Michael McBride
Founder & CEO, Atelier Commerce
Michael McBride
Founder & CEO, Atelier Commerce
We did not give Alicia Adams Alpaca a bigger operation. We gave them a better one. A single store, refined for luxury, that quietly serves both their consumers and their wholesale partners, and grew revenue nearly 60 percent in a year.
We did not give Alicia Adams Alpaca a bigger operation. We gave them a better one. A single store, refined for luxury, that quietly serves both their consumers and their wholesale partners, and grew revenue nearly 60 percent in a year.
The Challenge
Alicia Adams Alpaca is a brand most agencies would be intimidated to touch: farm-rooted, artisan-made, carried in the finest retailers, and featured across the most elevated press, from Architectural Digest and Vogue to ELLE Decor, Veranda, and Town and Country. The brief was to honor that, and to make it convert, without bloating the operation.
A luxury brand needs an experience that earns the price. At 0.68 percent, the old store was converting well below its potential. For a brand of this caliber, the experience itself has to communicate the quality of the product. Two markets, and the temptation to build two of everything. Alicia Adams sells both to discerning consumers and to wholesale and trade buyers. The easy answer is a second site, a second catalog, a second stack, and double the maintenance. That is tech debt dressed up as growth. The brand equity could not be diluted. This is a house with genuine prestige and a loyal following among interior designers, tastemakers, and fine retailers. Any rebuild had to feel more elevated, never less. Operations had to get simpler, not heavier. The goal was to maximize what the brand could do while streamlining how it ran. The brief: one store, elevated, serving both markets, converting far better, and easier to run.
The Challenge
Alicia Adams Alpaca is a brand most agencies would be intimidated to touch: farm-rooted, artisan-made, carried in the finest retailers, and featured across the most elevated press, from Architectural Digest and Vogue to ELLE Decor, Veranda, and Town and Country. The brief was to honor that, and to make it convert, without bloating the operation.
A luxury brand needs an experience that earns the price. At 0.68 percent, the old store was converting well below its potential. For a brand of this caliber, the experience itself has to communicate the quality of the product. Two markets, and the temptation to build two of everything. Alicia Adams sells both to discerning consumers and to wholesale and trade buyers. The easy answer is a second site, a second catalog, a second stack, and double the maintenance. That is tech debt dressed up as growth. The brand equity could not be diluted. This is a house with genuine prestige and a loyal following among interior designers, tastemakers, and fine retailers. Any rebuild had to feel more elevated, never less. Operations had to get simpler, not heavier. The goal was to maximize what the brand could do while streamlining how it ran. The brief: one store, elevated, serving both markets, converting far better, and easier to run.
The System
We built one refined store and taught it to serve two very different buyers.
A single Shopify Plus storefront, rebuilt for luxury. One catalog, one brand experience, one codebase, designed to feel as considered as the products it sells. The rebuilt store converts at nearly double the prior rate, the clearest proof that the experience now matches the brand. Bespoke B2B through Sparklayer, inside the same store. Wholesale and trade buyers get the pricing, ordering, and account experience they need, without a second website. This is the heart of the strategy: maximize the brand's reach across DTC and B2B while keeping the technical footprint small. Low tech debt by design. No duplicate site to maintain, no second catalog to reconcile, no parallel analytics to stitch together. One store means one source of truth and far less operational overhead, which is exactly what a lean luxury team needs. A measurement stack built to see everything. Reliable server-side tracking, clean product feeds across channels, and lifecycle marketing, so every gain is attributable. CRO as a discipline, not a launch event. The conversion rate climbed across the year as we tested and refined, capturing a peak holiday season that nearly doubled the prior year's.
The System
We built one refined store and taught it to serve two very different buyers.
A single Shopify Plus storefront, rebuilt for luxury. One catalog, one brand experience, one codebase, designed to feel as considered as the products it sells. The rebuilt store converts at nearly double the prior rate, the clearest proof that the experience now matches the brand. Bespoke B2B through Sparklayer, inside the same store. Wholesale and trade buyers get the pricing, ordering, and account experience they need, without a second website. This is the heart of the strategy: maximize the brand's reach across DTC and B2B while keeping the technical footprint small. Low tech debt by design. No duplicate site to maintain, no second catalog to reconcile, no parallel analytics to stitch together. One store means one source of truth and far less operational overhead, which is exactly what a lean luxury team needs. A measurement stack built to see everything. Reliable server-side tracking, clean product feeds across channels, and lifecycle marketing, so every gain is attributable. CRO as a discipline, not a launch event. The conversion rate climbed across the year as we tested and refined, capturing a peak holiday season that nearly doubled the prior year's.
Latest projects
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Alicia Adams Alpaca: A Hundred-plus Colorways For Every Season, Every Channel, and Not A Single Studio Booked
Alicia Adams Alpaca crafts heirloom throws and home pieces earning its place in Architectural Digest, Vogue, and Veranda. Lifestyle photography is the industry's costliest bottleneck. So we built the room instead of renting it. Photorealistic scenes, art-directed like editorial photography. Every color, every season, at a fraction of the cost.
Alicia Adams Alpaca: A Hundred-plus Colorways For Every Season, Every Channel, and Not A Single Studio Booked
Alicia Adams Alpaca crafts heirloom throws and home pieces earning its place in Architectural Digest, Vogue, and Veranda. Lifestyle photography is the industry's costliest bottleneck. So we built the room instead of renting it. Photorealistic scenes, art-directed like editorial photography. Every color, every season, at a fraction of the cost.
Latest projects
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Alicia Adams Alpaca: A Hundred-plus Colorways For Every Season, Every Channel, and Not A Single Studio Booked
Alicia Adams Alpaca crafts heirloom throws and home pieces earning its place in Architectural Digest, Vogue, and Veranda. Lifestyle photography is the industry's costliest bottleneck. So we built the room instead of renting it. Photorealistic scenes, art-directed like editorial photography. Every color, every season, at a fraction of the cost.
