Client Design Essentials
Industry Apparel · Accessories
Platform Big Commerce → Shopify Plus
Timeline 90 Days

Design Essentials

Leader in Professional Haircare, moved to Shopify Plus.

Through a strategic migration from BigCommerce to Shopify Plus, SeedCMS delivered a seamless, high-performance platform transformation. This upgrade empowers Design Essentials with faster load times, streamlined B2B and D2C operations, and the flexibility to scale globally while enhancing the overall customer experience.

Visit the live site
Design Essentials
Platform Big Commerce Shopify Plus
Services
  • Shopify Plus Storefront 2.0 Development
  • Data & App Migration
  • Ongoing Performance & Maintenance
  • B2B on Shopify
  • Custom Integration with BeautyAList and Shopify B2B
Engagement

Dedicated PM + dev squad

The brand

Professional Haircare Leader

Design Essentials, a leader in professional haircare, partnered with SeedCMS to elevate its digital experience and streamline how customers discover, shop, and engage with the brand. With a complex catalog spanning multiple hair types and concerns, the team needed a modernized Shopify Plus foundation that improved performance, simplified product discovery, and strengthened both D2C and B2B operations.

Noteworthy features.

Custom-built systems, B2B Integrations and Custom Middleware

01

Hair Solution Quiz & Guided Workflow

An interactive quiz guides customers to personalized product kits based on hair type, concern, and routine, creating a tailored shopping experience that increases engagement and drives conversion.

02

Authenticated Licensing of Beauty Professionals for B2B Ordering Access

Built a custom integration with BeautyAList for verifying beauty professionals before granting access to B2B pricing - streamlining wholesale operations and eliminating guesswork.

03

Localized Storefront Experiences

Customers enjoy a personalized experience with region-specific messaging, currency, and product collections, ensuring relevance across international markets and B2B.

The challenge, and the move.

Performance bottlenecks slowed pages during new product launches and promotional peaks, directly impacting conversion.

The challenge

While Design Essentials had a strong product reputation, the digital experience presented notable challenges.

Performance bottlenecks slowed pages during new product launches and promotional peaks, directly impacting conversion. Discovery across product lines was fragmented, making it difficult for customers to find solutions aligned with their hair type, concerns, or routines. The team also faced operational inefficiencies, with manual syncing required between their PIM, ERP, and storefront, causing delays and data inconsistencies. These limitations hindered both customer experience and internal workflows, signaling the need for a flexible, more unified platform.

The solution

SeedCMS rebuilt the Design Essentials digital experience on Shopify Plus

Introducing a modular theme architecture that supports fast iteration and consistent design across pages. Enhanced UX flows, faceted filtering, and guided discovery tools helped simplify navigation for customers exploring a wide product catalog. The storefront’s navigation and category taxonomy were restructured to align with customer needs, while performance optimizations such as caching, responsive imagery, and lean code architecture ensured fast browsing. Integrations with PIM and ERP systems were implemented to automate data flows and reduce manual overhead, enabling smoother operations and more reliable product and inventory management.

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Design Essentials BEAUTY
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From B2B to D2C, we covered it.

Design Essentials partnered with SeedCMS to elevate its digital experience and streamline how customers discover, shop, and engage with the brand. With a complex catalog spanning multiple hair types and concerns, the team needed a modernized Shopify Plus foundation that improved performance, simplified product discovery, and strengthened both D2C and B2B operations.

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