For over three decades, Boston Proper has been redefining what “age-appropriate” fashion means for women over 40. Known for its chic, versatile designs, the brand built its legacy through its iconic print catalog. However, as the world moved online, the brand’s reliance on catalog sales became a barrier to thriving in the competitive digital landscape.

When Boston Proper decided to embrace ecommerce innovation, they turned to Shopify Plus—and the results have been nothing short of transformative.

Challenges of a Catalog

• Dependence on Print Catalogs: Boston Proper’s sales were largely driven by catalogs, limiting their ability to embrace digital opportunities fully.
• Outdated Infrastructure: Their custom-built platform was designed for catalog operations, making it incompatible with ecommerce advancements.
• Inefficient Updates: Implementing basic features, such as a new payment method, took six to nine months and often failed to deliver seamless results.
• Customer Experience Issues: The catalog-first approach could have helped their ability to create a cohesive and modern shopping experience.

Why did Boston Proper choose Shopify?

After exploring alternatives like Salesforce and BigCommerce, Boston Proper chose Shopify for its ability to:

• Accelerate Innovation: The team could implement features in minutes, not months, with Shopify.
• Lower Costs: Shopify’s cost-effective solutions helped save hundreds of thousands in software fees.
• Boost Conversions: Shopify Checkout improved the brand’s conversion rates by 4%.
• Simplify Technology: By leveraging Shopify’s infrastructure, Boston Proper focused on being a retailer rather than a tech company.

Adrian Miramontes, CFO of Boston Proper, emphasizes the importance of the decision:
“We needed a platform that allowed us to focus on growth and innovation without being bogged down by tech complexities.”

Boston Proper is now leveraging Shopify to see new growth opportunities, including:

• Checkout Extensibility: Enhancing the customer checkout experience for greater flexibility.

• Loyalty Programs with Yotpo: Rewarding shoppers directly at checkout to improve customer retention.

The Takeaway

Boston Proper’s transition from a catalog-driven legacy brand to a digital-first powerhouse underscores the power of choosing the right platform. Shopify has not only simplified their operations but also empowered them to innovate, grow, and thrive in a competitive landscape.

Are you ready to transform your business like Boston Proper? Discover how Shopify Plus can be the foundation for your success.

-Swathitha,

Content Marketing Team.