How Scuffers consolidated email and SMS in Klaviyo and supercharged BFCM with integrated, targeted messaging
3.7x
YoY growth in ecommerce revenue in 2025
4x
YoY growth in Klaviyo-attributed revenue in 2025
53%
of Klaviyo-attributed revenue from automations in 2025
Scuffers is a fast-growing digital-native streetwear brand, founded in Spain in 2018 by teenage entrepreneurs Jaime Cruz and Javier López. The youth-led project has evolved into a dynamic omnichannel retail presence, with four stores across Spain, pop-up spaces in London, Paris and Amsterdam in addition to its online store.
As the brand expanded internationally, Scuffers used owned channels to keep its audience engaged by announcing digital launches, restocks, and time-sensitive promotions.
Learn how Scuffers uses Klaviyo to scale omnichannel communications without operational complexity
Challenge
Scuffers originally migrated to Klaviyo in 2022 to manage email communications, replacing Mailchimp and HubSpot. Their lifecycle marketing stack, however, was still fragmented, with the team using InstaSent for SMS. Running an increasingly international programme with email and SMS on different platforms created friction at a phase of growth where Scuffers needed speed and precision.
Operationally, working across environments slowed execution and made it harder to build an aligned customer journey. The team had to manage separate workflows for email and SMS and piece together performance reporting.
Attribution was also tougher to interpret, as each system claimed credit, making it difficult for the Scuffers team to see a single, objective view of what actually drove results.
The split approach also limited Scuffers’ ability to evolve its communications strategy as the brand expanded. The company relied on urgency and reach for weekly product drops and peak events, but that couldn’t power growth forever. Most importantly, Scuffers needed to have an integrated, holistic CRM with email and SMS fully functioning within Klaviyo in time for the pivotal 2025 Black Friday/Cyber Monday period.
The main challenge was managing multiple platforms, which created operational inefficiencies and higher costs. Having everything under separate environments meant more conversations with providers, increased incident risks, and split budgets.
Solution
Several months before Black Friday 2025, Scuffers began migrating SMS to Klaviyo to deliver an integrated approach in which both channels could complement each other during the brand's peak selling times.
The transition was straightforward and only took a couple of days. As opt-ins were already captured via Shopify, Klaviyo could recognise existing SMS permissions and mirror the core flows Scuffers had built on its previous SMS provider.
Once fully operational, Klaviyo delivered the higher levels of reliability the Scuffers team wanted. Even during the hectic BFCM period, the platform delivered reliable, on-time sending, helping the team coordinate launches at scale. The consolidation addressed the operational inefficiencies and removed any attribution issues. It also delivered new levels of segmentation, while ensuring that oversending ceased to be a concern.
The success of the integrated approach gave Scuffers the confidence to experiment with new tools such as WhatsApp and additional integrations, backed by close support from their Klaviyo customer success manager.
Strategy
Today, Scuffers uses Klaviyo as the hub for its lifecycle and launch communications. The team uses it to respect customers’ inboxes while driving conversion with experiences like:
- Omnichannel VIP-only BFCM journeys: For Black Friday 2025, the team built an omnichannel early-access journey for subscribers and loyal customers, then excluded those recipients from subsequent ‘now live’ messages, reducing fatigue. One early-access email generated around 400% more revenue than the equivalent ‘open to all’ email—a clear payoff for leading with loyal customers. As Scuffers coordinated email and SMS from a single platform, every launch and peak-period campaign was sequenced and measured together.
- Precisely targeted SMS sends during BFCM and beyond: Scuffers treats SMS as a high-impact channel and uses it strategically. The team deploys SMS where urgency matters most, for example, in abandoned cart recovery, and during busy periods such as BFCM, when they use text to focus on ‘super active’ customers who consistently engage and are more receptive to the channel. Scuffers also uses AI-powered channel affinity logic in automations to ensure customers receive more messages on channels where they’re more responsive.
- Intensifying sign-up capture ahead of peak periods: Scuffers uses Klaviyo sign-up forms for always-on capture, intensifying acquisition during peak periods with limited-time offers and dedicated landing pages. Ahead of major events, such as BFCM, the team runs A/B tests by market to see whether shoppers are more willing to opt in via email or SMS, then adjusts the channel strategy accordingly. For instance, recent tests revealed that Spain was a highly receptive market for SMS communications, while Germany and the UK overwhelmingly preferred email as their primary communication channel. Integrations with platforms like Meta lead forms also help ensure new leads flow directly into Klaviyo without manual data movement.
Klaviyo can support both very small and very large brands. You don’t outgrow it. The platform has evolved at the same pace as our growth, and there are always new things to explore.