How The Tartan Blanket Co. protects momentum & builds trust with STOQ and Klaviyo

Behind every beautiful, natural-fiber woolens and accessories from The Tartan Blanket Co. (TBCo) is a deep commitment to conscious commerce. Based in Edinburgh, this independent, women-founded brand has built a global community by rejecting mass production in favor of producing in small, thoughtful, intentional batches. "We're a B Corp, and we're not funded," explains Katie, a key member of the TBCo team. 

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"So those are really important elements to us. Everything is designed to make an impact, using 100% natural materials or recycled wool. It's a very important part of our brand that we are women-founded by our co-founder and CEO, Emma MacDonald."

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However, small-batch production introduces distinct operational puzzles.  When items sell out quickly, high demand leads to inventory gaps. Historically, TBCo simply waited for restocks, stalling marketing momentum right after successful product launches. 

The Friction of Frictionless Growth

The tipping point came when TBCo realized they needed a way to keep the excitement alive between production runs. 

"We knew the products were coming back in soon," Katie recalls. "So we wanted to keep the momentum going." 

The operational hurdles they faced included:

• Lost Launch Momentum: When their sustainable swimwear line was featured in Stylist magazine, traffic surged, but the inventory evaporated instantly.

 Eager customers were landing on a dead end with no next steps.

• The Global Multi-Warehouse Headache: TBCo manages inventory across multiple regional warehouses. 

Usually, tracking regional inventory to avoid sending "false alarm" stock notifications to the wrong countries requires an enterprise-level tech stack and a massive engineering budget.

• Lean Team Constraints: As an unfunded business with a small team, they needed a tool that could handle complex regional routing out of the box without inflating their tech budget or requiring a dedicated development team.

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STOQ: Bridging the Multi-Market Gap

TBCo turned to STOQ to turn passive "sold out" pages into active community-building tools. 

By pairing STOQ's back-in-stock and pre-order infrastructure with Klaviyo, TBCo didn't just add a button to their website; they built a direct bridge between out-of-stock items and Klaviyo workflows 

When the Stylist magazine feature dropped, STOQ allowed incoming traffic to take immediate action. Instead of walking away empty-handed, customers could place a pre-order instantly. 

Because STOQ syncs natively with Klaviyo, the team didn't have to compromise on their aesthetic. 

They were able to easily design and tweak automated flows that looked exactly like the rest of their brand imagery. Crucially, it solved their multi-warehouse headache without breaking the bank. 

More importantly, STOQ solved its biggest global headache: regional accuracy.

"STOQ works against market-specific notifications, which is really good if you have multiple warehouses," Katie explains. 

“That's a huge benefit to us because it's something smaller companies really struggle with. The other solutions tend to be quite expensive, but STOQ is a really easy solution to the problem without needing a big tech or development team.”

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Why Klaviyo is the Core of the Experience

For TBCo, keeping customer communication unified inside Klaviyo was completely non-negotiable. They didn't want a third-party app sending disconnected, generic emails that felt robotic.

By funneling all of STOQ's pre-order and back-in-stock data directly through Klaviyo, TBCo enabled major strategic advantages:

→  Deeper Customer Insights: "It's so that we can get more data about the people, and there's more tailoring in the design that we can have," Katie emphasizes.

→  Brand Consistency: "The messages that we send out, they're tailored to look like the rest of them. The Klaviyo and STOQ integration is really important. We can tweak it really easily."

→  Proactive Customer Service: In sustainable fashion, production timelines naturally shift. If a shipping date gets delayed, the TBCo team doesn't panic. "If there's been a date delayed, we can just add on information in the flow that's going out so that people know," Katie says.

→ Targeted Retargeting: Once a cohort of interested buyers is captured in a flow, TBCo can look back and target them with highly relevant marketing campaigns later on.

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A Partnership Built on Responsiveness

For a lean team, software is only as good as the people behind it. What truly solidified STOQ as an essential piece of TBCo's ecosystem was the hands-on partnership.

“The support is really good whenever we're needing anything,” says Katie. 

“We're a small team, so being able to have that hands-on support makes it much easier when something doesn't quite work. You guys are very responsive and quick to help out. Our team is really happy with it.”

By choosing an app that punches well above its weight class in features without demanding an enterprise budget, The Tartan Blanket Co. proved that you don't need a massive tech footprint to run a sophisticated global e-commerce operation. 

A Winning Combo for Global Brands 

The success of The Tartan Blanket Co. is a blueprint for online stores everywhere when handling multiple warehouses and shifting stock levels. Using STOQ and Klaviyo together is like Batman and Robin, the ultimate superhero team-up.  STOQ automatically tracks regional inventory and captures customer demand, while Klaviyo turns that data into personalized, automated emails. 

Together? A pretty powerful duo for brands going global without an Avengers-sized tech team or budget.

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