Carl Friedrik — Shopify Plus migration + headless rebuild

Carl Friedrik had outgrown a standard Shopify storefront. Product configuration was bumping into Shopify's variant ceiling, third-party apps were dragging site speed down, and there was no clean way to run B2B and DTC from one stack as the catalogue and number of markets grew.

What we did

• Migrated to Shopify Plus and rebuilt the storefront headless on Hydrogen + Remix to remove the variant ceiling and the third-party-app drag.
• Designed and shipped a B2B portal on top of the same catalogue, with role-based pricing, account-level price lists and order notes routed to fulfilment partners.
• Built a custom inventory-sync service that keeps Shopify, the warehouse and the wholesale platform in lockstep and removes manual reconciliation.
• Added product personalisation (engraving, monogram, gift options) and automatic cart-level discounts to lift AOV without bolt-on apps.
• Stood up regional storefronts (UK / EU / US) with localised pricing, shipping and tax, sharing one codebase and one editorial team.
• Wired up Klaviyo, Judge.me and an Instagram gallery, plus a custom sitemap, robots and product schema layer for organic search.

Stack

Shopify Plus, Hydrogen, Remix, TypeScript, Metaobjects & Metafields, custom Node.js inventory-sync service, Klaviyo, Judge.me.

Role

Lead end-to-end build and ongoing retainer — discovery, design, headless implementation, B2B portal, custom apps, performance and SEO, with continuous improvement post-launch.

One headless stack now runs Carl Friedrik's DTC and B2B businesses across 10+ markets, with the in-house team able to ship pages and campaigns without developer help.

• +18% overall conversion rate
• +27% mobile conversion rate
• 10+ markets served from one codebase
• B2B + DTC on the same Shopify Plus stack