms, and compliance requirements to manage, the group needed a way to consolidate customer data and communications. It was imperative that this was undertaken without sacrificing brand individuality or regulatory standards.
Huber Holding was relying on Mailchimp for messaging, which limited the team's ability to leverage customer data effectively. Ecommerce integration issues meant customer purchase and behavioural data were incomplete or unreliable, making it difficult to move beyond basic list-based campaigns. Customer analysis was limited too with the team relying on standard, but basic tools like Google Analytics 4. The company was also using SMS for the HOM brand, but in a sporadic, uncoordinated way.
This fragmentation also affected personalisation. Without strong segmentation or automation capabilities, customer communications were largely one-size-fits-all. At the same time, GDPR compliance, critical in markets like Germany and Austria, added complexity, especially around consent and lead generation. As the business grew, it became clear that its existing tools couldn’t support a truly customer-centric, data-driven marketing approach across brands.
Solution
In early 2023, Huber Holding decided to migrate all its brands to Klaviyo, replacing Mailchimp. The rollout happened simultaneously across its core brands, ensuring a shared foundation while allowing individual teams to tailor messaging, design, and tone to their audiences.
By late 2025, the company began replatforming its stores to Shopify—driven in part by the seamless integration Klaviyo offered. Throughout the transition, Klaviyo has played a key role in maintaining continuity, ensuring customer data remains connected and usable as brands move between platforms.
Their new Shopify integration and Advanced Klaviyo Data Platform (KDP) is offering previously unimaginable visibility into real-time customer behaviour and purchase history.
Klaviyo has become the central platform for email and SMS marketing, consent management, and customer insights, supporting both day-to-day campaigns and long-term strategic planning. The shift is enabling Huber Holding to take personalisation and segmentation to new levels while also delivering a more in-depth, holistic view of the customer journey.
Klaviyo completely changed how we work with our customer data. The integration with our systems was a real game-changer, and for the first time, we were able to segment and personalise our communications properly.
Strategy
With a solid foundation in place, Huber Holding is focused on building scalable, branded lifecycle marketing using Klaviyo. Key elements of their strategy include:
- Enhancing email messaging: The group has used Klaviyo to refresh its range of core lifecycle flows. These include abandoned cart, browse abandonment, post-purchase care instructions, and AI-powered next order date flows.
- Increased segmentation for better targeting: For the first time, the brands could optimise their campaigns output by segmenting customers by gender, product category, purchase behaviour, and engagement level. These efforts delivered measurable results, helping to achieve a 3x increase in email revenue for HANRO, SKINY, and HUBER, since migrating to Klaviyo.
- Leveraging the Advanced Klaviyo Data Platform (KDP) to optimise communications: This enables the group to undertake funnel analysis and understand how many shoppers convert across stages. For the Huber brands without an external loyalty program, the company uses RFM analysis to identify VIP customers. Huber also uses KDP for data transformation and for tracking audience development and conversion performance in connection with Klaviyo.
- Deploying SMS strategically to enhance email campaigns: After onboarding Klaviyo, Huber Holding integrated SMS messaging into the company’s HOM communications strategy. SMS has been especially successful as the initial lever for pre-access to sales and campaigns.
Klaviyo powers scalable personalisation for Huber Holding, and will continue to do so as the business expands into new channels like WhatsApp, deepens its use of AI-driven insights, and explores integrations like TikTok.
I would absolutely recommend Klaviyo to similar brands. It’s intuitive to use, but still incredibly powerful, and even without deep technical resources, you can access meaningful data and improve your marketing quickly. Klaviyo gives you everything you need to grow in a compliant and scalable way.