House of BŌ: Building a Luxury DTC Channel From Scratch

House of Bō is unlike any other fragrance brand — an uncompromising fusion of artistry, scent architecture, and bold creative vision. When Bernardo Möller and Giancarlo Perez set out to build a modern luxury house, they knew their fragrances deserved a direct-to-consumer experience as refined as the products themselves.

Explore the brand at houseofbo.co.

They brought me in to build that channel — from the foundational infrastructure to the customer journey, CRO, storytelling, and lifecycle systems. What began as a blank canvas evolved into a high-performing, educational, conversion-optimized luxury DTC ecosystem that matches the brand’s world-class creative identity.

Building the DTC Channel From the Ground Up

House of Bō’s product experience is exceptional — the DTC experience needed to match it. We had to engineer a customer journey where education, storytelling, and discovery were central, not secondary.

Infrastructure & Customer Journey Mapping

• Designed a full-funnel journey tailored to luxury fragrance shoppers
• Mapped all touchpoints — from discovery to sampling to full bottle purchase
• Set up analytics, tracking, attribution, and on-site behavioral measurement
• Connected ad traffic, landing pages, checkout, and post-purchase flows

Brand Education & Discovery Tools

Fragrance requires guidance — and in the luxury space, that guidance must feel personal, elevated, and intuitive.

• Built a Fragrance Discovery Quiz to guide shoppers toward their ideal scent
• Created educational modules explaining accords, notes, perfumers, and artistry
• Developed comparison tools to help customers understand their preference profiles
• Built landing pages for each scent universe and perfumer collaboration

These tools dramatically improved engagement, conversion, and sampling efficiency.

Relentless CRO Optimization

CRO wasn’t an occasional activity — it was systematic.

• A/B tested product page layouts, storytelling flow, and add-to-cart prompts
• Optimized the Discovery Set journey to increase conversion → full bottle
• Improved navigation, speed, accessibility, and UX patterns for luxury retail
• Introduced dynamic bundles and offers that increased AOV without discounting

Every test, win or lose, gave us clarity and momentum — leading to a consistently improving customer journey.

Increasing Digital Visibility Across the Web

House of Bō needed a presence that matched its creative identity. This meant visibility not only through paid ads but through a unified ecosystem of touchpoints.

• Search visibility optimizations for all fragrances and accords
• Content strategy for note-based searches and brand education
• Landing pages for new launches, founder stories, and collaborations
• Optimized retargeting flows across platforms: Meta, Google, TikTok
• Created digital experiences that put the brand’s design language forward

The result was a structured, recognizable digital presence aligned with the brand’s elevated identity.

Lifecycle, Retention & Sampling Architecture

Once customers discovered the brand, we needed to guide them through a luxury sampling and repurchase cycle.

• Created a full lifecycle system in Klaviyo — welcome, education, sampling, conversion, winback
• Designed post-purchase flows tailored to sampling behavior
• Added SMS touchpoints for storytelling and product reveal moments
• Introduced scent-pairing sequences to increase multi-fragrance AOV

This system improved LTV, shortened time between purchases, and strengthened brand loyalty.

The Outcome

• Full DTC channel built from zero to a fully operational growth engine
• Luxury educational experience integrated across onsite and lifecycle
• High-performing Discovery Quiz leading to higher conversion → full bottle
• Consistent CRO improvements across product pages, landing pages & checkout
• Improved AOV through bundles, sampling flows & scent pairing strategies
• Stronger brand visibility across paid, organic, and landing page ecosystems
• A scalable digital foundation that honors the brand’s artistic DNA

House of Bō now has a DTC experience that reflects its essence: modern luxury, artistic depth, bold storytelling, and sensory immersion — all supported by a growth system built for scale.

My thanks go to Bernardo and Giancarlo for their trust and collaboration. Their clarity of vision, creative excellence, and dedication to building a world-class DTC experience made this work truly meaningful. They’re remarkable founders and individuals.