How John Varvatos Turned
an Inventory Problem
Into a 23% Sales Lift
- Retail: Clothing & Fashion
- North America
Story Overview
John Varvatos is a premium menswear brand that relies on deep customer insights across both retail stores and eCommerce to drive sales and loyalty. The company faced a challenge because its in-store and online data were siloed, leading to ineffective, untargeted marketing campaigns. By integrating KWI with Klaviyo, the brand unified customer data into a single view, enabling more precise and timely marketing efforts. This allowed them to target specific customers likely to purchase excess inventory—such as larger-size Henley sweaters—during a strategically chosen holiday period. The result was a 23% increase in sales for that product and full inventory sell-through without broad discounting. Overall, the integration enabled more efficient, data-driven marketing and turned a potential inventory issue into measurable business success.
About John Varvatos
John Varvatos is an iconic American menswear brand known for its rock-and-roll sensibility and refined aesthetic. With a loyal customer base spanning in-store and online channels, the brand depends on a precise understanding of customer behavior to drive both sales performance and long-term brand loyalty.
The Challenge
For multi-channel retailers like John Varvatos, effective marketing depends on a complete picture of not only how customers shop – across every store location and online – but also insights into their product preferences. When in-store and eCommerce purchase data live in separate systems, marketing teams are working with incomplete information. Campaigns reach the wrong customers. High-value buyers get the same message as first-time visitors. And moving slow-moving inventory means resorting to broad promotions rather than targeted, data-informed outreach.
John Varvatos needed a way to bring that data together and act on it quickly.
The Solution
KWI and Klaviyo give John Varvatos’ marketing team a unified view of customer behavior across every channel. By syncing customer profiles and purchase history from KWI directly into Klaviyo, the team can see the full picture of how each customer shops – in-store and online – and use that data to build precise, timely campaigns.
When the team identified excess inventory in larger-size Henley sweaters heading into a key holiday weekend, that capability was put to immediate use. They identified customers with a documented history of purchasing similar products, built a targeted email segment, and timed the campaign around an incoming holiday storm weekend – a moment when those specific customers were most likely to act.
No IT project. No manual data export. The purchase history was already in KWI, and the integration put it to work in Klaviyo.
The Result
The campaign delivered a 23% increase in sales of that specific sweater style and a clean inventory sell-through, with no broad discounting required.
In the words of Nick Barbarise, North America IT Director, John Varvatos/All Saints:
“Through the John Varvatos KWI–Klaviyo connector, we’re able to activate highly targeted, data-driven marketing built on real customer purchase behavior. When we identified excess inventory in our larger-size Henley sweater, we analyzed historical sales patterns to pinpoint the customers most likely to respond.
We then launched a personalized email campaign timed strategically around a key holiday storm weekend, when demand for seasonal knitwear was naturally elevated.
The result was a 23% lift in sales of the Henley sweater and a highly efficient inventory sell-through—demonstrating how the right blend of customer insight, timing, and technology can translate directly into meaningful business impact.”
What Makes It Possible
The KWI Klaviyo integration brings omnichannel data together in one place, unifying in-store and online purchase behavior into a single customer record. Marketing teams can build targeted email and SMS campaigns, trigger automated flows, segment by lifetime value and purchase history, and identify the right customers to support sell-through of slow-moving inventory, all based on a complete picture of how customers actually shop across every channel.
For John Varvatos, that meant turning a potential inventory problem into a precise, measurable marketing result.