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The Snapshot: Confidence Underneath the Kit
Squaties (squaties.co.nz) has carved out a unique and essential niche in the fitness world. Based in New Zealand, they specialize in high-performance, seamless underwear designed specifically to be worn under leggings and gym gear. Their mission is simple: eliminate "VPL" (Visible Panty Lines), prevent wedgies, and provide "squat-proof" confidence for active women.
For Squaties, the challenge wasn't just selling one pair—it was convincing customers to "refresh their entire top drawer." Since underwear is a daily essential, the brand’s biggest opportunity lay in volume. By using Kefi Commerce to offer tiered rewards, Squaties generated over $32,500 in incremental revenue, proving that when you make it easy to buy in bulk, customers will choose the "full drawer refresh" every time.
The Starting Line: From Single Pairs to Weekly Essentials
In the intimate apparel space, a single purchase is often a "trial." Once a customer realizes that Squaties actually stay in place during a heavy gym session, they immediately want more.
Before August 2025, Squaties knew their customers needed multiple pairs to get through a week of workouts, but the friction of adding individual items to the cart was a barrier. The goal was to transform the shopping experience from a "one-off trial" into a "lifestyle stock-up," moving the needle on AOV while maintaining the high order velocity that a replenishable product like underwear enjoys.
The Solution & Execution: The "Dream Drawer" Strategy
Squaties leveraged the Kefi Commerce suite to build a journey that rewards customers for buying exactly what they need—more of a good thing.
1. The "Build Your Own Bundle" (Mix & Match)
Underwear is personal, and sizes or style preferences (High-Rise vs. Brazilian) vary. Squaties implemented a Mix & Match Sectional Bundle that allowed customers to "Build Their Dream Undie Drawer."
- The Logic: Customers could pick and choose any combination of styles, colors, and sizes to create a custom 3, 5, or 7-pack.
- The Benefit: This gave the customer total control while automatically applying a discount as they reached higher quantities, making the "7-pair" option the most logical choice.
2. High-Visibility Volume Tiers (Quantity Breaks)
On high-traffic product pages like the "Bikini Black," Squaties used Volume Bundles to show clear, tiered pricing.
- The Nudge: By showing the price-per-unit drop as the quantity increased, the store turned "I'll just get one" into "I might as well get three."
The Impact: This contributed significantly to the 4.80% AOV lift, ensuring that even small increases in basket size across hundreds of orders resulted in massive revenue gains.
3. Post-Purchase & Cart Optimization
- Slide Cart: Squaties used a Kefi-powered Slide Cart to keep customers in the flow, showing progress bars that incentivized them to add "just one more pair" to hit a discount tier or free shipping.
- Thank You Page Upsells: By offering a "one-time-only" deal on the Thank You page, Squaties captured impulse buys from customers who had already committed to the brand, maximizing the value of every single visit.
The Outcome: $32,000+ in Bundle Revenue
The transition to a volume-focused strategy yielded consistent, high-velocity results:
- Massive Bundle Adoption: Generating $32,542 in revenue specifically from bundles shows that the "multi-pack" is now the preferred way to shop at Squaties.
- Consistent Order Growth: With 457 orders in the last 60 days, the brand has maintained a high "pulse," proving that the bundling strategy isn't just for sales events—it’s a year-round revenue driver.
- Stable AOV Increase: By moving the AOV from $64.67 to $67.78, Squaties proved they could increase the average transaction value even while offering volume discounts, a win-win for both the customer’s wallet and the brand’s bottom line.
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