RB Club is a rugby inspired heritage streetwear brand. In the first three months of working together, total sales grew by 422% against the same period the year before. Order volume grew by 384%, new customer volume by 274%, and the returning customer rate by 97%.
None of that came from one tactic. It came from running acquisition, conversion and retention as one system, and fixing them in the right order.
Where it started
The brand had a strong product and a loyal core audience, but growth was being pushed through an ad account that had become too fragmented to learn. Spend was spread across more than eight campaigns, each one too small to give the algorithm a clear signal, and cost per acquisition was sitting at £32.
Email was underused. Open rates were around 19%, and launches were relying on paid traffic on the day rather than demand that had been built and captured in advance.
What we changed
1. The ad account was consolidated
More than eight campaigns were consolidated into a structure built for learning and scale. Measurement moved to first conversion incremental attribution, so decisions were made on new customers acquired rather than on platform ROAS that rewarded returning buyers.
Cost per acquisition fell from £32 to £13. Net new customer acquisition rose by 179%, and the account held a 5.2x return on new customer acquisition cost.
2. List growth that captured demand before it was spent
Klaviyo interactive signup forms were rebuilt to segment visitors at the point of capture. The forms held a steady 11% signup rate and brought in more than 600 new customers, each one arriving inside flows built to convert them.
3. A full Klaviyo flow architecture and campaign calendar
The flows and campaigns were rebuilt and run as a single programme. Email open rates went from 19% to 62%, and email revenue grew by 168% in the first 19 days.
4. The ACR Product Drop Method
Launches were rebuilt around demand that was captured before the drop rather than chased on the day. For AW26 that meant a waitlist, a lookbook, early access and a wishlist, all built and segmented ahead of launch. The SS26 launch produced 465 orders in its first five minutes.
Hats off to Ben. What he has done with the brand in the last 3 months is nothing short of amazing, he has completely turned us around.
Jack, Founder, RB Club
What this means for your brand
- A fragmented ad account cannot learn. Spreading budget across too many campaigns starves every one of them. Consolidation usually lowers CPA before a single new creative is made.
- Measure what you are actually paying for. If the goal is new customers, optimise and report on new customers.
- Launches are won before launch day. The brands that sell out in minutes captured the demand weeks earlier.
If you want to know which part of your own system is holding the rest back, the free ACR Growth Audit scores your Acquisition, Conversion and Retention and shows you where to start.