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Carl Friedrik — Shopify Plus migration + headless rebuild

Premium leather travel accessories. Shopify Plus migration with custom inventory sync, B2B portal and a headless storefront across 10+ markets.

Man stepping out of a black car carrying a Carl Friedrik aluminium suitcase
Client
Carl Friedrik
Industry
Bags
What we did
Shopify PlusHeadlessAppsUI/UXSEO

(01)

The Challenge

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.

(02)

The Solution

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.

What we did

  1. 01Migrated to Shopify Plus and rebuilt the storefront headless on Hydrogen + Remix to remove the variant ceiling and the third-party-app drag.
  2. 02Designed 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.
  3. 03Built a custom inventory-sync service that keeps Shopify, the warehouse and the wholesale platform in lockstep and removes manual reconciliation.
  4. 04Added product personalisation (engraving, monogram, gift options) and automatic cart-level discounts to lift AOV without bolt-on apps.
  5. 05Stood up regional storefronts (UK / EU / US) with localised pricing, shipping and tax, sharing one codebase and one editorial team.
  6. 06Wired up Klaviyo, Judge.me and an Instagram gallery, plus a custom sitemap, robots and product schema layer for organic search.

(03)

Results

+18%

conversion rate

+27%

mobile CR

10+

markets

B2B + DTC

channels

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

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