Case study
May 24, 2026
How UnderOutfit achieved 106X on ROI by Using Klaviyo and Konfeti AI
UnderOutfit was founded to put women first — with bras designed for real comfort, real bodies, and real life
UnderOutfit was founded to put women first — with bras designed for real comfort, real bodies, and real life. After decades in the industry, they ditched the shortcuts and middlemen to create pieces that feel as good as they look. No compromises. Just expertly crafted support where it matters most.
INDUSTRY
E-commerce
email PLATFORM
Shopify
Location
Global, USA
Background
UnderOutfit built a strong brand by doing everything right: They structured a powerful strategy through Klaviyo. The brand realized that their segments and flows were indeed driving value, and that they needed to activate an AI scoring system.
Solution
By launching AI driven segments and flows with Konfeti designed to prioritize simplicity for their customers, the brand offered segments that intelligently adapted to shopper behavior. The goal was to engage a high percentage of customers and drive meaningful on site activity.
Result
UnderOutfit has already achieved a 106X ROI. The brand has seen a 12.6% increase in add to cart events, leading to a significant rise in email touchpoints and on-site activity.
“We realized early on with Mailability.io that scaling wasn’t just about sending more emails - it was about sending smarter ones. Using AI driven insights helped us understand our shoppers better, time our messages perfectly, and unlock real growth.“
Felix Lensho
Founder and CEO, UnderOutfit
