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Boody grows online channel to 70% of total revenue with Shopify Plus

Ethical apparel brand Boody was born from a collective passion for a simpler wardrobe made from sustainable fabrics. Based in Sydney, Australia, Boody is a B Corp certified business, and its organically-grown bamboo products are sold in fifteen countries globally.

The Challenge

Boody was founded as a wholesale business in 2012, distributing high-quality underwear basics via pharmacies. In 2014, the sons of the two original founders, Co-Managing Directors Shaun Greenblo and Elliot Midalia, saw an opportunity to scale by selling Boody products online to consumers who were increasingly valuing brands that delivered quality, eco-conscious products.

However, the pivot to online was made complex by the brand’s ecommerce solution, which required a software developer to implement changes — something that was not feasible, given Boody did not have a technology team. The mobile and desktop experiences utlilized different tech stacks, causing duplication of resources, and merchandising the store was incredibly cumbersome given the sheer number of product variants. Boody needed a platform that could help it deliver the consistent and cohesive customer experiences necessary to achieve its international expansion goals.

The Solution

Boody switched to Shopify in 2015 and Plus in 2017 and instantly found the platform to be intuitive and responsive. The first order of business after replatforming was automating processes, including emails and security checks, using Shopify Flow — all without the need for a developer or writing a single line of code. Meanwhile, Shopify Payments helped the team to accept payments online without a third-party payment provider or merchant account.

With the basics nailed down, Boody then set about improving operational efficiency. The company connected its ERP (Odoo), customer support (Gorgias) and CRM (Klaviyo) to Shopify to gain a single view of the customer. This helped to create a more personalized experience with elements such as advanced checkout customization. At the same time, Boody used expansion stores to fuel its international growth.

The Results

Having the tools and flexibility to build the website and backend systems without the need for technical staff helped Boody maintain a lean team that could focus on optimising the company’s omnichannel strategy and further drive its continued pursuit of innovation.

Since migrating to Shopify Plus, Boody has launched 10 international stores and has grown its share of online revenue from 0% to 70%. Online conversion is amongst the best in the industry, at 5%, and sessions with cart additions are within the top 10% of the global industry standard. With Shopify Plus, Boody is realizing its mission to become the most loved sustainable underwear brand in the world.

Shopify has scaled with us, and if we hadn't switched, who knows where we would be? It’s a no-brainer for any business, at any stage.


Shaun Greenblo and Elliot Midalia — Co Managing Directors


Fashion and Apparel

Previous platform

Adobe Commerce


Shopify Flow, Shopify Payments

Use case

Automation, Global Commerce, Customization

With Shopify, Boody saw results fast.


Increase in online revenue from global business


International sites launched and grown


Boost in online conversion rate

Join the ranks of brands changing fashion and apparel every day.

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