Brief
Structuring Multi-Market Email Growth for a Global Brand
Hatley, a brand recognized internationally for its children's clothing and accessories, mandated Maze to migrate its email marketing platform from Emarsys to Klaviyo. The objective went beyond a simple tool switch: building an email architecture directly connected to the brand's Shopify Plus ecosystem, capable of supporting its growth across three markets.
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Goals
Building a Foundation to Support International Expansion
The goal of the mandate was to establish a bilingual, structured Klaviyo environment for the Canadian account, designed from the outset as a replicable model for the brand's other markets. Rather than a straightforward technical migration, the aim was to give Hatley a solid foundation to standardize its email approach on an international scale.
Tools and partners
Complexity and challenge
Evolving a Critical Tool Without Slowing Growth
Hatley operates across multiple markets, in a bilingual context, with a customer relationship built over many years. The challenge wasn't just switching platforms, but doing so without disrupting that relationship or weakening communication performance during a defining commercial period. The Canadian market, the most advanced of the three, was meant to pave the way for the brand's other markets.
Approach
A Transition Designed to Protect Continuity
Maze first took the time to fully understand Hatley's ecosystem and priorities before acting. The transition was orchestrated to preserve continuity of customer communications throughout the change, prioritizing stability and trust over speed of execution.
Solution
An Architecture Built to Last and to Grow
Maze built a Klaviyo environment tailored to Hatley's bilingual reality, fully integrated with its Shopify Plus ecosystem. Rather than simply replicating what existed, the architecture was designed as a strategic asset, capable of supporting the customer experience long-term and serving as a model for the brand's other markets.
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Results
A Solid Foundation to Support International Growth
Hatley now has a bilingual email infrastructure directly connected to its Shopify Plus ecosystem, designed to be replicated across its other markets. The transition preserved customer trust and communication performance during a critical commercial period, while giving the brand a solid foundation to continue its growth internationally.
“Maze’s expertise with Klaviyo, combined with their ability to manage a complex bilingual reality, was a deciding factor in our decision. We needed a partner capable of structuring this large-scale migration strategy without compromising on quality or performance. This project allows us to build a stronger foundation while better leveraging our data.”
Hatley
