Australian sustainable underwear brand Boody is making waves in the retail technology space with its strategic partnership with Yotpo to completely revamp its customer loyalty program, The Lounge. This collaboration signals a significant evolution in how sustainable fashion brands are approaching customer retention and engagement.
The Partnership Announcement
The partnership was officially announced by Rad Mitic, Head of Brand Advocacy at Yotpo, through a LinkedIn post. “Excited to share that Boody is now live with Yotpo reviews and loyalty,” Mitic said, emphasizing the comprehensive nature of the partnership that extends beyond just loyalty features.
Mitic described Boody as “an Aussie-born brand that’s all about keeping things comfy, cool, and kind to the planet.” He commented on the quality of the loyalty program revamp: “The revamp of its new loyalty programme called The Lounge is a masterpiece of excellence, it’s where comfort meets rewards,” Mitic said.
Understanding Boody’s Brand Foundation
Founded in 2012 by Neil Midalia and David Greenblo, Boody has established itself as a pioneer in sustainable fashion. The company began with a unique combination of expertise: Midalia’s background in pharmacy and Greenblo’s experience in fashion manufacturing created the perfect foundation for developing comfortable, health-conscious clothing. Today, the brand is managed by the founders’ sons, Shaun Greenblo and Elliot Midalia, who serve as Co-Managing Directors.
Boody has built its reputation on organically grown bamboo viscose products and is recognized for its commitment to sustainable manufacturing. The brand received B Corp certification, becoming the first underwear brand in Australia and New Zealand to achieve this, and continues to expand its global presence as a leader in eco-friendly apparel.
The Lounge Loyalty Program Evolution
The Lounge reflects Boody’s approach to customer rewards that matches its brand focus on comfort and sustainability. The program aims to deliver the coziness customers expect from Boody products, creating a seamless brand experience.
According to Boody’s Lounge page, The Lounge operates on a points-based system where new members receive 300 points (equivalent to $15) upon joining. The program uses a simple conversion rate, with every 20 points equaling $1 off future purchases. Members earn points through shopping and engaging with the brand.
Yotpo’s Advanced Technology Platform
Boody’s partnership with Yotpo brings sophisticated loyalty technology to its expanding customer base. Yotpo’s platform offers multiple point-earning campaigns, VIP tier options, program analytics, and seamless integration with major e-commerce channels, helping brands create tailored, customer-centric rewards programs that boost lifetime value and engage new buyers.
Key features include advanced dashboards, diverse earning campaign options, frictionless redemption, and brand-customizable program design, positioning Boody’s loyalty program at the forefront of modern retail innovation.
Industry Personnel Changes
The announcement also came alongside key changes at Yotpo. Sara Pereda, former Senior Partner Manager for Tech and Agency Partners at Yotpo, joined Rivo as Global Head of Partnerships.
In her farewell LinkedIn post, Sara Pereda said: “After an unforgettable almost four years at Yotpo, it’s time for a new chapter. From collaborating with incredible tech and agency partners to building relationships that grew into real friendships – it’s been an amazing ride, and I’m so proud of everything we accomplished together.”
She continued: “Thank you to everyone at Yotpo who made this such a special place. From day one, I was trusted, challenged, and empowered – and I’ll always be grateful for that. Huge shoutout to my fellow partner managers, the amazing colleagues who supported our partners to give their clients the best experience possible in this tough, ever changing macro environment, and to the leadership team whose trust, guidance, and steady support made all the difference,” Pereda said.
Future Implications for Retail Technology
This partnership illustrates the increasing sophistication of loyalty technology available to mid-market retailers. The integration of reviews and loyalty features provides Boody with a robust customer engagement solution. This approach reflects the future of retail technology, where customer engagement and rewards are unified under one system.
As Boody continues to expand globally, the enhanced loyalty program powered by Yotpo’s technology sets the brand up for further growth. The collaboration is a strong example for other brands looking to leverage technology while staying true to their sustainability mission.
