Maui Rippers
From Local Mom & Pop brand to Global Boardshort Legacy
Rebuilding a LEGACY for the Next Wave
Maui Rippers came to us with two decades of surf credibility but a digital presence stuck in the past. Their gear was top-tier, built for lifeguards, surfers, and everyday beachgoers — but their site and marketing systems weren’t keeping pace with their global audience.
Our mission: transform their legacy brand into a modern, high-converting digital powerhouse.
The Challenge
Maui Rippers had a loyal customer base and strong product catalog, but their digital ecosystem wasn’t built to scale. The Shopify store was outdated, analytics tracking was inconsistent, and email marketing lacked structure. Despite premium-quality boardshorts and years of trust from beach lifeguards, their online sales didn’t reflect their reputation.
We needed to modernize the brand experience — create a seamless, high-performance e-commerce environment that could drive DTC growth, improve retention, and tell a more authentic story.
The Approach
We started with a full audit of their digital landscape — diving deep into conversion data, user behavior, and marketing performance.
From there, we built a growth roadmap centered around three key pillars:
1. Brand Consistency — Updated design language, imagery, and copy to reflect the rugged, functional surf lifestyle.
2. E-commerce Optimization — Rebuilt the Shopify experience from the ground up, focusing on mobile UX, speed, and CRO fundamentals.
3. Lifecycle Marketing — Introduced automated Klaviyo flows for welcome, browse, abandoned cart, and post-purchase, creating a full-funnel retention system.
Our process blended creative direction, UX strategy, and performance marketing — designed to give Maui Rippers the foundation of a modern outdoor brand.
We took scattered assets, chaotic taxonomy, and a vague brand identity — then delivered record sales, surging organic traffic, and a unified digital presence in just six months.
The Build
We rebuilt mauirippers.com with a streamlined, modular Shopify 2.0 framework, enabling flexibility for campaigns and seasonal drops.
We implemented AI-optimized metadata and structured schema to strengthen organic visibility, built custom Klaviyo automations, and integrated analytics for advanced tracking across all sales channels.
Deliverables included:
Full Shopify rebuild with optimized UX/UI
Site-wide SEO & AIO architecture and metadata system
Brand voice & visual guidelines refresh
Lifecycle and retention email systems via Klaviyo
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Maui Rippers had an audience — but no system to turn casual buyers into repeat customers. Email was reactive, inconsistent, and missing the brand's coastal confidence. Flows were basic, campaigns were sporadic, and there was no clear strategy connecting storytelling to revenue. The inbox presence didn't match the strength of the product.
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We built a retention engine from the ground up. A complete Klaviyo ecosystem designed to guide customers through every stage — from first discovery to loyal advocate. Each flow was crafted with surf-driven storytelling, bold visuals, and strategic segmentation that speaks directly to lifeguards, surfers, and everyday adventurers. Every email became a brand touchpoint, not just a sales pitch.
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The Results
Within 30 days, Maui Rippers went from invisible to essential:
64.65% open rate — a 27.86% jump, ranked "Excellent" by Klaviyo
4.73% click rate — consistently above industry benchmarks
$0.16 revenue per recipient — driven by strategy, not volume
The inbox became a conversion channel. The brand became a lifestyle. And the community started showing up — not just to buy, but to engage.
Email Marketing &
Rentention Systems
BORN LOCAL X SPREAD GLOBAL
Maui Rippers' email program didn't need a refresh — it needed a foundation. We built a complete retention ecosystem designed to convert first-time buyers into lifelong fans, one strategic touchpoint at a time.
Every flow tells the brand story. Every campaign drives action. From automated welcome sequences to seasonal drops, we reimagined how Maui Rippers shows up in the inbox — bold lifestyle photography, surf-driven storytelling, and mobile-first design that performs as well as it looks.
These numbers didn't come from volume — they came from precision. Strategic segmentation. Consistent testing. Clear creative direction. The result: a community that doesn't just buy from Maui Rippers — they rep it.
Deliverables:
Complete Klaviyo retention architecture — Welcome, Browse Abandonment, Cart Recovery, and Post-Purchase flows
Brand-aligned email templates built for mobile engagement
Dynamic segmentation for lifeguards, surfers, and coastal adventurers
Campaign calendar and performance dashboards
Performance Results (Last 30 Days):
64.65% average open rate — +27.86% growth, ranked "Excellent" by Klaviyo
4.73% click rate — above industry benchmark
0.21% placed order rate, ranked "Excellent" by Klaviyo
$0.16 revenue per recipient, ranked "Excellent" by Klaviyo
The Takeaway
This project represents the best of what Seeker Creative does — transforming legacy brands into digital leaders through design, data, and storytelling. Maui Rippers now stands as a global boardshort brand with the infrastructure to grow for the next decade.
Ready to build? Let’s talk.