Founded in 2016, BYLT Basics has grown from a digital-native brand into a premium essentials retailer known for elevated everyday basics and “work leisure” apparel. BYLT expanded beyond direct-to-consumer ecommerce to build a growing retail presence, while keeping their customer experience consistent across channels.
The brand's move from pure-play digital to omnichannel retail accelerated when they unified commerce operations on Shopify, implemented Shopify POS across their physical retail locations, and migrated to Hydrogen, Shopify's React-based framework. The same foundation now supports BYLT's wholesale channel through a dedicated Shopify B2B portal built with Bear Group.
With Shopify, BYLT Basics has:
- Scaled from one to seven profitable retail locations in less than one year
- Expanded their women's product catalog 400% year-over-year, with immediate impact in retail sales and merchandising
- Drove more than 50% of DTC conversions through Shopify Payments
- Built an app-based customer channel with Tapcart, producing 10% of overall conversions
- Reduced time spent managing inventory and coordinating systems across channels
- Launched a dedicated Shopify B2B wholesale portal with customer-specific pricing, payment terms, catalog rules, and custom bulk ordering for apparel buyers
The challenge: Scale channels without splitting the brand experience
With nearly a decade of ecommerce success behind them, BYLT recognized an opportunity in physical retail.
We saw this tremendous increase in demand for retail, which brought on a greater opportunity to diversify our sales channel offering nationwide
But expanding beyond their digital roots brought new operational questions. BYLT needed to maintain the same level of customer experience and efficiency they had built online while scaling physical stores. That meant managing inventory across locations, implementing a point-of-sale system that could handle in-store and online orders, and creating a consistent experience for customers no matter where they chose to shop.
As BYLT's wholesale channel grew, the team faced a similar challenge in B2B. Apparel wholesale buyers needed a dedicated ordering experience that could support large, multi-variant purchases, customer-specific pricing, payment terms, catalog rules, and minimum order requirements by color and size. At the same time, BYLT needed the experience to feel like BYLT, not a generic wholesale portal disconnected from their retail brand.
The solution: Build connected commerce on Shopify
BYLT found their path to unified commerce with Shopify. The team brought on Shopify POS to power retail operations and saw a smooth implementation.
To get a store fully operational on Shopify and to have Shopify POS on every device takes less than a day
Compared with other systems, Shopify POS stood out for simplicity. “The setup and training process has been one of the best we've experienced since opening up retail.”
The integration between Shopify POS and the rest of BYLT's commerce stack helped the team sell beyond limited store inventory. “If you come in looking for a specific shirt, but we're out of your size, we can order it online for you right from the POS,” says Tyler. The team can also use Shopify analytics to spot store performance trends without manually pulling reports every day.
BYLT also extended their commerce strategy through a custom mobile app built with Tapcart. The app integrates with Shopify and has become an important sales channel, driving about 10% of overall conversions. Combined with Shop Pay and the Shop App, the app helps BYLT meet customers where they prefer to shop.
The brand's loyalty program, powered by Inveterate, works across channels as well.
The ability of our loyalty members to redeem their rewards from anywhere is so important. By using Shopify Checkout, we have our bases covered on the website and mobile app. And now, thanks to the integration between Inveterate and Shopify, our retail teams can help customers redeem and earn their loyalty points.
To support their online storefront, BYLT migrated to Hydrogen. The move gave the team more flexibility while keeping Shopify at the center of their commerce operations. As BYLT's catalog, retail footprint, and customer touchpoints grew, Shopify helped the team keep more of the business connected.
Extend BYLT's brand experience into wholesale
After scaling ecommerce and retail on Shopify, BYLT extended their commerce foundation into wholesale with a dedicated Shopify B2B portal. Working with Bear Group, BYLT built a B2B experience that supports the complexity of apparel ordering without sending buyers into a generic wholesale flow.
Bear built the wholesale experience on Shopify B2B, using a Horizon theme for flexibility, speed, and ease of customization. The build supports customer-specific pricing, payment terms, B2B catalog rules, large-quantity ordering, and account-level rules directly inside Shopify.
For apparel buyers, the core of the experience is a custom multi-variant bulk-buy form on the product detail page. Buyers can select colorways and sizes in one interface, while BYLT's minimum order logic is validated before add-to-cart, including minimums by color and by size. Bear also added wholesale features like discount messaging and an inquiry form for out-of-stock variants.
The result is a wholesale portal that matches BYLT's premium retail brand while giving B2B buyers a clearer way to place large, multi-variant orders. It also gives BYLT a wholesale setup that is easier to maintain and built for scale as the channel grows.
Related source for partner credit: Bear Group's BYLT B2B case study.
Simplify the stack as BYLT grows
Across channels, Shopify has helped BYLT reduce the time spent managing inventory, coordinating systems, and searching for operational answers. As the brand expands their store footprint, product catalog, customer touchpoints, and now wholesale channel, the team can keep more commerce operations connected in one system.
Given recent growth within our omnichannel approach, it's made us realize that we need to simplify our tech stack to what's best fitting within our business. We've put a strong focus into utilizing multiple Shopify solutions and consolidating within their stack as we continue to expand our channel offerings. It's saved our team a tremendous amount of time, while we've been able to further develop our longstanding partnership with Shopify.
Looking ahead
BYLT continues to use Shopify to build for the next stage of growth. The brand is piloting buy-online-pickup-in-store capabilities, exploring enhanced inventory management through custom API development, and expanding wholesale through Shopify B2B. The team is also looking at Shopify Audiences to improve ad performance and reach more customers.
With plans to increase their store count over the next two to three years and expand across the US and abroad, BYLT's unified commerce strategy is still growing across ecommerce, retail, mobile, loyalty, and wholesale.
