E-Commerce
HUUG
A closer connection between the way the brand sells and the way customers buy.
The business context
HUUG is a New York-based intimates brand. Its ecommerce experience needs to help customers navigate styles and pack sizes while keeping the brand's character intact. That work continues into the messages customers receive before and after a purchase.
The question
How do you make a product range easier to choose from and keep the shopping experience and email program working together as the business develops?
HUUG needed a team that could move between custom Shopify functionality, lifecycle communications, and copy without treating each as an isolated request.
Design around the choices customers make
We developed custom style selectors and pack-size logic around the way HUUG sells. Visual product menus support browsing across the range. A unified badge system gives product information a consistent form.
Those decisions address specific parts of the buying journey: finding the right style, understanding the available pack options, and reading product cues consistently. The design and development are considered together, within the live store.
Carry the experience into email
We audited and rebuilt Klaviyo flows and wrote copy across the site, products, and email. The aim was a connected customer experience with a recognizable voice, from first introduction through post-purchase communication.
An ongoing relationship allows the team to carry what it learns from one part of the business into the next priority.
The reported results
Conversion rate increased 29 percent
2.68% to 3.45%.
Baseline: January 1 to 31, 2025.
Comparison: August 15 to October 19, 2026.
Average order value increased 19 percent
$94.71 to $112.66.
Baseline: December 1 to 31, 2025.
Comparison: September 28 to October 19, 2026.
First-purchase rate increased 40 percent
2.02% to 2.82%.
Baseline: February 1 to 28, 2025.
Comparison: August 15 to October 19, 2026.
A new upsell offer recorded 4.4 percent acceptance
The offer launched September 28, 2026. Reporting from September 28 to October 19 shows 4.4% acceptance and $76,011 in order revenue associated with accepted upsells. This is order revenue, not a measure of incremental revenue from the offer.
Email-attributed revenue reached $1,941,588
From January 1 to October 19, 2026, email-attributed revenue was 26% above the total for January 1 to December 31, 2025. Splash has managed the account since November 2025.
How to read these figures
These are reported business results across the periods shown, rather than a controlled test of Splash's contribution. The periods differ in length and season. Product mix, traffic, promotions, pricing, and other business activity can affect the results. The December 2025 AOV baseline falls within Splash's management period; the earlier conversion and first-purchase baselines precede it.
Shopify reporting uses the store's Eastern time zone and includes October 19. Email revenue is attributed by order date in Eastern time, through the end of October 19, 2026. Klaviyo flow and campaign dashboards use send-date reporting and may show slightly different totals. The email comparison is 2026 year-to-date against full-year 2025. These measures should not be added together as separate revenue gains.
The value of continuity
The work moves between the storefront, lifecycle communications, and language because the customer experience does too. One team holds the context and helps decide what needs attention next.
More work.
All work
Isaac Mizrahi
Ad + Campaign Assets · Copywriting
Isaac Mizrahi
