How Ölend carries Klaviyo-attributed revenue to 50% YoY growth
44%
YoY growth in total ecommerce revenue over last 12 months
50%
YoY growth in Klaviyo-attributed revenue over last 12 months
83%
sign-up rate on first K:Social auto-reply campaign
Ölend are a Barcelona-based accessories brand creating bags for everyday life, like their viral Ona bag. More than a decade after launching as a small handcrafted label, they’ve grown into an international, ecommerce-led business spanning Europe, the US, Japan, and Australia.
Learn how Ölend used Klaviyo to professionalise their CRM and supercharge revenue from flows
Challenge
As Ölend expanded internationally, ecommerce became a much stronger focus. Their CRM, Mailchimp, could not keep pace with that shift. It offered basic email sends but lacked the automation, data, and segmentation needed to support a more mature ecommerce strategy.
Another key limitation was that it did not integrate naturally with reviews provider Judge.me or organic social content, and the team wanted a more integrated stack that could connect these channels, build trust, and thereby nurture customers at global scale.
Solution
Ölend switched ecommerce platforms from WooCommerce to Shopify, and upgraded from Mailchimp to Klaviyo at the same time. This delivered a more tightly integrated CRM and ecommerce pairing that could support advanced automation, clearly illustrate revenue attribution, and achieve closer alignment between email, reviews, and organic social activity.
Klaviyo offered the advanced features the team needed, from sophisticated flows to richer performance data, so they could finally see what was working, where to invest in their marketing, and ultimately grow their online audience and sales.
Klaviyo has become the backbone of Ölend’s CRM, with Klaviyo-attributed revenue increasing markedly year on year and helping to fuel the brand’s ecommerce growth as they expand internationally.
Klaviyo has given us the ecommerce capabilities we were missing, from being able to track performance properly to building automated flows and accessing richer data, so we can see exactly what is working and use email as a real growth driver for the brand.
Strategy
Ölend uses Klaviyo to combine high-impact automation with brand-led storytelling, turning new subscribers and social followers into loyal customers through data-driven flows, trusted reviews, and increasingly personalised communication.
- Scaling revenue through flows: Ölend’s most important flow is their welcome series, which features a 10% discount on first purchase and introduces the brand. More recently, Ölend has expanded flows to cover behaviours such as browse and cart abandonment. Automated journeys now account for around 65% of Klaviyo-attributed revenue and total revenue from flows has grown 40% year on year.
- Embedding reviews across the customer journey: Because many customers discover Ölend through Instagram, the brand uses Klaviyo’s integration with Judge.me to pull authentic customer reviews into their flows, reinforcing trust and driving conversions, particularly for first-time buyers who have only encountered the brand via social media.
- Turning Instagram followers into subscribers: With a large, engaged Instagram following, Ölend has begun using K:Social auto-replies to automatically turn a direct message or comment containing a specified keyword into an email subscriber. Ölend first tested this during a new collection launch, capitalising on the interest around the drop to drive list growth, and saw an 83% sign-up rate.
Out of all the options on the market, Klaviyo is the most professional and complete solution, especially for an ecommerce brand that is growing and generating significant revenue.