• 5% of total retail sales now driven through Endear, with top locations reaching 13%
• 46% message open rate and 3.9% SMS conversion rate (39x industry average)
• 75% of Endear-attributed sales driving customers back to brick-and-mortar stores
• Personalized messaging strategy focused on quality over quantity
• Complete visibility into clienteling ROI after transitioning from untrackable processes

Founded in 2004 by former fit model Paige Adams-Geller, PAIGE is an international fashion brand renowned for its premium denim and lifestyle collections for both men and women. Initially focusing on women's denim, PAIGE quickly expanded into the men's market, becoming one of the first female-founded brands to offer both men's and women's denim lines. Over the years, the brand has diversified its offerings to include leather goods, outerwear, silks, knits, footwear, swimwear, and accessories, all crafted with meticulous attention to detail and the finest materials sourced globally.

The brand's mantra, "Great fit never goes out of style," reflects PAIGE’s commitment to creating versatile pieces that stand the test of time. Today, PAIGE's collections are available in over 80 countries through more than 1,000 retailers, including flagship stores in California, New York, Texas, Nashville, Scottsdale, Charleston, and London; all of which use Endear to run their clienteling campaigns.

We caught up with Sofie Kuehnen, Global Retail Operations Manager at PAIGE, to chat about the brand, retail trends, and how PAIGE stores use Endear to connect with their customers.

Hi Sofie, tell us a bit about what you do at PAIGE.

I serve as the Global Retail Operations Manager, overseeing all retail store operations across the U.S. and the U.K. In June, we completed a major transition to Shopify, which quickly became a key part of my role. This included migrating our ecommerce and point-of-sale systems—previously operating on separate platforms—into a unified Shopify ecosystem.

Now that we’re fully integrated, we’re looking to enhance our tech stack further by leveraging Shopify’s ecosystem partners. As part of that initiative, we’ve implemented Endear along with a few other strategic tools to elevate and unify the customer experience.


You oversee both the US and the UK retail operations. Are there huge differences between the two?

There aren’t major differences between the U.S. and U.K. teams, though there are some cultural nuances. In the U.S., we tend to adopt new tools quickly, which makes rolling out platforms like Endear relatively seamless. In the U.K., adoption is also strong, but often involves more discussion before implementation—though not necessarily more training—which can occasionally slow the rollout slightly.

That said, Endear has been an exception. Our London store in Duke of York Square is actually one of our top performers on the platform. The tool is incredibly intuitive and doesn’t require prior experience with a CRM or clienteling system. It's the kind of platform where, even if you've never used one before, you can dive in immediately—similar to how an iPhone feels intuitive and engaging from the start.


That’s great to hear! So what sets the PAIGE brand apart from your competitors? Why do your customers come back to PAIGE again and again?

What sets PAIGE apart from other lifestyle brands is our unwavering commitment to quality and fit. When Paige Adams-Geller founded the brand nearly two decades ago, she brought with her a deep understanding of fit, gained from years as one of Los Angeles’ most sought-after fit models. Her experience working closely with top denim brands gave her a unique insight into what flatters the body, what feels good, and where there were gaps in the market.

She translated that expertise into designing styles that not only fits beautifully but also feels effortless—pieces you can live in, day to night. PAIGE has a way of taking the classics and elevating them with versatility in mind. Our pieces are designed to take you from school drop-offs to the office to an evening out—always polished, always comfortable.

We often say you can wear PAIGE head-to-toe, and many of our customers do. They return to us year after year—some still wearing the same pair of denim they purchased twenty years ago—because they trust the fit, the feel, and the quality. That loyalty speaks volumes.

Do you see any denim trends coming back? I know the 90s style has been making a comeback recently.

We’re definitely seeing certain trends—like low-rise and mid-rise denim—make a comeback. One of PAIGE’s strengths is our ability to stay attuned to what’s happening in the market and what our customers are looking for, while always staying true to our core value: fit first.

We’re intentional about how we interpret trends. For example, while low-rise is returning, we’re not bringing back the ultra-low 7-inch rise. Instead, we’re updating it with a modern 9-inch rise that feels more relevant and wearable today.

Our customers can trust that PAIGE will always deliver trend-forward pieces that are fresh and current—but never at the expense of comfort, quality, or our signature fit.

What other trends in fashion retail are you seeing today?

Post-COVID, we saw a strong desire from customers to return to physical retail. While ecommerce surged during the pandemic—and online-only brands thrived—we’ve since noticed a shift. There’s been a sense of digital fatigue, and many shoppers welcomed the return to the in-store experiences.

Today, the landscape has balanced out. We see our customers shopping almost equally across our website and retail locations. They’re engaging with the brand through multiple channels—whether it's TikTok, Instagram, our physical stores, or our ecommerce site. To them, it’s all one seamless brand experience.

This shift to true omnichannel shopping has required us to adapt quickly. Tools like Shopify and Endear have been critical in helping us create a more integrated, streamlined experience across all touchpoints.

How did you come to partnering with Endear?

Endear was recommended to us by our Shopify Merchant Success Manager, so we were aware of the platform even before migrating to Shopify. We knew clienteling and loyalty were key next steps for us and needed an omnichannel tool to support that growth.

While we had explored other solutions, none felt like the right fit until our transition to Shopify led us to Endear.

All PAIGE stores are on Endear now?

Yes.

How often do you spend time in Endear yourself?


I use Endear daily and monitor analytics weekly, monthly, and quarterly to gain insights into store performance and set evolving goals. As our teams grow more comfortable with the platform, we continue to explore new ways to drive performance using data from Endear.

Are there any reports or dashboards you frequent?

I regularly review both the admin and my personal dashboards. Right now, I'm focused on two key metrics: opt-outs and opt-out rates by store and template. Since we’ve only been on Endear since November 2024, we're still in the early stages and want to ensure we’re in a healthy place with those indicators. These insights also help us evaluate which messaging templates and copy feel authentic and effective.

I also track template performance by analyzing opt-out rates alongside attributed sales.

We support our teams through templates. Our most successful approach involves manual, personalized messages rather than campaigns. We analyze which copy and strategies resonate best by store and assess the performance of different templates. This helps us decide whether to proceed with certain messages or test new ones. We continuously evaluate if the messaging feels genuine and personal to the customer, making adjustments as needed to improve engagement.


Is this all email or SMS as well?

Our teams lean into SMS for manual messaging and then email messaging for campaigns. We operate mostly off iPads within our stores and some iPhones as well, so we utilize Shopify’s POS UI extension to make it easy to navigate to Endear. They also have the Endear app on all the iPads so they can log in there and do their daily or weekly messaging.

And what’s the consensus from your team on Endear?

The team loves it. You have to understand—we came from a system where team members were using their personal iPhones to text customers. It felt personal and we saw some success, but there was no way to scale it, manage it efficiently, or analyze what was truly working. We lacked real metrics and relied solely on anecdotal feedback. Now, being able to not only see the messages that are going out, but to be able to see the analytics tied back to the messages has been a complete game changer. From an operations standpoint, Endear is incredibly easy to manage. For the team, the app is intuitive, approachable, and even fun to use.

From a management and operations perspective, Endear is incredibly easy to use. For the teams, it’s just as intuitive—they can jump in right away. It feels natural, approachable, and even fun thanks to its user-friendly interface.

Can you share any metrics with us that have impressed you while using Endear?

Last quarter, we saw 5% of total retail sales were driven through Endear. Some locations, like our Duke of York store in the UK, are outperforming with over 13% of Q1 sales driven by Endear messaging.

We launched Endear during Black Friday week, initially focusing on campaigns, which drove more online sales. While PAIGE is focused on omnichannel growth, Endear is truly a store-focused tool—designed to help us build deeper, more personalized customer connections in a systemized way.

Now that manual messaging is our primary approach, 75% of attributed sales are driven back to stores, with the remaining 25% online. That balance feels right for us and aligns with our goals for in-store engagement.

75% of your sales are driven back to brick & mortar stores? That’s great! What is the messaging you’re using to drive that sort of success?

It’s about staying true to what our customers have always experienced with us—personal, thoughtful communication. Our customers are used to receiving a thank-you text after a purchase, and we aim to go even deeper than that. For example, if we know a customer is heading to Cabo next month for her daughter’s wedding and shopping for a dress to feel her best, we’ll say, ‘We can’t wait to see photos from your daughter’s big day.’

These kinds of personal touches are a core focus for our teams. It’s essentially a requirement that before sending any message, they review the customer’s profile to understand the full context—not just what they bought or when, but also when they were last contacted, whether marketing has already reached out, and what that messaging looked like. Then they ask, ‘How can I build on that and make this feel more personal and valuable?’

It’s not about volume—it’s about impact. Our success comes from making every message count.

That’s how you increase loyalty, for sure. So, would you recommend Endear to other brands in your space?

Absolutely—I would recommend Endear. The onboarding was seamless, and setting up additional integrations was just as smooth. It’s incredibly user-friendly for our teams and actually makes clienteling feel fun.

What’s especially valuable for me is being able to see and measure the impact of the hard work our store teams are doing. That’s often one of the biggest challenges for retail managers—whether you’re a store manager, regional leader, or someone in my role—communicating the full scope of what retail employees contribute each day.

If your leadership team isn’t in the store, it’s difficult to articulate the value without data. Endear has made it possible to quantify that work and present it in a way that resonates with people who may not have retail experience. That visibility has been eye-opening.

Thank you so much for your time, Sofie!