Paul Smith & Antavo Launches a Loyalty Program With a Playful Twist on Collectibles

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

About Antavo

Antavo is revolutionizing the customer loyalty landscape with its cutting-edge AI Loyalty Cloud. As the market’s most powerful pure-play loyalty technology, Antavo’s platform seamlessly combines advanced AI capabilities with effortless integration, setting a new standard in the industry.

Antavo is the leading provider of AI-powered customer loyalty technology, offering a comprehensive platform that streamlines the entire loyalty program lifecycle. Its solutions include a Promotion Engine to engage the full customer base, a Loyalty Planner that accelerates program planning by up to 10 times, and a flexible Loyalty Engine with an intuitive Workflows editor to bring any loyalty concept to life. Once a program is live, Antavo’s Optimizer transforms loyalty data into clear, actionable insights. At the core of all the solutions is Timi AI, an agentic AI that enhances and supports every step of the loyalty journey.

This excellence has not gone unnoticed. Antavo is recognized by industry leaders such as Forrester, Gartner, and IDC, and it’s the preferred choice for global brands, loyalty consultants, and system integrators worldwide. Antavo’s diverse client portfolio, including household names like KFC, Skims, C&A, Flying Tiger, Notino, Scandic Hotels, Kathmandu, Brightline and Benefit Cosmetics, spans industries from fashion, beauty, retail, travel, and hospitality, showcasing the versatility and effectiveness of the platform.

Experience the future of customer loyalty with Antavo. Visit antavo.com to learn more.

Media Contacts

Antavo

Eva Bacsi, Global Head of Marketing
[email protected]