Four years flat. Then +54% in twelve months.
U.N. Luggage's online sales hadn't grown in four years. Here's how better email and a new Shopify store changed that.
- Client
- U.N. Luggage, Winnipeg
- My role
- Shopify Growth Partner
- Tools
- Shopify + Klaviyo
- Time
- Last 12 months
A good store that stopped growing.
U.N. Luggage is a luggage and travel store in Winnipeg. The team knows its products and has loyal local customers. But its Shopify store had been quietly falling behind for years.
From 2021 to 2024, online sales landed in the same narrow range every year. Four years with no real growth. Not shrinking, but not moving either.
The team ran everything online themselves, between serving customers in the store. Email felt like a chore. They knew Klaviyo could do more. They just didn't have time.
That's where I came in.
Not shrinking. Not moving.
Make email a real source of sales.
Klaviyo was already set up. Nobody had time to use it well. So the first six months were all about email.
Rebuilt the automatic emails
The welcome and abandoned checkout flows were running, but not working well. I rebuilt both. Then I added three new ones: abandoned cart, browse abandonment and post-purchase.
Replaced the signup popup
The old popup turned just 0.1% of visitors into subscribers. I built a new one, plus forms for special campaigns. Signups went from 450 to over 6,400 in a year.
Sent to the right people
Instead of sending every email to the whole list, I sent to smaller groups who were most likely to open. We sent more often, and more people opened and clicked.
Gave people a reason to open
Emails stopped being only sale announcements. Product guides, how-tos and brand stories now go out alongside the deals.
Emails I designed and sent · Real U.N. Luggage campaigns, built in Klaviyo.
Rebuild the store.
By early 2026, email was growing fast. Now the old website was holding sales back. The theme was dated, it was hard to use on a phone, and every change was a fight. So I rebuilt it on a modern Shopify theme.
Faster and easier to shop
The new store is quicker, cleaner and built around how people actually shop. Especially on phones.
Easy to keep improving
Since launch, I've shipped improvements almost every week to turn more visitors into buyers.
Live at unluggage.com. Built on Shopify, grown with Klaviyo.
The numbers, twelve months later.
After four years stuck in the same place, the last twelve months look very different.
Online sales
Across the whole store, after the email rebuild and the new site.
- +54%Online revenue
- +65%Online orders
- +31%Conversion rate
- +35%Mobile conversion
- +74%Shoppers reaching checkout
- +26%Store visits
Klaviyo went from a side job to a major source of sales.
- +1,480%Revenue from automatic emails
- 95×Welcome series growth
- +117%Campaign revenue
Campaign open rate doubled, from 30.5% to 63.5%. Automatic flows grew from 4 to 8. The welcome series became the biggest source of automatic email sales.
Email list
A growing list made everything else possible.
- +2,948%New subscribers
- 7,194Added in 12 months
- 14×Popup signups
Results over the last twelve months, from Shopify and Klaviyo reports.
- In progress
A custom loyalty program
A loyalty app built just for U.N. Luggage, replacing a paid subscription. Better rewards, lower cost, better data.
- In progress
AI product search
Helps shoppers find the right bag for their trip, not just the one that matches a keyword.
- Every week
Store and email improvements
Landing pages, product page updates, checkout fixes and smarter email groups.
Think your store has another gear?
Book a free 30-minute call. We'll look at your store together, and you'll leave with a clear next step.
Book a 30-min callFree. No pitch. I reply within a day. Or email merak@merakleedesign.ca