Enterprise
Filson grows SMS revenue 3.5x YoY and plans to integrate Klaviyo with full CX stack
Customer: Filson
Industry: Apparel
Platform: Shopify
Filson is a heritage brand that has been making apparel, bags, and accessories designed for the demanding conditions of the outdoors since 1897. Originally crafted for pioneers, hunters, and explorers of the Pacific Northwest, Filson’s heritage is rooted in producing durable, reliable gear for those who value quality and craftsmanship.
Today, Filson has grown into a global brand, with stores around the world and a thriving ecommerce business—and they’re using Klaviyo to build a more personalized customer experience at scale.
Learn why Filson chose Klaviyo SMS, and plans to keep plugging new channels into Klaviyo’s B2C CRM
Challenge
Marketing organizations are at a breaking point. AI offers the chance to redefine how work gets done, but most teams lack the resources to seize the opportunity. They’re running leaner, with tighter budgets and mounting pressure to prove ROI, all while buried in manual execution.
B2C brands don’t need another AI tool; they need software that works where they do, understands their brand, and runs campaigns within the guardrails they set.
Marketing Agent delivers exactly that. It’s an autonomous teammate built into the Klaviyo platform that takes on the heavy lifting of manual execution and kickstarts creativity. In minutes, it turns a simple URL into a complete marketing plan with ready-to-send campaigns, flows, and forms. It writes on-brand content, personalizes every send, and keeps improving while you set the guardrails and approval processes.
Solution
According to Klaviyo’s 2025 AI Shopping Index, 63% of consumers expect AI assistants to be a normal part of online shopping by 2026. Delivering on that expectation means marketing and service can’t operate in silos. They have to work together in real time. Customer Agent makes that possible.
As part of Klaviyo Service, alongside Customer Hub and Helpdesk, Customer Agent acts as a personalized 24/7 AI assistant for consumers. It can resolve issues, answer product questions, recommend products, offer expert on-brand advice, and escalate with full context. Embedded directly within Klaviyo’s CRM platform, Customer Agent bridges marketing and service so teams share the same data and full conversation history.
Strategy
Using Klaviyo to manage email and SMS is just a fraction of what Filson does—and plans to do—in the platform. The team sees it as the brand’s future omnichannel data hub, which they can use to. Going forward, FIlson will continue centralizing more customer data in Klaviyo. Swanson is excited.
“Email and SMS are really where we make 1:1 digital connections with customers,” he says. “It’s essential to avoid messages that make our subscribers think, ‘Filson doesn’t know me.’ If we have all the data across systems in Klaviyo, and we know how people are interacting with the brand both positively and negatively, whether that’s through customer service or a retail store, we can create a seamless omnichannel experience that feels personalized—and drive more revenue.”
As a more-than-100-year-old brand, Filson has lifetime loyalists—some with six-figure lifetime values. “They are incredibly loyal and passionate about the brand,” says Filson’s retention marketing manager, Mike Swanson.
But when Swanson started with Filson in early 2023, email was the only retention channel—and the brand had built a huge subscriber list over the years. That meant loyal customers who weren’t glued to their inboxes often could miss out on limited-edition releases.
Swanson saw an opportunity to alert VIPs about time-sensitive offers on SMS, a channel even more visible than email—and start building a cohesive, omnichannel retention experience powered by Klaviyo.