How BRUNT Workwear Turns Boot Buyers Into Brand Loyalists

The Retention Marketing Podcast with Fexingo: Email, SMS, and Loyalty for Repeat Customers · Jun 10, 2026 · 11m · transcript

In this episode, we dive into how BRUNT Workwear, a DTC work-boot brand founded in 2021, built a retention engine that drives repeat purchases in a category historically dominated by one-and-done buyers. We break down their specific strategies: a 'Work Hard, Stay Hard' loyalty program that rewards boot maintenance and re-sole purchases, targeted SMS sequences triggered by wear-and-tear milestones (like 'your tread is 40% gone'), and a referral program that turns construction crews into micro-communities. We also look at their email segmentation by job type — electricians…