Paul Smith & Antavo Launches a Loyalty Program With a Playful Twist on Collectibles
October 14, 2025
Antavo is proud to announce that, following its partnership with British fashion design house Paul Smith, the company’s loyalty program, Collectors Club, is now officially live across 20 countries and ~100 stores worldwide.
Since its founding, Paul Smith has become synonymous with creativity, playful elegance, and impeccable craftsmanship. Founded as a 3×3 meter shop in Nottingham by legendary fashion designer Paul Smith, the aptly named Paul Smith design house has become a leading independent design company – with 100 shops across 20 countries. With Collector’s Club, the company’s new loyalty program powered by Antavo’s technology— those values are now woven into a rewards experience built for true enthusiasts and lifelong collectors.
Here’s a quick breakdown on the uniqueness and value of the Collectors Club:
- The program is fully omnichannel, offering not just convenience for customers, but also granting the company more data collection points.
- There are 4 tiers (Newcomer, Enthusiast, Curator, Smithy-this one invitation only), giving members constant motivation for engagement and driving both AOV and higher purchase frequency.
- The core pillar of the program is undoubtedly the gamification feature that reflects Paul’s love for stamp collection. Members can collect stamps, and have their own digital stamp album. By this, Paul Smith manages to completely reimagine loyalty program features through the creative playfulness the brand and its creator are known for.
- Program members receive 1 redeemable stamp for every €10 they spend, plus for actions like purchasing rare collaboration designs, and finding hidden Easter Eggs – marking and rewarding those already special moments.
- The program features 70+ challenges in total to keep members engaged.
- The stamps people collect can be redeemed for discounts, exclusive access, premium services and much more.
- Collector’s Club also has a digital pass for mobile wallets, saving for the staff when identifying customers, and again, supporting data collection.
- The loyalty program is live across 20 countries and 100 unique shops, supporting the design companies global presence.
“Paul Smith is known the world-over for delivering exceptional retail experiences in exceptional retail environments. Our Collectors Club brings this spirit to a rewards initiative that’s focused on building a community that appreciates the joy of discovery and the unexpected as much as we do. Through the club, we are excited to nurture our existing customers as well as welcome new ones.” Ewan Venters, Executive Chairman of Paul Smith Ltd.
As part of the launch, Antavo has successfully migrated ~550,000 customers — instantly placing opt-in members into the right Collectors Club tier based on their past 24 months of purchase history, so they enjoyed immediate access to benefits from day one.
“Working with Paul Smith has been one of the most creative projects we’ve ever had. From the very beginning, they sought to innovate in every possible aspect. Because our technology has always been built with freedom and flexibility in mind, keeping up with the concept wasn’t an issue. With the Collectors Club, we’re proud to show how Antavo can help iconic brands reimagine loyalty—turning it into something playful, global, and deeply personal.” Attila Kecsmar, CEO & Co-founder of Antavo
The launch of the Collectors Club was a collaborative effort between Paul Smith Ltd, Antavo, Limesharp, Vervaunt and Centra.
About Paul Smith
Paul Smith is Britain’s leading independent design company and a true fashion institution. Beginning in 1970 with a single three-by-three metre shop in Paul’s hometown of Nottingham, it has grown into a global enterprise, with more than 100 shops across 20 countries. For more, visit paulsmith.com
What is Antavo?
Antavo is the AI loyalty and incentives platform that brings together loyalty, promotions, and agentic AI to turn customers into regulars: the customers who come back on their own, buy more often, and bring others with them. For more than a decade, Antavo has powered identity-led loyalty strategies for brands including SKIMS, Paul Smith, KFC, Flying Tiger, and Hyatt’s Inclusive Collection. Marketers build, change, and launch programs and promotions themselves, without waiting on engineering. Learn more at antavo.com.
Media Contacts
Antavo
Eva Bacsi, Global Head of Marketing
[email protected]
Frequently asked questions about Antavo
What can brands build with Antavo?
Brands use Antavo to run the whole loyalty and incentives program on one platform: points, tiers, challenges, streaks, referrals, clubs, and rewards beyond discounts; promotions and incentives for members and non-members alike, from bonus points and promo codes to bundles and cart-level offers; and agentic AI built in. Everything runs online, in store, on mobile, and in wallet, and marketers launch it themselves.
Who uses Antavo?
Antavo works with mid-market and upper-mid-market brands across fashion, retail, beauty, travel, hospitality, restaurants, and sports in North America and Europe: multi-market, omnichannel brands with a strong identity and customers worth keeping, including Paul Smith, KFC, SKIMS, Rip Curl, Benefit Cosmetics, and Hyatt's Inclusive Collection.
How long has Antavo been around?
Antavo was founded in 2012 and has been building loyalty programs for more than a decade, with teams across Europe and North America serving brands worldwide.
Why do brands switch to Antavo?
Most loyalty programs get stuck: reduced to a discount engine, generic to customers, or too rigid to evolve. Antavo removes those compromises. Brands get a program that feels unmistakably their own, loyalty and incentives on one platform, and the depth to handle tiers, expirations, refunds, and many markets at scale. Their own marketers run it: a tier change in an afternoon, live when they press the button.
How does Antavo use AI?
Antavo's agentic AI is built in, not bolted on. Two named agents do the work: the AI Loyalty Expert, which turns your ideas into a build-ready program, and the AI Analyst, which turns your data into clear answers and reports. Both work inside Antavo or connect to Claude and ChatGPT, and every answer is grounded in your own program and data.
What does Antavo integrate with?
Antavo is API-first with real-time webhooks and deep pre-built integrations, from Shopify, Klaviyo, Braze, and Bloomreach to the CRMs, CDPs, ESPs, and POS systems you already use. Antavo plugs into the stack you already run rather than replacing it.
