CASE STUDY / IVY CITY
How Ivy City tripled flow revenue in 90 days
Ivy City is a Utah family apparel brand known for its matching "mom and me" dresses, with prints designed in-house and sizing from 0-3 months to 5X. A promo-heavy 2025 had trained their customers to wait for a sale, and the in-house team didn't have the bandwidth to reset that. FlowCandy rebuilt the flows, moved the campaigns off constant discounting, and handed the system back for their team to run.
3x
Flow revenue
in 90 days
$618K+
Flow revenue
generated
41% ➔ 62%
Flows' share of
email & SMS revenue
INDUSTRY
Women's & family apparel
TIMEFRAME
90 days, start to
handover
FLOWS BUILT & REWORKED
10
FLOWCANDY ' S ROLE
“[Placeholder — two to three sentences from the client on what the rebuild changed and what it's like running the system in- house.]”
Niki Sawyer
[Title], Edie Parker
THE CHALLENGE
A brand that trained its own customers to wait
Promo-heavy, every send
2025 leaned hard on discounts, so customers learned to hold off and wait for the next sale. That trained the list to ignore full price and chipped away at the premium feel the brand was built on.
Flows that fought each other
The core flows were split awkwardly between email-only and email-plus-SMS paths, with filters that overlapped across the welcome, browse, cart, and checkout journeys. Subscribers got pulled out of the welcome sequence partway through by a regular campaign send.
Run in-house, without the bandwidth
Email had been brought in-house, but the team didn't have the time or system to run it well. Segmentation was reaching unengaged and non-opted-in subscribers, with no scalable setup to build on.
THE GOALS
Rebuild for retention, not another sale
GOAL #1
Rebuild the core flows around real customer behaviour and fix the segmentation feeding them.
GOAL #2
Move the campaigns off constant discounting toward a nurture-led calendar that rebuilds trust and protects full-price sales.
GOAL #3
Put a scalable Email Design System and clear reporting in place, then hand the whole thing to Ivy City's team to run.
THE APPROACH
Rebuilt from the journey up
We started with a full journey map, then rebuilt the account against it. The core flows were reworked and the missing ones built: welcome, browse, cart, checkout, post-purchase, winback, and more, each mapped to a real customer behaviour instead of a calendar. We cleaned up the segmentation, rebuilt the opt-in forms for compliance, and added a sunset flow to keep the list healthy on its own.
On the campaign side, we moved Ivy City off volume discounting toward a segmented, nurture-led calendar that brought their signature pink back in a more grown-up way. Every send was built on a new Email Design System, saved as reusable Klaviyo blocks so the team could keep it on brand. We trained them and handed the system over to run in-house.
Emails Built
A few of the flows as subscribers received them, built on Ivy City's new Email Design System.
THE RESULTS
90 days later
3x flow revenue
Rebuilt flows tripled flow revenue, $618K+ across the engagement.
Total email & SMS revenue doubled
Roughly 2x account-wide across the engagement.
10 flows built and reworked
A full retention system, plus a Figma Email Design System for the team to run in-house.
41% ➔ 62% of revenue from flows
Flows went from a minority of email and SMS revenue to the clear majority.
A loyalty layer that activates the program
New rewards and points flows turned an underused loyalty program into a working retention driver.
RESOURCES
Level Up
Ivy City came to us with the basics and left with a full system. See where your account stands.
Journey Map
Every flow we built maps back to a real customer behaviour, in one clear view.
Email Design System
Keeps every send on-brand and lets the team build without starting from scratch.
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Good See Co.
Built a $217K+ retention engine in 90 days, from scratch.
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