Maui Rippers
HISTORICAL E-COMMERCE & EMAIL WORK
Rebuilding a LEGACY for the Next Wave
Storefront design, product storytelling and lifecycle email for an established surf-apparel business. The work brought the Shopify experience, Klaviyo flows and campaign creative into a coordinated plan.
The job: rebuild the storefront, organize the product story and give the email program a clear plan.
Archived project. The current client website has changed since this work was completed.
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 The Shopify store was outdated, analytics tracking was inconsistent, and email marketing lacked structure.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 &
Retention 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.
Each flow had a role in the customer journey. Campaigns were built around a clear next step. From welcome sequences to seasonal drops, we brought lifestyle photography, product storytelling and mobile-first design into the inbox.
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 brought the storefront, product story and email program into one working system. The delivered work included a Shopify rebuild, Klaviyo flows, campaign templates and reporting dashboards, with the brand’s surf roots carried through each.
Ready to build? Let’s talk.