Retention-First eCommerce: Inside Allure’s $2M Bricks-and-Clicks Strategy with Klim Yadrintsev (episode 555)
Klim Yadrintsev is the founder and CEO at Allure, a luxury multi-brand fashion boutique based in the south of France. They sell via their physical store, and WooCommerce website. Founded in 2020, they now do around $2 million in sales a year, with annual growth at 20-30%.
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Dive in:
[04:04] Fashion eCommerce Opportunity in France
[07:10] Personalized Wardrobe Consultation Service
[11:39] Retention-Focused Business Strategies
[14:02] Retail Operations and Marketing Strategy
[19:24] Personal Touch in eCommerce Segmentation
[22:03] Optimising Customer Purchase Journey
[23:59] Listen to Klim’s Top Tips!
Pillar 1: Focus on Retention as Your Growth Engine
Klim’s number one business pillar is retention. He spends as much on keeping a customer as he does on acquiring one. That means fast, free delivery, outstanding customer support, and thoughtful extras that build loyalty. Instead of chasing endless new traffic, he builds long-term relationships. For eCommerce brands, this is a powerful reminder that sustainable growth starts with the customers you already have.
Pillar 2: Use Physical Stores as Marketing Channels
Klim’s second pillar is an omnichannel strategy where his physical boutique does more than just sell—it recruits loyal customers. He finds it’s cheaper to get someone through the door than through an online ad. Once a customer visits the store, the Allure team nurtures them online through email, SMS, and retargeting. This approach turns foot traffic into high-value online shoppers. For anyone with a store, this proves your physical space can do more than cover rent—it can fuel digital success.
Pillar 3: Build Personal, One-to-One Customer Relationships
The third pillar in Allure’s growth strategy is direct, human communication. Klim’s team assigns real people to small groups of customers and stays in touch via WhatsApp, SMS, and video. They suggest products, answer questions, and offer styling advice in a way that feels personal. This high-touch approach works because Allure’s average order value is over €1,000. It’s a smart strategy for premium brands—and a reminder that tech should enhance relationships, not replace them.
Your Website Experience Must Match the Store
Klim knows customers expect the same care online as they get in-store. That’s why Allure’s website is clean, simple, and personalized. They even send customers pre-filled cart links for one-click checkout. The team watches how people shop online and constantly adjusts to remove friction. If you want to build loyalty, your digital store must feel just as good as your physical one.
A Small Team Can Deliver Big Results
Allure drives over $2 million in annual revenue with only 7 people on the eCommerce team. Klim is intentional about what to outsource and what to keep in-house. For example, fulfillment is internal to ensure quality control, while some content creation is outsourced. They also operate their own photo studio next to the boutique for fast, cost-effective visuals. It’s a great example of lean operations done right—and proof you don’t need a big team to win in eCommerce.
eCommerce Book Top Tip
- $100M Offers: How To Make Offers So Good People Feel Stupid Saying No by Alex Hormozi
- Entrepreneur Revolution: How to develop your entrepreneurial mindset and start a business that works by Daniel Priestley
eCommerce Traffic Top Tip
- Email marketing
Tool Top Tip
Carbon Top Tip
- Reuse packaging internally and with returns. Klim’s team reuses packaging from brand shipments and customer returns, saving around 5,000 boxes per month.
- Communicate your values clearly. Luxury customers will accept reused packaging if the brand is transparent about its sustainability efforts and communicate its carbon-conscious values upfront.
Interview links
Related Episodes
- Fashion Focus – how do we solve the sizing issue AND personalise the customer journey? With Sarah Curran (episode 357)
- What 10 Years of Hosting the eCommerce MasterPlan Podcast Taught Me About Growth, Retention, and What Actually Works with Chloë Thomas (episode 547)
- Recommerce, Retention, and ROAS: Fashion Eyewear’s Secret to eCommerce Scale with Steven Westwood (episode 552)
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