Introduction
Fischersund is a Reykjavík-based own-brand fragrance house and art collective — a family-run perfumery whose products are as much about atmosphere and Icelandic landscape as they are about scent.
When they came to us, they were brand new to Klaviyo and running with almost none of the foundation a modern email program needs.
Our mandate was to build that program from the ground up: proper flows, real segmentation, on-brand creative, and a testing discipline that would turn email into a dependable revenue channel rather than an afterthought.
Challenge
Everything started close to zero. As a brand-new Klaviyo account, nothing had been configured correctly — the flows in place were basic and dated, and segmentation was effectively non-existent. Sends went out broadly, with little regard for who was receiving them or when.
The segmentation problem was compounded by an unusual structural reality: Fischersund sells through two separate storefronts depending on where the buyer is located — one priced in USD for the US and most non-European markets, and one priced in ISK/EUR for Iceland and Europe. The split doesn't map cleanly to "US vs. international," and the two stores use different URL structures, so audiences, links, and messaging all had to be handled distinctly. Getting a subscriber the wrong store's pricing or a broken product link was a real risk that generic segmentation would have created.
On top of the technical work, Fischersund has a highly distinctive brand: a poetic, atmospheric, unhurried voice built on Icelandic natural imagery, paired with a design language that's just as particular. Any creative we produced had to hold that tone consistently — quiet confidence over hype — which is far harder to execute at scale than a standard promotional style.
Approach & Results
We rebuilt the Klaviyo foundation from scratch — the full suite of core flows configured correctly, a design refresh so every message matched the brand, and segmentation built for Fischersund's two-storefront reality, routing subscribers by market so pricing, currency, and links always matched the right store.
A disciplined split-testing program then optimized send times and sharpened performance, with all copy written to hold the brand's poetic voice throughout.
The program went from a standing start to a top-percentile performer:
Total store revenue: ISK 80,808,182 — up 18.2% YoY
Email-attributed revenue: ISK 26.9M (33.23% of total store revenue)
Campaign conversion value: ISK 12,702,489 — up 959.4% YoY
Open rate 61.7% and click rate 3.31% — both top-decile vs. industry (94th and 92nd percentile)
Revenue per recipient of ISK 35.3 against an industry median of ISK 0.0824 — the clearest proof that a rigorous, brand-faithful program can be built from nothing and reach the top of its category.
