Nala Increases ARPU by 46% with Monocle

About

Nala is an Australian intimates brand redefining the category with body-positive, sustainable designs made to celebrate every shape and size. Offering one of the widest size ranges in the market, Nala pairs comfort with bold, inclusive campaigns that challenge outdated beauty standards. In just a few years, the brand has built a passionate community and become known as a fresh, fearless voice in modern intimates.

The Challenge

Nala’s bold brand voice and inclusive ethos helped it grow quickly, but the team knew retention would be critical for long-term success. Their core flows—like abandonment and winback—were working, but often relied on broad discounts and competitor benchmarks to drive conversions.

Co-founder Phil de Winter saw the risk: promotions were starting to condition shoppers to wait for deals, and there was no clear way to know which offers were driving profitable growth versus eroding margin. Without better visibility and a smarter way to personalize, the team worried they were leaving revenue on the table.

While discounting was part of our retention strategy, there was little science behind it. This got some of our customers into a habit of only buying with a discount, which was far from ideal for a brand with a fairly priced product.

The Solution

Nala brought in Monocle to get past manual rules and generic offers in their retention flows. Setup was quick—Monocle plugged into their stack and connected to flows like Welcome and Checkout Abandonment without extra lift from the team.

From there, the AI learned from Nala’s customer data and began making the kinds of decisions the team used to handle manually: who should get which email, when to send it, and whether an incentive was even needed. Every decision was made with both conversion and margin in mind.

The result: stronger conversion rates and higher order values, all without raising the average discount. Plus, the team finally had a clear dashboard view of what was working, so they could track impact and shift focus between demand and profitability whenever they needed.

There's always a bit of trepidation when you're overhauling a critical sector of your business. But after seeing what Monocle's personalization platform can do, we're already looking to implement them across the rest of our flows.

The Results

Since onboarding Monocle, Nala has seen major lifts across its retention flows, including a 46% increase in ARPU, 41% lift in conversion rate, and 11% increase in AOV.

For the team, the gains confirmed that personalization at the customer level can drive both growth and profitability. What once meant relying on static rules and broad offers is now handled automatically, giving Nala stronger results and freeing the team to focus on strategy instead of execution.

You don't have to convince anyone in ecommerce how massive a 46% increase in ARPU is. Especially when our discount percentages have remained essentially the same. That's the power of Monocle.