Bundles and gifts that still feel like the club

Billy Bones Club is Till Death drops and Bones Clubhouse attitude: mesh sets, gothic type, and shoppers building a look on purpose. Offers have to feel like the club, not a strip mall kiosk, while the brand still grows basket size and conversion.

Rotating capsules and collabs outrun spreadsheet rules, and multi-region sites multiply the ways a bundle or gift can feel off-brand. The team wanted automation with taste and partners who ship flows, not more admin. We stepped in so bundle paths and gifts read as insider perks and the cart stays loud, proud, and on-tone.

The cart now carries two plays that match how BBC fans shop: a bundle builder for finishing a full look without tab-hopping, and gift with purchase that lands like a clubhouse perk instead of a random add-on. Upnova designs, builds, and operates both flows in the Upnova cart; Billy Bones Club approves what ships, and we keep refining together so timing and tone stay unmistakably on brand.

The first clip follows someone completing a bundle; the second shows a gift unlocking at the right spend.

Build the fit in one motion​

Shoppers see a straight path from an “almost there” cart to a finished fit, instead of piecing URLs together on their own.

Gifts that feel like keys to the clubhouse​

Gift rules line up with behaviour BBC already celebrates, so the reward shows up when it feels earned, not bolted on.

The numbers back the story without leaning on revenue totals: +10% average order value and +12% conversion once the new flows had room to run. Those lifts come from partner reporting, not from a public benchmark page, and we are not publishing order counts or dollar revenue here.

Orders increasingly include extras earned through Upnova offers, and the tone stayed BBC-first. Nothing reads like a strip mall kiosk.

New Till Death drops and collabs will keep reshuffling SKUs. The playbook scales because our team holds the system while the creative team ships the next capsule.