We did not give Alicia Adams Alpaca a bigger operation. We gave the atelier a better one. One store, refined for luxury, quietly serving both her consumer and her wholesale partners, without a second site to maintain.
Danielle Schermerhorn
Founder and CEO, Atelier Commerce
BUILT WITH
We did not give Alicia Adams Alpaca a bigger operation. We gave the atelier a better one. One store, refined for luxury, quietly serving both her consumer and her wholesale partners, without a second site to maintain.
Danielle Schermerhorn
Founder and CEO, Atelier Commerce
BUILT WITH
One atelier bench, two sets of hands working the same throw. On one side, a private buyer choosing a colorway for a new bedroom. On the other, a designer placing an order for a client's country house. Two very different customers. One product, one voice, one considered experience. The temptation is always to build a second store for the second buyer. Restraint says do not.
One atelier bench, two sets of hands working the same throw. On one side, a private buyer choosing a colorway for a new bedroom. On the other, a designer placing an order for a client's country house. Two very different customers. One product, one voice, one considered experience. The temptation is always to build a second store for the second buyer. Restraint says do not.
Why an intimidating brand needed one store, not two
Alicia Adams Alpaca is a brand most agencies would be reluctant to touch: farm rooted, hand knit, carried in the finest retailers, and featured across Architectural Digest, Vogue, ELLE Decor, Veranda, and Town and Country. The brief was to honor that, and to make it convert, without bloating the operation. The old storefront was converting at 0.68 percent, well below what a house of this caliber should be earning. The wholesale and trade side needed a real system rather than an inbox. The obvious answer was a second site, a duplicate catalog, a second team. The right answer was one store held to a higher standard.
The picture we drew was disciplined by restraint. One Shopify Plus storefront, rebuilt for luxury, with one catalog, one brand experience, one codebase, designed to feel as considered as the pieces it sells. Bespoke B2B built into the same store through Sparklayer, so wholesale and trade buyers get the pricing, ordering, and account tools they need without leaving the brand. Server side tracking so the reporting stops lying. Clean product feeds so the paid engine can compete on truth. Lifecycle marketing running from the same rails. Ongoing CRO after launch, held to the same voice.
Why an intimidating brand needed one store, not two
Alicia Adams Alpaca is a brand most agencies would be reluctant to touch: farm rooted, hand knit, carried in the finest retailers, and featured across Architectural Digest, Vogue, ELLE Decor, Veranda, and Town and Country. The brief was to honor that, and to make it convert, without bloating the operation. The old storefront was converting at 0.68 percent, well below what a house of this caliber should be earning. The wholesale and trade side needed a real system rather than an inbox. The obvious answer was a second site, a duplicate catalog, a second team. The right answer was one store held to a higher standard.
The picture we drew was disciplined by restraint. One Shopify Plus storefront, rebuilt for luxury, with one catalog, one brand experience, one codebase, designed to feel as considered as the pieces it sells. Bespoke B2B built into the same store through Sparklayer, so wholesale and trade buyers get the pricing, ordering, and account tools they need without leaving the brand. Server side tracking so the reporting stops lying. Clean product feeds so the paid engine can compete on truth. Lifecycle marketing running from the same rails. Ongoing CRO after launch, held to the same voice.
How restraint made the numbers move
The atelier built one refined store and taught it to serve two very different buyers, on Shopify Plus with Sparklayer, Klaviyo, and Nosto held to one voice.
The storefront was rebuilt from the codebase up as a single Shopify Plus experience. One catalog. One product model. One brand system for photography, typography, and pacing. The rebuilt store now converts at nearly double the prior 0.68 percent rate, the clearest proof that the experience finally matches the product. Sparklayer sits inside the same store and gives wholesale and trade buyers a bespoke B2B layer: tiered pricing, net terms, minimums, quick reorder, account management, without a second site to maintain. Server side tracking through the same Shopify Plus surface feeds Klaviyo and the paid engine with truth instead of pixel drift. Nosto handles on site personalization so the story a buyer meets in an editorial email is the story she meets on the collection page. Ongoing CRO retires patterns that no longer earn their place: a size guide that opened in a modal on desktop and a new tab on mobile, a shipping threshold that used to arrive after payment, a colorway swatch grid that outgrew its module. The peak holiday season that followed nearly doubled the prior year's, on the same traffic, from the same brand, in one store.
How restraint made the numbers move
The atelier built one refined store and taught it to serve two very different buyers, on Shopify Plus with Sparklayer, Klaviyo, and Nosto held to one voice.
The storefront was rebuilt from the codebase up as a single Shopify Plus experience. One catalog. One product model. One brand system for photography, typography, and pacing. The rebuilt store now converts at nearly double the prior 0.68 percent rate, the clearest proof that the experience finally matches the product. Sparklayer sits inside the same store and gives wholesale and trade buyers a bespoke B2B layer: tiered pricing, net terms, minimums, quick reorder, account management, without a second site to maintain. Server side tracking through the same Shopify Plus surface feeds Klaviyo and the paid engine with truth instead of pixel drift. Nosto handles on site personalization so the story a buyer meets in an editorial email is the story she meets on the collection page. Ongoing CRO retires patterns that no longer earn their place: a size guide that opened in a modal on desktop and a new tab on mobile, a shipping threshold that used to arrive after payment, a colorway swatch grid that outgrew its module. The peak holiday season that followed nearly doubled the prior year's, on the same traffic, from the same brand, in one store.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
