With Klaviyo, Threadheads grows annual revenue by 6,400%—in less than 3 years

Threadheads launched in 2018 as a small-scale custom t-shirt printing business in the suburbs of Melbourne.

Inspired by 80s and 90s graphic tees, Threadheads’ in-house designers collaborate with some of the world’s most recognisable franchises (think: Astro Boy, Sesame Street, and Harry Potter).

Threadheads has since grown into a booming ecommerce retailer delivering pop culture-powered clothing and accessories worldwide.

Learn how Threadheads translated their offline experience online with Klaviyo’s personalisation tools

Challenge

Early on, Threadheads fostered a loyal following of Melbourne locals. Store managers tailored in-store interactions to the interests of each shopper, helping them find that perfect t-shirt, hoodie, or tote.

But pivoting from offline to online meant Threadheads had to find a way of translating that personalised experience to their ecommerce marketing.

As the brand scaled, Threadheads needed a way to send shoppers personalised product recommendations tailored to their specific interests and behaviours—and also ensure that the customer journey didn’t end with a single sale.

Solution

In 2019, Threadheads turned to Klaviyo’s personalisation tools to create a concierge-style online shopping experience using email and SMS marketing.

With unified customer data at their fingertips, the team gained rich insights into each shopper—like if they’re a film and TV buff or a cat lover, what generation they belong to, and even when they last placed an order.

This unlocked opportunities for powerful audience segmentation and automation sequences that serve the right product to the right customer at the right time—and drive repeat purchases at scale.

By sending targeted messages with a personal touch, Threadheads has grown annual revenue by 6,400% in less than 3 years.

“Since using Klaviyo, we’ve grown from a low 6-figure to an established 8-figure brand in under 3 years,” says Ace Reunis, co-founder and director of Threadheads.

Since using Klaviyo, we’ve grown from a low 6-figure to an established 8-figure brand in under 3 years.

Strategy

With Klaviyo, Threadheads has built an effective personalisation strategy across email and SMS marketing that taps into:

• A/B testing messaging to uncover the insight that funny campaigns drive the most sales. This has enabled Threadheads to ditch pushy sales-focused copy and double down on their playful brand identity.
• Interest-based segmentation to promote limited-edition collab pieces only to shoppers who sign up for exclusive early access. Their tie-dye Barbie print email campaign, launched to coincide with the Barbie movie release, generated an impressive 51% click rate.
• Send time optimisation with Klaviyo’s Smart Send Time to ensure shoppers receive emails when they’re most likely to open them in their unique time zone—a simple yet highly effective way of boosting campaign performance and personalising the shopping experience.

“We’ve seen huge financial success using Klaviyo,” Reunis says. “Not only can we attribute 20% of our annual revenue to Klaviyo, but the platform delivers our most profitable revenue by allowing us to send timely, relevant messages to specific audience segments across email and SMS.”

Not only can we attribute 20% of our annual revenue to Klaviyo, but the platform delivers our most profitable revenue by allowing us to send timely, relevant messages to specific audience segments across email and SMS.