How Laura James saw Klaviyo-attributed revenue rocket 254% YoY, with email and SMS

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Created in 2013, Laura James is a modern home and garden furniture brand that creates stylish, high-quality yet affordable collections, sold exclusively via its website. Its sophisticated ecommerce presence and focus on community-building has enabled the company to cultivate a loyal customer base that engages beyond transactions. Maintaining those relationships has been largely driven by the team’s creative and imaginative use of Klaviyo’s sophisticated messaging platform. 

Discover how Laura James leveraged Klaviyo’s omnichannel tools to deepen relationships and amplify growth

Challenge

As a Shopify Plus merchant, Laura James was initially relying on the platform’s built-in email marketing capabilities. While this offered a good starting point, the brand soon outgrew this native functionality and needed greater design flexibility with their emails, so they could better reflect the brand’s premium aesthetic. 

The company was looking for a strategy to expand their customer base. They were also looking for deeper insights into email performance, with teams struggling to track fundamental metrics like revenue attribution and click-through rates. This made it difficult to optimise their efforts effectively. 

After evaluating alternative solutions, the brand recognised Klaviyo’s potential to address these challenges and deliver online growth. The company’s needs were threefold: to replace rigid templates with a sophisticated design system, implement true lifecycle marketing automation, and gain the analytics to prove ROI. 

These challenges became more pressing when they recognised their SMS marketing platform was operating in complete isolation from email, creating disjointed customer experiences.

Solution

Laura James’ transition to Klaviyo transformed their marketing operations across every level. 

The intuitive drag-and-drop editor finally gave their creative team the freedom to build properly branded campaigns without developer support, while still benefiting from Klaviyo’s template library when speed was essential. 

Many of the team’s decisions were based on intelligence displayed by Klaviyo’s analytics dashboard. This offered greater insight into performance, highlighted exactly which campaigns drove revenue, and showed how different segments engaged. This data-driven approach enabled continuous optimisation of their strategy.

The final piece came when they migrated their SMS marketing to Klaviyo, igniting a 51% growth in SMS subscriber list during H1 of 2025. Overall, this contributed to an impressive 254% YoY growth in Klaviyo-attributed revenue for the first half of 2025.

Klaviyo gave us the design freedom, automation power and analytical insights we’d been missing. What began as an email solution has become the foundation of our entire customer communication strategy.

Strategy

Laura James’ strategy focused on authentic engagement with their customers and fans. Highlights include:

• Automation for always-on engagement: Laura James used Klaviyo’s automated flows, including welcome journeys, cart abandonment, and post-purchase emails, to deliver timely, personalised messages that reflect each customer’s browsing and purchasing behaviour. 
• Segmentation for precision targeting: Advanced segmentation has enabled the Laura James team to reach only the most relevant audiences, such as engaged customers or those showing interest in specific product categories. This approach maintains high open and click rates while building trust and loyalty.

The company plans to continue developing its use of Klaviyo by expanding into WhatsApp and RCS (SMS 2.0) while deepening AI-driven personalisation.

Klaviyo is a core part of our marketing tech stack. Email and SMS have become critical channels for customer engagement and retention. Klaviyo continues to help us grow those channels with powerful tools, clear analytics and seamless integration with our wider strategy.