NÜ Denmark, a Danish fashion company, was founded in 1997 by Jannie Lymann and Lars Schacksen. With backgrounds in both fashion and hairstyling, they set out to design stylish, functional workwear for hairdressers. Today, NÜ is sold throughout Europe, as well as in the US, Australia, and South Africa.
For any fashion retailer, brand strength is non-negotiable. For NÜ, it has always been the driving force behind its success. As the brand nears its 30th anniversary, the goal is to sharpen its identity even further - keeping loyal customers engaged while reaching new segments.
Personalization is central to that strategy. The aim is to make every interaction feel relevant, whether it's a long-time customer or a first-time visitor. That relevance leads directly to revenue and repeat purchases.
So how does NÜ blend storytelling and personalization into a single, cohesive customer experience?
Brand and data is always a delicate balance. On one hand, you want to present new collections, inspire shoppers, and act as their personal stylist, without making the experience feel forced. On the other, it’s about respecting user behavior and giving visibility to the pieces they’ve already shown interest in.
Finding the point where storytelling and data work together is key to building loyalty and driving repeat purchases. For NÜ, one of the most effective channels for this is email marketing. Unlike marketplaces, where products sit next to competitors, or social platforms, where the brand competes in a crowded feed, email offers a direct line to the customer. It’s owned, it generates revenue, and it keeps NÜ in full control of the message.
Email has become one of NÜ’s most reliable revenue channels. Today, around half of that revenue comes from automated flows powered by Relewise and Klaviyo. Take a look at all the integrations Relewise supports here.
Like many fashion retailers, NÜ found that manual curation doesn’t scale. Picking products by hand for every campaign takes time and often misses what customers actually want in the moment. The solution was to keep emails sharp and on-brand, while letting AI-driven personalization handle the repetitive work.
With Relewise integrated into Klaviyo, NÜ introduced modules that automatically pull in products using self-learning models that adapt to live browsing and purchase behavior.
Let’s take two examples:
The marketing team still owns the framework, from imagery and tone to seasonal filters. At the same time, Relewise’s predictive algorithms ensure the content inside each email stays fresh, relevant, and aligned with what customers are actually engaging with. It all runs in real time, without compromising the brand’s identity.
Relewise plays a key role in creating continuity across channels by detecting customer intent in real time. This is what keeps the brand experience consistent and removes friction from the buying journey. A customer opens an email, clicks into a personalized collection page, and lands on a product detail page; each step feeds data back into Relewise’s trend- and seasonality-aware algorithms. The result is relevant product visibility at every touchpoint, which drives more engagement and conversions.
A clear example of this is how category pages (PLPs) update in real time. By default, products are sorted by a “Featured” ranking. This means returning visitors see items based on their own browsing and buying behavior first, while new visitors see products ranked by overall popularity. Behind the scenes, self-learning models are continuously updating these rankings to reflect live customer intent.
Relewise continuously listens to personal affinity signals like clicks, views, and purchases, combined with catalog data such as popularity, freshness, stock, and margin rules. Because every interaction feeds into the self-learning engine, insights from one channel instantly improve the next.
This means the journey stays relevant, no matter where it starts. For customers, it feels like the brand is keeping up with their taste. For the brand, it means more engagement and revenue - without extra manual work.
The impact of balancing brand and data shows clearly in the numbers. Today, nearly half of NÜ’s email revenue comes from automated flows powered by Relewise. Onsite performance tells a similar story: over the past twelve months, 48 percent of all orders were influenced by Relewise recommendations. In a recent week, that number reached 56 percent.
Christina and her team are focused on strengthening the link between brand and data across every channel. A customer club is already on the roadmap, built to deepen loyalty and support more one-to-one communication. Relewise plays an essential role in this effort, personalizing everything from campaigns to automated flows, so relevance becomes inseparable from the brand experience.
Relewise is more than a technology provider to NÜ. It’s expected to bring new ideas and capabilities as customer behavior evolves. That mindset mirrors the brand’s broader strategy: sharpen the identity, stay relevant to loyal customers, and grow into new segments.
One area of growth is NÜ’s B2B business, where the team sees strong potential. Like B2C, inspiration is key, but B2B adds complexity. Buyers expect curated assortments that fit together as collections, while also weighing cost, turnover, and other business rules.
Relewise's B2B features cater to these specific needs by personalizing assortments account by account, reflecting negotiated pricing, contract-specific product ranges, custom visibility rules - but always taking the individual behavior into consideration too. Behind the scenes, AI takes care of the rules , so every product shown fits their contract and makes sense for their needs.
At NÜ, brand strength has always been the foundation. The focus now is making that identity even sharper and ensuring every interaction reflects it. With Relewise, Christina and the team has found a way to merge data and storytelling, while confidently ensuring conversions. Personalization becomes part of the brand experience, not a layer on top of it.