Case Study: Evy's Tree (luxury hoodie brand) achieves 50% customer retention with Shopify Plus

How A Luxury Hoodie Company Builds Product Launch Suspense & Uses Rewards to Retain 50% of Customers

Evy’s Tree is a direct-to-consumer brand that sells high-end “named” hoodies designed to build community and emotional appeal. Founder Amy Miraflor grew the business from a garage operation into a brand that stages suspenseful, story-driven product launches (previews, VIP emails, and capped preorders) that create intense traffic spikes and demand — which exposed a need for a reliable, mobile-friendly checkout and a way to preserve a luxury experience during launches.

Evy’s Tree moved to Shopify Plus for scale and reliability, added Shopify Scripts to auto-apply targeted discounts and streamline mobile checkout, and integrated Smile.io for a flexible loyalty program (points for discounts or shipping). The result: retention above 50%, a 58% lift in repeat purchases, a 65% rewards redemption rate, $1,032 monthly ad savings, and an 83x overall ROI — all while maintaining the brand’s premium customer experience.

Evy’s Tree

Samantha Donohue

IT Expert