Background

Founded by brothers Arthur and Daniel Chmielewski in 2006, HAVEN has built a reputation for blending functional design with urban sensibility. Based in Vancouver, the brand draws from both streetwear culture and outdoor durability, offering men’s lifestyle apparel that’s built to perform and crafted to last. With a loyal following and a growing global presence, HAVEN was ready to deepen its digital engagement. However, their existing email infrastructure lacked personalization and lifecycle alignment, leaving significant untapped revenue and retention potential.

Approach

We implemented a refined email marketing strategy that reflected HAVEN’s core values: minimalism, craftsmanship, and purpose. The foundation of this approach was a series of lifecycle-driven flows tailored to different stages of the customer journey. From the moment of sign-up, subscribers entered a thoughtfully composed welcome series that introduced HAVEN’s design philosophy and unique product offerings. Abandonment and browse flows were built with behavioral logic that responded to specific user actions, reinforcing intent with timely reminders and curated product suggestions. We emphasized clear, clean design in all emails — mirroring the brand’s aesthetic — and enriched the customer experience with subtle storytelling that positioned HAVEN as more than just a clothing brand, but a lifestyle rooted in innovation and quality.

Results

This strategic overhaul led to an 83% increase in revenue, fueled by higher engagement, improved conversion rates, and repeat purchases. The seamless alignment between email content and brand ethos created a frictionless experience that spoke directly to HAVEN’s customer base. By combining design authenticity with data-driven targeting, we helped HAVEN elevate its digital presence while reinforcing customer loyalty — setting the stage for continued growth in a highly competitive apparel space.