From Netflix spotlight to U.S. expansion: Cabau’s growth with Rebuy

Results at a glance

• €40+ average order value and rising with personalized bundles and intelligent upsells
  
  
• Smart Cart, Smart Search, and product flows have created a seamless, guided shopping experience
  
  
• Expanded to U.S. market with infrastructure ready to scale and attract retail partners
  
  
• Team-wide satisfaction with Rebuy’s strategic support and hands-on service
  
  

From center stage to center shelf

Cabau Lifestyle was already growing fast, but when founder Yolanthe Cabau made her Netflix debut, everything accelerated. The actress, entrepreneur, and philanthropist was featured in a new global reality series spotlighting her dual mission: empowering women and helping them live healthier lives through high-quality, holistic supplements. 

The exposure led to a massive spike in demand, and with it, big questions about how to scale.

“We were flooded,” said Coen Fredriks, Cabau’s Chief Commercial Officer. “Sales shot up overnight. Retailers started reaching out. We needed to level up our customer experience fast to make the most of the opportunity.”

Smart solutions for thoughtful shoppers 

Fredriks brought deep ecommerce experience to the table, including years spent building Shopify stores across Europe. He’d worked with Rebuy before and saw its potential immediately. “I knew what Rebuy could do,” he said. “We didn’t need a long pitch. It was one of the first tools I implemented when I came onboard.”

Cabau’s product catalog offers powerful formulas designed for women’s health, but it’s not always self-explanatory. 

“Our products raise a lot of good questions,” Fredriks noted. “People wonder, ‘Can I take these together? What’s the best combination for me?’ That’s where Rebuy has made a huge difference.”

“We’re using Rebuy to guide people toward the right product combinations. It removes the guesswork. When you create clarity you create room for confidence: confidence in the product, and confidence in the company.”

Chief Commercial Officer, Cabau Coen Fredriks

With Smart Cart, Bundle Builder, and intelligent recommendations in place, Cabau’s site began helping customers navigate those questions more easily, turning uncertainty into clarity, and single-item carts into multi-product orders.

“We’re using Rebuy to guide people toward the right product combinations,” he explained. “It removes the guesswork. When you create clarity you create room for confidence: confidence in the product, and confidence in the company.”

The Rebuy-powered experience

These are the key Rebuy solutions Cabau Lifestyle implemented:

• Smart Cart: Beyond just showing extra products, Cabau uses Smart Cart to answer customer questions in real time. Shoppers often wonder which supplements can be combined or how often they should be taken. By surfacing contextually relevant cross-sells, Smart Cart reduces uncertainty, turns hesitation into confidence, and nudges single-item carts into multi-product orders.
  
  
• Bundle Builder: With an average order value of about €40, fixed costs such as customer service and fulfillment weigh disproportionately on each order. Increasing AOV was a focus for Cabau because doing so would help cover these fixed costs with greater efficiency. Through Rebuy, the company has successfully achieved this: currently, 10–12% of their sales come from bundles, compared to around 5% previously.
  
  Bundle Builder presents curated product packs that help customers see the value of combining supplements into a daily or holistic routine. For Cabau, this feature bridges the gap between education and conversion — “removing the guesswork” and encouraging customers to buy the right products together.
  
  
  • Cabau is introducing 21-day packages to help customers integrate their products into their daily routines, strengthening retention and long-term loyalty. Rebuy allows the brand to offer multiple bundles. 
    
    
• Smart Search: Many shoppers arrive not knowing exactly what they need. Cabau’s Smart Search helps them quickly find the right formulas, even when they use vague or conversational queries. This is especially powerful for first-time buyers who need guidance but still want to feel in control of their choices.
  
  
• Product Add-ons: Lightweight, context-aware prompts are used throughout the experience to encourage small but impactful upgrades — like adding complementary supplements to a regimen — without disrupting the flow of checkout.
  
  
• Checkout Extensions: For final-moment conversions, Cabau uses Checkout Extensions to surface relevant add-ons just before purchase. These feel like personalized perks rather than intrusive upsells, reinforcing trust while driving incremental revenue.
  
  
• A/B Testing: Cabau’s team tracks performance weekly, using A/B tests to fine-tune product flows, optimize cross-sell placements, and identify what converts best. This has already led to meaningful lifts in AOV and a smoother overall journey.

These features work together to simplify the customer journey, especially for a brand like Cabau, where products are best used in combination. 

“We’re not just increasing revenue,” Fredriks explained. “We’re guiding customers toward a holistic outcome that meets their specific needs. That builds trust and keeps them coming back.”

Loyalty and long-term value

Cabau’s community is already strong, with over 350,000 email subscribers and 40,000 loyalty program members. The brand also relies heavily on email to drive sales, with Klaviyo set up as a core channel. 

“Our email list is by far the most effective part of our sales funnel,” said Fredriks.

With Rebuy, the team has been able to layer personalized merchandising and product flows into those campaigns, turning every email into a guided path back to the store. Instead of a one-off message, customers experience a consistent journey across touchpoints - from inbox, to product page, to checkout.

Rebuy helps us create consistency across the journey. From the moment someone lands to the moment they check out, they feel supported.

Chief Commercial Officer, Cabau Coen Fredriks

As Fredriks put it: “Rebuy helps us create consistency across the journey. From the moment someone lands to the moment they check out, they feel supported.” That consistency builds trust, strengthens loyalty, and ultimately increases lifetime value.

Looking ahead: retail partnerships and growth

Cabau Lifestyle isn’t slowing down. With a factory secured in Los Angeles, the brand is actively expanding into the U.S. and seeking retail partners to accelerate distribution. “We’re building awareness with U.S.-based influencers,” said Fredriks, “but we’re still looking for the right retail partners.”

A partner merchants can count on

Fredriks had one more thing to say: “The people at Rebuy make the difference. Our account manager is phenomenal. He’s responsive, insightful, and proactive. I’ve worked with a lot of tools in the Shopify ecosystem, and Rebuy stands out operationally and relationally. I can’t think of a single instance where [Rebuy] didn’t deliver,” he said. “It’s not just software, it’s genuinely a partner in growth.”

By the numbers:
Increased AOV by +27.12%
Impacted 21.34% of all sales
Impacted 36.02% of all orders

By type:
Rebuy Buy More Save More: impacted 26.19% sales
Smart Search: impacted 18.74% sales
Rebuy Cart: Impacted 17.23% sales
Rebuy Dynamic bundle: impacted 17.18% sales

By widget:
Dynamic Bundle: Impacted 36% of sales
Product recommendations: impacted 32.06% of sales
ATC Cross-sell popup: influenced 18.66% of sales

I’ve worked with a lot of tools in the Shopify ecosystem, and Rebuy stands out operationally and relationally. I can’t think of a single instance where [Rebuy] didn’t deliver. It’s not just software, it’s genuinely a partner in growth.

Chief Commercial Officer, Cabau Coen Fredriks

Since partnering with Rebuy, Cabau has increased AOV by +27.12%

Drive revenue growth 

+10,000 Shopify brands use Rebuy to create personalized shopping experiences that reduce costs, save time, and boost sales