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[Case Study] Underneath It All: Kat the Label’s Strategic Affiliate Wins with Partnerize

Apr 14, 2025

Georgia Hudson

Marketing Director, JAPAC

Founded in Melbourne, Australia, in 2015, Kat the Label is renowned for their elevated, ultra-feminine lingerie. With an ever-growing loyal customer base nationwide, the brand has set its sights on conquering the US market, with affiliates being key to this strategy.

Before joining Partnerize in 2022, Kat The Label was new to affiliate marketing but had an extensive influencer program that had delivered measurable results. To kick off their program successfully, the team enlisted the support of Partnerize’s services team for three months, during which they set out specific goals to set them up for success. These goals included:

Increasing their new customer acquisition
Diversifying their partner network to include a healthy mix of cashback, loyalty, rewards, shopping, and content partners:

To support their goal of new customer acquisition, Kat the Label strategically applied a lower commission rate for existing customers, freeing up dollars to reward new customer growth. In conjunction with this strategy, they leveraged tools such as suppressed codes to keep the channel efficient, saving 20% on paid commissions while driving 61% conversions and 70% of the total revenue from new customers since launching their program.

Since launching its affiliate program, Kat the Label has grown significantly, driving market awareness and revenue. The program now contributes 8% of total revenue in Australia and 5% in the U.S.—a strong benchmark for a new-to-channel advertiser. With dedicated onboarding and a dynamic commissioning strategy, the brand saw impressive results within the first three months:

70% of total conversions came from new customers.
Over 40% of the partners that joined the AU Program were already driving conversions for Kat the Label. Three of which remain the brand’s top revenue-driving partners.

Since their launch in the affiliate channel, Kat the Label has experienced:

12% YoY revenue growth in AU
130% YoY revenue growth in the U.S.
38% YoY overall revenue growth

Learn more about Kat the Label’s affiliate success by reading the case study right here.

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[Case Study] Underneath It All: Kat the Label’s Strategic Affiliate Wins with Partnerize

Georgia Hudson

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