The best retail marketing channel Mizzen+Main has isn't a paid ad or a promo email. It's the store associate who remembers what you bought last time.

Mizzen+Main, the Dallas menswear brand behind the performance dress shirt, has spent the last few years opening stores and building relationships that keep customers coming back. Year over year, orders influenced by an Endear message grew 139% in order value. In this case study, you'll get the numbers, the brand's own account of how its marketing and retail teams run clienteling together, what's publicly known about Mizzen+Main's revenue and customers, and five plays you can borrow for your own stores.

Let's start with the results.

Mizzen+Main results at a glance

• 139% year-over-year increase in order value for orders influenced by an Endear message
• 2–4% reply rate, with results that track closely with how many messages the team sends
• Ongoing, monthly training that gives store teams ready-to-send language and segments

Key takeaways:

• Split blast sends from one-to-one messages. Use campaigns for launches and promotions, and save personal notes for follow-ups tied to a real conversation.
• Send a short note after every first purchase. About half of Mizzen+Main's store traffic is new customers.
• Segment new customers, gift buyers and omnichannel regulars separately, because one list with one message won't serve all three.
• Train store teams monthly and hand them ready language and segments they can make their own.
• Measure what the outreach drives. Orders influenced by an Endear message grew 139% in order value year over year.

Mizzen+Main at a glance

Mizzen+Main is a privately held menswear brand founded in 2012 by Kevin Lavelle and headquartered in Dallas, Texas. It's best known for dress shirts made from performance fabrics, and it started as an online brand before expanding into its own retail stores and specialty shops (Wikipedia).

Sources: Wikipedia, Shopify case study.

Mizzen+Main revenue: what's public and what isn't

Mizzen+Main is a private company and doesn't publish its annual revenue. The best public signals are growth rates: Shopify reports that in 2023, Mizzen+Main grew retail revenue 27% and online revenue 15% year over year. Endear data shows a 139% year-over-year increase in order value for Endear-influenced orders.

Here's the fuller picture from Shopify's Mizzen+Main case study, covering 2023 against the year before:

Notice something? Retail revenue grew faster than retail orders, and faster than online revenue. Stores were driving a growing share of the business, and each store order was worth more.

If you're searching for a single Mizzen+Main annual revenue figure for 2025, be careful. Company-data sites publish revenue estimates for private brands, and for Mizzen+Main those estimates disagree widely with each other. None of them come from the company, so treat any single number as a rough guess, not an official figure.

What this case study can show you is where some of that store growth comes from: associates staying in touch with customers after they leave the store. That's where our conversation with Mizzen+Main's team comes in.

Inside Mizzen+Main's clienteling program: our interview

The Brand: Meet Mizzen+Main

Mizzen+Main has had one mission for the past decade: to be every man's favorite thing to wear, every single day. From work, travel, watching a football game, or even attending a formal wedding, Mizzen+Main is making sure that guys are always gravitating to their stores.

We spoke with Katie Hahn, Email Marketing and Loyalty Manager at Mizzen+Main, about why they started with Endear and the results they've seen ever since.

Brand Expansion with Momentum

Is it just us, or is Mizzen+Main's brand expanding fairly rapidly?

We are growing across many areas of our business. We are expanding our retail footprint, with new store openings planned this year in Scottsdale, AZ, San Antonio, TX and a second location in Houston, TX with more to follow next year. We have exciting momentum behind our brand and how we are showing up and we also have new product platforms launching, giving our customers more options to expand their Mizzen+Main wardrobe.

How Mizzen+Main came to Endear

What brought your brand to Endear?

Because there are so many places for customers to shop, brand loyalty is even more valuable. We really believe that the thing that has the potential to set us apart is how we make the customer feel and how we can keep that connection going after they walk out of our stores. Endear has been an invaluable tool in enabling us to do just that.

How Mizzen+Main Approaches the Personalized Experience

How is your team using Endear to offer that personalized experience?

We take a two-pronged approach with Endear focusing on the partnership between our corporate marketing team and our retail team. We want there to be alignment with how our retail teams communicate with customers and how we are showing up in our brand marketing channels. We also know how important it is that the communication sent via Endear feels really personal. We focus our blast sends in Endear on things that are applicable to larger customer segments and tailor our one on one messaging to be much more personal and specific to the interaction we had with the customer. It could be as simple as sending a follow up email or note to a customer who just made their first purchase. Endear helps us quickly segment customers to the exact behavior we are looking to target and ease of use has been the biggest win for our retail teams.

Training Retail Teams to use Endear

How do you train your retail teams to keep their outreach strategies fresh?

The best thing about our partnership with the retail teams and Endear is that it's ongoing. Not only are they being trained as they come on board, we are meeting with them on a monthly basis to brainstorm ideas, discuss what initiatives might motivate a lapsed customer or reward a high value customer and we'll talk about what's working in each individual market. We are then equipping the teams with language and segments they can use so they can hit send quickly on a meaningful message, but we also empower them to make it their own since they are the ones who know the customer best. Our main goal is to give customers a reason to come into our stores and Endear has been crucial in achieving that.

Endear's Impact on Sales with Mizzen+Main

Just how well are we talking?

I double checked this number because I was surprised myself, but year-over-year, there has been a 139% increase in order value for orders influenced by an Endear message.

There are so many things currently contributing to our growth, but it is really great to see that our personalized communication with customers has such a positive impact on sales.

The Numbers Don't Lie

Of course, and congrats! We checked in with Sri, our data scientist. Can you give us the details on these incredible results?

Sure! Mizzen+Main's reply rate hovers between 2-4%, which is not particularly special. I'd say their success directly corresponds with how many messages they are sending, which is great, because it shows if you use Endear, you will make money. They're sending regular messages and getting consistent results.

How Mizzen+Main Prioritizes Campaigns

Katie, can you give an example of the kinds of messages you're sending out?

We send a variety of different campaigns and always try to ensure that the content aligns with our marketing priorities for that month. Our most common campaigns are around new product launches, invites to in-store events or an early heads up that a big promotion is coming. We really like being able to use Endear to invite customers in to shop promotions or new products before anyone else or to attend a special event (like our recent in-store meet and greet with Josh Smith from the Texas Rangers). The exclusivity of these personalized campaigns and invitations can make customers feel really valued.

In-Store Experiences Matter

And our internal data shows that in general, Average Order Value for Endear-attributed sales is 47% higher than non-Endear-attributed sales. That also shows that better clienteling does provide a huge bump to AOV and to the bottom line.

We've put a big focus on making our stores feel like a place where customers can hang out for a while. It's the customers that we've built relationships with who come to buy something new, but may also have a drink and chat for a few minutes while they're there. As you can imagine, the more time you spend in the store, the more likely you are to buy. It's that environment and the relationships our store teams are building that encourage customers to come in and hang for a while so to see that have a direct impact on AOV is really cool.

Thank you, Katie!

Want to see how segments, templates and one-to-one messaging could work for your own store teams? Request a demo and we'll walk you through it with your data in mind.

Who are Mizzen+Main's key customers?

Mizzen+Main's store customers fall into three main groups: new customers discovering the brand (about half of the people who walk into its stores), gift buyers shopping for the men in their lives, and omnichannel shoppers who buy both online and in store. Mizzen+Main says that last group has the highest lifetime value.

Those findings come from Shopify's case study. Each group needs a different kind of message:

• New customers need a reason to come back. That's the first-purchase follow-up Katie describes above: a quick, personal note after someone's first visit.
• Gift buyers are shopping for someone else. They respond to timely nudges before holidays and occasions, plus an associate who can help with sizing.
• Omnichannel regulars are the VIPs. They're the "high value customer" Katie's team plans rewards for each month, and they get the early access and event invites.

Here's the takeaway for your team: one list with one message won't serve all three groups. Segmenting by behavior is what makes the outreach feel personal. As Katie puts it, Endear helps her team "quickly segment customers to the exact behavior we are looking to target."

Mizzen+Main's retail tech stack: Shopify, Shopify POS and Endear

Mizzen+Main runs its ecommerce and stores on Shopify, using Shopify POS in store so customer profiles, inventory and discounts stay in sync between channels. According to Shopify, the team connects its customer data to Endear, a retail CRM and clienteling platform, to spot chances to engage customers. It also uses Yotpo for loyalty points.

Where does each piece fit?

If you're on Shopify too, Endear's Shopify integration syncs your online and in-store customer data so associates see the full picture, and it connects to the rest of your stack through 25+ integrations.

(Quick note if you searched "Endear clothing": Endear isn't a clothing brand. We're the clienteling and retail CRM platform that brands like Mizzen+Main use to connect with their shoppers.)

5 clienteling lessons you can borrow from Mizzen+Main

You don't need Mizzen+Main's footprint to use its playbook. Here's what translates to any store team:

1. Split blast sends from one-to-one messages. Use segment-wide campaigns for launches and promotions, and save personal texts and emails for follow-ups tied to a real conversation.
2. Follow up after the first purchase. A short note to a first-time buyer is the simplest way to turn a new face into a regular. Remember, about half of Mizzen+Main's store traffic is new customers.
3. Train monthly, not once. Mizzen+Main meets with store teams every month to swap ideas, plan lapsed-customer and VIP outreach, and compare what's working in each market.
4. Give associates the words and let them make it their own. Pre-built language and segments mean associates can "hit send quickly on a meaningful message," but they still add their personal touch, since they know the customer best.
5. Make invitations feel exclusive. Early access to promotions, new products before anyone else and in-store events give customers a reason to visit that a discount code can't.

What's the common thread? Volume. As Sri put it, Mizzen+Main's "success directly corresponds with how many messages they are sending." So the question for most brands is how to help every associate send more good messages without adding hours to their shift.

That's what Endear's AI Opportunity Engine is built for. It gives associates a daily queue of high-intent customers with brand-aligned message drafts to review, edit and send. On the AI Opportunity Engine page, Endear reports that one specialty retailer went from 60 outreach messages a week to 360 within six weeks, without adding headcount, and earned $35 in attributed revenue for every $1 spent on actioned opportunities. Pair it with AI Notetaker, which captures in-store conversations by voice, typing or photo, and your follow-ups can reference what the customer actually said.

Mizzen+Main FAQ

Who founded Mizzen+Main, and where is it headquartered?

Kevin Lavelle founded Mizzen+Main in 2012. The company is headquartered in Dallas, Texas, and is privately held (Wikipedia).

What is Mizzen+Main's annual revenue?

Mizzen+Main doesn't publicly report revenue because it's a private company. According to Shopify, its retail revenue grew 27% and online revenue grew 15% year over year in 2023. Third-party revenue figures are estimates, not company-reported numbers.

Does Mizzen+Main use Shopify?

Yes. Mizzen+Main uses Shopify for ecommerce and Shopify POS in its stores, with Endear for clienteling and retail CRM and Yotpo for loyalty.

What results did Mizzen+Main get with Endear?

Mizzen+Main saw a 139% year-over-year increase in order value for orders influenced by an Endear message, with a steady 2–4% reply rate driven by consistent sending.

Is Endear a clothing brand?

No. Endear is a clienteling and retail CRM platform for omnichannel retail brands with physical stores. It helps store associates segment customers and send personal email, SMS and WhatsApp messages. See more Endear customer stories.

Turn your store teams into your best sales channel

Mizzen+Main's results didn't come from one clever campaign. They came from store teams sending regular, personal messages backed by good segments and monthly coaching. You can build the same habit, and with AI drafting the first version of each message, it's easier to keep up.

To see how your apparel brand can achieve the increased revenue that Mizzen+Main has seen using Endear, request a demo.

Related customer stories:

• How FRAME Tripled Their Clienteling Revenue with Endear
• How UNTUCKit Boosted Conversions and Reduced Missed Chats with Endear SalesChat
• How PAIGE Leveraged Clienteling to Drive In-Store Foot Traffic with Endear