OMHU, the Copenhagen design brand behind the viral Teddy Sofa, has appointed Underground Ecom to build its retention and lifecycle programme in Klaviyo.
We’re proud to announce that Underground Ecom is now working with OMHU, one of Europe’s fastest-growing direct-to-consumer brands. We’ll be leading OMHU’s CRM growth in Klaviyo, building a retention and lifecycle programme designed to turn a viral moment into lasting, repeat revenue.
“We couldn’t be more excited to lead OMHU’s CRM growth with Klaviyo. Working with one of Europe’s fastest-growing ecommerce brands is always a huge privilege.”
Jamie Watkins, CEO, Underground Ecom
Who is OMHU?
OMHU is a Copenhagen design studio founded by Frederik and Jonas, who started the business out of a garage with a single sofa. That sofa, the modular, legless Teddy Sofa, went on to become one of the most recognisable furniture designs online.
Today OMHU sells direct to consumer in 25 markets across Europe and North America, with showrooms in cities including Copenhagen, London, Stockholm, Munich, Madrid and New York. Its US launch in October 2025 opened to around 200,000 email sign-ups, and the US is now its biggest market.
In 2026, OMHU swept the Danish Ecommerce Awards (E-handelsprisen), taking Best New E-commerce Business, Best Export Case and the overall Gold award.
From viral moment to repeat revenue
OMHU is a social-first brand. Its growth has been driven by content, creators and cultural relevance, including campaigns that play on the many copies of its design across online marketplaces.
Viral demand brings in huge audiences. The challenge is what happens next. OMHU’s customers typically take months to decide on a high-value purchase, moving between devices and channels before they buy. And with a no-discount approach, OMHU can’t rely on promotions to close the sale.
That makes CRM one of OMHU’s most important growth channels. Every sign-up, waitlist registration and first purchase is a relationship to build on.
What we’re building in Klaviyo
We’re building OMHU’s retention and lifecycle programme in Klaviyo around three jobs: welcome, educate and re-engage.
Welcome
Introducing new subscribers to OMHU’s world from the first sign-up, whether they come from a viral post, a waitlist or a showroom visit. The aim is to turn interest into a relationship from day one.
Educate
Supporting a long, considered purchase journey with content that answers real questions: how the Teddy Sofa works, which configuration and colour fit a customer’s space, and why it’s worth the investment. Good education builds confidence without discounting.
Re-engage
Keeping OMHU front of mind after the first purchase and bringing people back, with new launches, covers and accessories, and timely messages for customers who have gone quiet.
Because OMHU sells across 25 markets, the programme is being built to work across languages, currencies and regions, so every customer gets a relevant experience wherever they shop.
Why OMHU and Underground Ecom are a good fit
We specialise in retention for fast-growing, international DTC brands. As a Klaviyo Master Elite Partner and Klaviyo Agency Partner of the Year EMEA 2025, with a seat on Klaviyo’s Partner Advisory Council for 2026, we know how to get the most from the platform at scale.
That experience suits a brand like OMHU: high-value products, a long consideration cycle, multiple markets and a brand that customers genuinely love. Our job is to make sure that love keeps turning into revenue.
Who are Underground Ecom?
Underground Ecom is a London-based CRM and retention marketing agency, specialising in email, SMS and lifecycle marketing for DTC and ecommerce brands. We’re a Klaviyo Master Elite Partner and an accredited member of the Data & Marketing Association, with teams in London and Cape Town.
Growing fast and want your CRM to keep up? Talk to our team about building a lifecycle programme in Klaviyo.
Sources
- How OMHU went from platform maintenance to 25 markets (Shopify case study)
- OMHU careers page (markets and showroom cities)
- OMHU’s zero-discount strategy (Honest Ecommerce interview with OMHU’s CMO)
- OMHU’s Iconic Dupe campaign (Complex)
