Nab Leather

nableather.com

Partners

Klaviyo®
Shopify Plus®

Industry

Accessories

Services

Email Marketing CRM Management

Partners

Klaviyo®
Shopify Plus®

How a Canadian Leather Brand Built a Brand Voice, Rebuilt Its Flows, and Prepared for Its First Agency-Led BFCM

✅ Brand voice developed from scratch — playful, educational tone established for a brand that had never defined one
✅ All flows rebuilt and consolidated — legacy flows from previous agencies and DIY efforts drafted, replaced with a unified system
✅ BFCM campaign architecture designed with phased rollout strategy, countdown banners, engraving deadlines, and shipping cutoff sequences
✅ Women’s segment identified through predictive analytics after new product line launch revealed cross-purchase behavior
✅ Deliverability hardened pre-BFCM through list cleaning, engagement-based segmentation, and reduced send volume in October

01

Challenge

Challenge

You make belts that last a lifetime. Vegetable-tanned leather, no chrome. Canadian-made, family-run, started at flea markets. Your customers are the buy-for-life crowd—mature professionals who care about quality and are willing to pay for it.

But your email program has never matched the product. There’s no defined brand voice. The flows are a patchwork of whatever the last agency left behind and whatever you built yourself when you had time. You’re doing $80–100K a month on Shopify, growing into women’s products, and about to go through your first Q4 with a dedicated email partner.

The opportunity is real: 65% gross margins even at 40% off, a mystery box that clears old stock, a new engraving service launching just in time for holiday gifting, and a customer base where women buying for men is a stronger purchasing pattern than anyone expected. But none of that translates to email revenue if the foundation isn’t there.

02

Strategy

Strategy

Brand Voice Built From the Ground Up

Nab had never established a definitive brand voice. The onboarding process identified the tone: playful and engaging without being frivolous. Dad jokes, puns, and personality—the kind of copy that breaks inbox patterns and builds relationships instead of just pushing product. Educational content around leather care, the vegetable tanning process, and the origin story gave the email program substance beyond promotions.

Flows Consolidated and Rebuilt

Legacy flows from a previous agency, plus DIY flows the founder had built, were all still running in the background. Some had been live for years doing nothing. The entire flow architecture was audited, legacy flows were drafted, and a unified system was implemented: welcome series, browse and cart abandonment, post-purchase with leather care education and sizing guidance. Customer tagging ensured no overlap between sequences.

Women’s Segment Unlocked a New Revenue Pattern

The launch of a women’s collection revealed something unexpected: women who came to the site bought for themselves, and then frequently bought for their husbands. Men rarely bought for women. Klaviyo’s predictive analytics were used to build a women’s segment, allowing targeted campaigns for the new collection while leveraging the cross-purchase behavior that was already happening organically.

BFCM Designed Around Business Reality

A 40% site-wide sale running for four weeks needed structure to maintain urgency. The strategy included phased product rollouts to avoid discounting everything on day one, countdown banners across all flows with hard deadlines, and a campaign sequence that escalated from early access through Black Friday Eve, midnight launch, limited stock alerts, Cyber Monday extension, and Cyber Week.

Engraving—a brand-new service—got its own deadline sequence: order by a specific date if you want personalization for Christmas. Shipping cutoffs were layered on top. The free wallet with $200+ purchase was reserved for Cyber Monday as an additional incentive to keep momentum after the main sale.

got a

Marketing

project?

Fill in the form or give us a call; we will get back to you shortly

info@arcadymedia.com +1 (877) 908-8005