Apparel · Replatform to Shopify Enterprise

Everlane Shopify case study

How SDG helped Everlane go all in on Shopify Enterprise, migrating a decade-old proprietary platform to a faster hybrid headless build.

Industry

Apparel & Fashion

Platform

Shopify Enterprise (hybrid headless)

Custom proprietary stack

Architecture

Hybrid headless on Liquid

Their new site is stunning, 4.5x faster on Liquid than their old headless build, and makes it easier than ever for customers to discover and browse their incredible products.

— Harley Finkelstein, President, Shopify

Overview

Everlane built a global following on a simple, radical idea: tell customers the truth. The brand publishes the true cost of every product, names its factories, and turned transparency into a movement that reshaped what shoppers expect from the labels they trust.

For more than a decade that storefront ran on a proprietary, in-house commerce platform. When Everlane decided to go all in on Shopify Enterprise, it chose SDG to lead the migration.

The challenge

Everlane had operated and extended a custom commerce stack since 2011, including an early, ambitious deployment of Shop Pay Commerce Components. It was sophisticated and deeply bespoke, and that was the problem: it had become a system only a small group could safely change.

A heavily customized, proprietary platform that few engineers could modify with confidence.
A large surrounding ecosystem, search, internationalization, marketing, reviews, fit, and content, to re-integrate without regressions.
An editorial, content-led shopping experience that could not be flattened in the move.
A migration that had to preserve the brand's identity while making the platform dramatically easier to operate.

The solution

SDG led Everlane's full migration to Shopify Enterprise on a hybrid headless architecture, rebuilding the storefront on Liquid while keeping the editorial experience intact. The team moved quickly because two decades of platform depth meant the right architectural calls were made the first time.

A storefront rebuilt on Liquid that preserves Everlane's editorial, content-driven feel.
Re-integration of the operating ecosystem: search and merchandising, cross-border and markets, email and SMS, reviews, fit, and a metaobject-driven CMS.
Segment CDP integrated as the customer-data backbone, unifying analytics and downstream activation across the stack.
Hybrid headless where it adds value, native Liquid where it adds speed and maintainability.
Order-management and point-of-sale architecture consulting, so the migration reflected how the business actually runs.

Results & impact

Everlane went live on Shopify Enterprise in October 2025, on a storefront Shopify's own president called 4.5x faster than the headless build it replaced, and on an architecture the team can actually operate.

A full migration of the storefront and the back office together: ERP, PIM, CRM, analytics, and Segment re-integrated as one coherent system, front end and back end moving as one.
Everlane's editorial, content-led experience preserved intact through the move.
Built on the foundation of Everlane's earlier Shop Pay rollout, which Shopify reported reached roughly 15% of U.S. transactions within 30 days and drove record-high checkout conversion.