York St Brands ditched manual workflows and used Rebuy to drive double-digit AOV gains across three beauty brands.
In the ecommerce game, growth usually comes down to fundamentals. Build systems that work, make them easy to manage, and let the team focus on what matters.
That mindset drives York St Brands, the Australia-based company behind skincare brands Boost Lab and The Breakout Hack, and haircare brand Bouf.
Operating across Australia, New Zealand, and the UK, York St Brands builds modern beauty brands with a focus on sustainable growth. But, as the business scaled, the weight of managing three DTC Shopify storefronts began to take its toll. Manual merchandising, brittle free-gift setups, and limited discount logic slowed the team down.
That’s when Ecommerce Manager Liv Wilde turned to Rebuy.
As York St Brands grew, their ecommerce setup struggled to keep up.
“We have sale periods and want to offer free gifts, and we just found it was so complicated for the customer," says Wilde. "We used to get a lot of people reaching out, unable to add their free gift. It was a lot of work for customer service."
The team relied on a patchwork of apps and manual workflows to support bundles, upsells, gifting, and product recommendations. During high-pressure moments like Black Friday, testing was risky, and execution was slow. "It required us to constantly be checking in on it."
York St Brands needed a solution that could scale with them, without turning every merchandising tactic into a new development project.
“We exceeded all of our targets. And it was seamless on the customer service side. That was really refreshing.”
As demand grew across all three brands, the manual merchandising processes they relied on started to strain, creating friction for customers and pulling the team away from higher-impact work.
That changed when they began expanding AI-powered personalization across their stores.
Initially, Wilde worked with the Rebuy Launch team to onboard Boost Lab and The Breakout Hack. Later, they worked with their long-time development partner, Alinga, to install and set up Rebuy on Bouf.
The shift freed up time, reduced friction, and set the foundation for more consistent, scalable growth. (Without all the manual work.)
“I was constantly checking with customer service. Has anyone reached out? Are there any issues with the free gift? And there were no issues.”
York St Brands already knew their customers preferred free gifts, they just needed to streamline the user experience. They did so using Rebuy Smart Cart™ and its built-in tiered progress bar.
But after struggling for so long with manual processes and broken systems, it almost didn't seem real at first.
For Wilde, the aha moment came during BFCM. "I was constantly checking with customer service, like 'has anyone reached out? Are there any issues with the free gift? Can people not get the free gift?' And there were no issues."
Realizing you could deliver superior, stress-free shopping experiences so easily was a relief for Wilde. "It was automatically adding to their cart," she says. "It was going straight into their orders. Everything integrated with our warehouses. So it was nice to see that it was just so seamless and easy to use."
Complex free gift logic? Not anymore.
For The Breakout Hack, the team decided to test out BYOB (build-your-own-bundle) experiences. "It was our way to test if our customers were interested in that feature, and we then launched it as part of our promotion."
What did the test results prove? The Breakout Hack customers are very interested in that feature. In fact, an eye-popping 16% of all store visitors placed a bundle order from the bundle builder page during January.
Rebuy Bundle Builder made it easy for customers to assemble their desired bundle, mix and match products, and unlock tiered savings.
Wilde appreciates how customers are responding to the full-page bundling experience. "I love that it's built on its own page," she says. "So we know the customers are opting in for the discounts rather than just getting it because they're on the site anyway. It's been great."
While BYOB anchored the merchandising strategy for TBH, in-cart recommendations pull the weight for the Bouf and Boost Lab Shopify stores.
Boost Lab uses the Rebuy-Okendo integration to display star ratings for every in-cart cross-sell. Meanwhile, Bouf enhances their PDPs with a "Complete your Routine" product carousel. Shoppers can add every item in the carousel to their cart with one click.
With three brands under the umbrella, York St Brands has tested and implemented several merchandising tactics.
Key implementations included:
Alinga continued to support development and design, ensuring each Rebuy experience fit seamlessly within each brand’s site and customer journey.
Scaling multiple businesses successfully doesn't happen by accident. It takes a clear strategy, solid execution, and a healthy dose of ambition to pull it off.
"We had scaled to 3x the volume of customers versus the previous year," says Wilde. "I had come back from break and learned about the ambitious tiered gifting plans for every brand and thought, 'this is going to be an absolute nightmare for our customer service team.' So I was nervous."
We all know what it's like to hold our breath, hoping our strategy works. The ultimate validation was seeing the real results come through. "But as soon as day one happened, we exceeded all of our targets. And it was seamless on the customer service side," says Wilde. "That was really refreshing."
Across The Breakout Hack, Boost Lab, and Bouf, the impact is clear. Here's the last 30-day report, as of this writing.
Percent of total sales attributed to Rebuy: 17.45%
Percent of total orders that contained Rebuy attribution: 38.23%
AOV Boost: 21.14%
Percent of total sales attributed to Rebuy: 15.38%
Percent of total orders that contained Rebuy attribution: 53.19%
AOV Boost: 18.18%
Percent of total sales attributed to Rebuy: 19.09%
Percent of total orders that contained Rebuy attribution: 19.25%
AOV Boost: 23.59%
With support from trusted partner Alinga and the Rebuy Launch team, York St Brands is building a seamless, more personalized shopping experience for all three of its Shopify stores. As Wilde puts it, “Rebuy gave us the flexibility we needed. It’s personalized by market, easy to manage, and powerful enough to grow with us.”
Just as important, it reduced the load on a small team.
“We’ve seen AOV increases across all three brands,” says Wilde. “But the biggest win is how much time Rebuy has saved us.”
So what's next?
Wilde has some ideas. "Like the A/B testing, and now features with Bundle Builder, there's just so much yet to explore."
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