How Marine Layer created their most valuable customers by fixing this common multi-channel problem

Marine Layer is a casual, California-based apparel brand with a relatable origin story: 10+ years ago, CEO Michael Natenshon’s girlfriend threw out his favorite old t-shirt. He wanted to replace it—so he founded a company that made shirts so soft, they felt like old favorites right off the rack.

Since then, he and his team have custom-developed 100+ ultra-soft fabrics, reinvented weekend wear with an emphasis on textile recycling and sustainability, and expanded to 45+ stores.

Marine Layer has two sales channels—brick-and-mortar stores and ecommerce—but needs to present as one seamless brand. After all, that’s how their customers see them.

“The customers shopping on both channels are often our most valued customers,” says CMO Renee Halvorsen.

That posed a challenge to her and the team: How could they create a cohesive brand experience for customers shopping in-store and online?

Prioritize the customer experience 

The key to creating a seamless omnichannel experience has been consolidating all their customer data in one platform: Klaviyo.

This empowered Marine Layer to create a more cohesive omnichannel experience by setting up two welcome flows with different content: one for people who subscribe online, and one for people who do it in-store.

By managing all their marketing and retail channels from one place, they can now track engagement across ecommerce, retail, email, and SMS. This helps them control their messaging cadence, create more thoughtful experiences for their loyal customers, and make better big-picture decisions.

“Having all our data consolidated in Klaviyo makes it easier to ingest performance,” Halvorsen says. “We can look in one place for a read on whether our season is performing and the health of our business.”

Get similar results 

Your business can create a more thoughtful customer journey, too. Here’s how:

• Read the full Marine Layer x Klaviyo case study 
• Learn how they used Klaviyo data to make confident marketing decisions 
• Drive more conversions by adding SMS to your email strategy