How One Bone Transformed Community and Video-Led Storytelling into an Engaging, Conversion-Driven Mobile Experience with Appbrew

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About One Bone

One Bone was founded on a simple belief: clothing should give bigger bodies the fit, dignity, and representation they deserve. What started as a focused apparel line quickly grew into a movement powered by community, precise fit expertise, and a creator-driven brand identity that speaks directly to its audience.

As One Bone scaled, its mobile app became a key touchpoint for loyal customers, consistently driving strong conversions and higher order values. Founder Adam Greenberg saw the potential immediately: “The app isn’t just another channel, it’s the channel. My long-term vision is for most of our revenue to come from the app,” he said.

However, the platform powering their previous app couldn’t support that vision. As the brand leaned further into storytelling and creator-driven content, the limitations of their existing mobile setup became increasingly clear. They needed an app that could support native shoppable video, richer product detail, and deeper personalization. Their previous app provider couldn’t deliver the level of flexibility or content depth they needed, and the app eventually hit a ceiling.

To unlock the next stage of mobile growth, One Bone needed a platform that could match their ambition and pace. That is where Appbrew entered the picture.

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The Challenge: Scaling a Mobile Channel Held Back by Platform Limits and Shallow Customization

Despite strong performance on Tapcart, One Bone reached a ceiling in control, scale, and international flexibility. As mobile engagement increased, the limitations became clearer across four major areas.

Limited Personalization and Flexibility

Storytelling and fit are central to One Bone’s identity, yet their app failed to reflect that. Their PDPs needed richer modules, more descriptive content, and dynamic layouts that showcased proportions and styling. The existing platform restricted these improvements, preventing the team from building experiences that showcased the depth of their brand.

Lack of Native Shoppable Video

One Bone’s growth is driven by authentic creator-led content and fit-focused storytelling. They wanted these moments to live directly inside their app through fast, native shoppable video, yet their previous platform could not support this, limiting their ability to translate creator storytelling into deeper engagement and retention.

Dependence on Fragile Integrations

One Bone required stable native integrations for push, tracking, and personalization. Their previous app provider failed to provide a unified, comprehensive stack, leading to inconsistent delivery and performance.

Catalog and Compliance Limits Across Markets

Cross-border selling required different product and availability rules for Canada and the US, but their previous platform couldn’t support this level of customization. As a result, One Bone had to rely on manual workarounds that were not scalable and held back their ability to grow smoothly across borders.

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The Solution: Enabling Creator-First Commerce Through Native Video, Dynamic Merchandising, and Smarter Regional Catalogs

Appbrew partnered with One Bone to create a mobile experience built for depth, control, and long-term scale. The approach combined fast execution, technical flexibility, and a mobile-first strategy aligned with One Bone’s community-driven brand.

A High-Performance, On-Brand Shopping Experience

Appbrew rebuilt One Bone’s app with complete design flexibility, allowing the brand to tailor every screen to reflect its visual identity and fit focused storytelling. Product pages were enhanced with color swatches, size charts, auto-play videos and richer content. The home page introduced dual navigation for hero videos, creating an immersive entry point into the brand. 

Native Instagram Style Video Feed

Appbrew introduced a fully native shoppable video experience across the One Bone app, including an Instagram style vertical feed and dedicated video placements throughout key shopping moments. Each video links directly to the featured products, allowing customers to discover and shop items instantly. 

“Appbrew helped us launch a clean, customizable app that feels like us, not just an off-the-shelf experience. The team even built a custom integration from scratch to handle our video needs, which was huge.”

— Adam Greenberg, CEO

Native Integrations for Retention at Scale

The Appbrew team rebuilt One Bone’s integration stack with stable, native support for Klaviyo, Attentive, Livecom, SSO, and Firebase. Together, these integrations created one unified ecosystem where push, email, SMS, and in-app nteractions worked in sync, giving One Bone the control and consistency they needed to scale their mobile channel.

Cross-Border Flexibility Built In

Appbrew enabled country-based product rules, allowing One Bone to hide specific items for US shoppers while maintaining a clean catalog for Canadian customers. The brand now had the control needed to navigate tariffs, brokerage rules, and regional availability without complications.

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The Results: Transforming Customer Loyalty Into 2x Conversions and 3x Revenue

Once One Bone launched on Appbrew, the uplift across key metrics was immediate and measurable.

2x Higher conversions driven by improved journeys
The app converted at more than double the rate of the website, making it One Bone’s highest performing sales channel. Improved PDPs, smoother checkout flows, and deeper personalization helped more shoppers complete purchases.

25% Higher AOV supported by discovery and personalization
Average order value on the app was more than 25% higher than on the web. Customers explored more categories, discovered complementary items, and built larger baskets through intuitive merchandising.

3x Stronger revenue per user
Revenue per active user was more than three times higher as creator-led videos and product-linked content drove deeper discovery and pushed customers toward higher intent buying moments.

15x Longer sessions and richer engagement
App users spent over fifteen times longer per session compared to web visitors, showing how the app recreated a browsing experience that felt closer to shopping in-store.

30x Retention uplift
D30 retention reached 7.6% on the app compared to 0.2% on web. Consistent touchpoints enabled by native integrations kept customers engaged both inside and outside the app.

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Why One Bone Chose Appbrew

As video becomes the growth engine for modern DTC apparel, One Bone needed more than a standard app. They needed a mobile platform that could support creator-led storytelling, native video, and rapid content updates while giving them deeper control across markets. Appbrew helped them achieve this by providing:

• A flexible app framework that evolves quickly with new products and content
• Native video and richer PDP experiences that mirror how their audience shops
• Operational control that removes friction across regions and catalog rules
• A stronger retention engine powered by native integrations and better push
• A partner that supports long-term mobile-first strategy, not just app setup

“Beyond the app itself, the Appbrew team have been true partners, thinking big with us, not just checking boxes. It feels like we’re building with them, not just using their platform.”

— Adam Greenberg, CEO

One Bone’s success reflects a broader shift across DTC apparel: brands that lean into video-first discovery and seamless app journeys are seeing higher conversions, stronger engagement, and faster repeat behavior.

If your brand is ready for a high-performance mobile channel that evolves with your business, Appbrew is ready to build it with you.