How BLAKELY grew loyalty to 26% of revenue with member-exclusive drops and experiential tiers
What we've done
Blakely partnered with Bubblehouse to launch myBLAKELY, a loyalty system built the way the brand builds product: around drops, exclusivity, and community. Members earn points on every pound and every action in the Rewards Wardrobe, climb four order-based tiers from Bronze to Platinum, and spend points in a Loyalty Shop stocked with member-exclusive product drops sold only for points. Members now generate 75% more revenue per customer and purchase 64% more often than non-members, and loyalty drives 26% of Blakely's UK revenue, up from 17% the previous period.
The program compounds. Period over period, loyalty participation grew from 9% to 17% of customers, redemption rate rose 149%, product redemptions more than tripled, and members reached Silver status a week faster. The same system now runs on Blakely's EU storefront, where loyalty's revenue share has doubled since launch.
Blakely
Founder Gareth Newman started Blakely in 2012 in his childhood bedroom in Norfolk. The brand's oversized staples and lifestyle collections built an international following in the hundreds of thousands, and The Sunday Times named Blakely one of the UK's 100 fastest-growing companies. Blakely sells direct across UK, EU, and US storefronts, and its drops sell through.
Blakely needed rewards as scarce as its drops. Discount codes would flatten what makes the brand special, so myBLAKELY trades them for member-exclusive product and turns drop culture into a retention engine.
Turn drop-day hype into a repeat-purchase habit
Blakely mastered the first purchase. Drops sell out, social feeds fill with the logo, and new customers arrive in waves. The harder problem was the second and third purchase: giving a customer a reason to come back between drops and a stake in the brand beyond her order history.
The answer had to fit the brand. Blakely wanted to reward its best customers with access and exclusives rather than markdowns, capture the birthdays, phone numbers, and social follows that power its owned channels, and give its most loyal fans something nobody else can get.
"Our community queues up for drops, and myBLAKELY gives them a reason to stay between them. The Loyalty Shop sells out like our main collections, and the only currency is points."
myBLAKELY
A loyalty system built like a drop
Members earn a point for every pound and build their balance through the Rewards Wardrobe, a gamified earn grid where each action is a piece to collect: create an account, follow Blakely and Blakely Women on Instagram, share a birthday, sign up for SMS, leave a review, refer a first friend, attend a Blakely event. Completing the full wardrobe unlocks a bonus, and every square feeds first-party data into Blakely's owned channels. Sign-ups for SMS, birthdays, profile completions, and social follows lead the program's top earn actions.
Points convert through a slider into store credit, a Give £10 / Get £10 referral program turns members into an acquisition channel, and product voting gives the community a say in what comes next while earning points for every vote.
Experiential Tiers
Bronze to Platinum, earned by orders rather than spend
Tier status climbs through order count across Bronze, Silver, Gold, and Platinum, rewarding the behavior Blakely wants most: coming back. Each tier deepens the experience: birthday vouchers that grow with status, exclusive member discounts, early access to events and sales, first look at new collections, free shipping, and limited-edition Platinum gifts reserved for the brand's inner circle. Every upgrade lands with a free-shipping voucher for the next order, a nudge that turns a status change into a purchase.
Members responded by climbing. The share of customers holding Silver status or higher nearly doubled period over period, and members now reach Silver about a month after joining, a week faster than before. Achievements layer on top: order milestones, category challenges, and refer-3-friends badges that reward members for exploring the range.
The Loyalty Shop
Member-exclusive product drops, purchasable only with points
The centerpiece of myBLAKELY is the Loyalty Shop, where points are the only accepted currency. Alongside redeemable fan favorites like the NYC tees, socks, and tote bags, Blakely releases member-exclusive items, like the Mini Tote and Blakely keyring, that never reach the main store. A Drop of the Month keeps the shelf moving: every month a new member-exclusive product drops, announced like a main-line release.
For a brand whose products sell out on hype, points-only exclusives hit different. Owning a piece nobody could buy marks a member as part of the inner circle, and the mechanic gives points real cultural value beyond store credit. The numbers followed: product redemptions more than tripled period over period, redeeming customers tripled with them, and the program's overall redemption rate rose 149% to well above one in five available points. Every redemption pulls a member back into the brand, and redeeming members keep buying: members average double the purchases of non-members.
Results
What Blakely achieved with Bubblehouse
Blakely turned a drop-driven brand into a membership one. Loyalty participation grew from 9% to 17% of UK customers in the most recent period, and those members drive 26% of revenue, purchase 64% more often than non-members, and redeem points at triple the prior rate, with the Loyalty Shop giving members product they can only earn.
In the most recent period, myBLAKELY achieved:
Get more from your existing customers than you ever have
Schedule a call today to learn how Bubblehouse can transform your retention strategy into a scalable and impactful loyalty system.