In one year, LSKD’s Black Friday Cyber Monday sales jumped 1,100%
Previous platform
Magento
Industry
Fashion and apparel
Use case
Growth and scale
Inspired from a high school nickname and born from a passion for action sports, LSKD is an Australian-owned lifestyle brand that prides itself on producing high-quality sportswear and streetwear products and accessories.
The sports brand first operated as a wholesale business, but soon realized its bandwidth was too limited without an online retail presence. In 2018, the company rebuilt everything from the ground up, and in 2020 made ecommerce its sole focus. Since moving to Shopify Plus, LSKD has enjoyed:
- Black Friday Cyber Monday (BFCM) sales up 1,100% year-over-year
- Average order value (AOV) up $29 year-over-year
- Serving up to 19,000 customers at once without issue
Challenge
As a wholesaler wishing to sell direct to consumer (DTC) and expand into new regions, LSKD found its current platform too hard and expensive to use.
Ecommerce aside, LSKD needed to radically overhaul its operations from the ground up, including manufacturing, warehousing, fulfillment, collections, and sales. Any new platform it would seek for migration had to be easy to implement, easy to use, and would help facilitate this significant overhaul and expansion.
There were matters of timing, too. After a wholly disappointing BFCM result in 2019, LSKD also required its new platform to be up and running before BFCM 2020 so that it could keep up with the growth of its new warehousing and manufacturing solutions.
We decided to go to Shopify Plus because we wanted to expand. We have two stores now, and we plan to keep expanding through Shopify Plus into different global regions.
Jason DanielFounder and CEO, LSKD
Solution
For LSKD, implementing Shopify Plus was simple and valuable for several reasons. Firstly, in time for BFCM 2020, LSKD set itself a goal to overhaul its entire site in just 12 months.
The team started by designing a specific product collection around the sales event to ensure customers were getting what they wanted. The reason for this was not only for sales, but for building hype in the community—bolstered by a social media strategy for database growth and email acquisition. LSKD worked on different areas across marketing and product fulfillment, and also moved into a new warehouse, a 15,000 square foot facility to fit all its new stock.
BFCM was treated as the one objective for planning LSKD’s business, which drove strategy of growing its brand in the long term. There was a lot that went into it, from hiring and team building, to the warehouse, new racking systems, and more.
Among all this change, the last thing the team needed to worry about was whether its online site would work or not. With Shopify Plus, LSKD implemented Flow for preorder management, Scripts for shipping discounts and adding gift with purchase, Launchpad for scheduling events like sales and product drops, and Klaviyo for email marketing.
Our goal is to triple orders this year, so we are working pretty hard. Fortunately, we don’t have to mess around with Shopify Plus. I'm not a developer, but it's actually very simple.
Jason DanielFounder and CEO, LSKD
Results
Since re-platforming with Shopify Plus, LSKD’s results have been exceptional.
Over BFCM, the company’s sales grew from 3,500 orders in 2019 to 50,000 orders in 2020, an 1,100% increase. At the same time, the brand’s average order value increased from $122 in 2019 to $151 in 2020. LSKD also acquired 27,000 new customers and increased its email database by 40,000 from this one sales event alone.
For 2020, LSKD set a goal to attract 4,500 customers in checkout at once. Not only did the company achieve its mark, but it also served 19,000 people shopping at the same time without issue.
The success LSKD has enjoyed meant that, at a time when fashion labels were required to lay off staff, the company was instead in a position to bring on new employees.
LSKD has grown from being a wholesaler to selling DTC to now planning its first retail store opening later this year. Expanding online across the globe is also firmly in its sights, as is growing its community and presence in the United States.
Shopify Plus can handle growth, which is amazing. Seeing the growth we're going through now, and knowing that if we had that on our previous platform, it couldn't have handled it—that’s extremely eye-opening. Shopify Plus allows us to focus on the business rather than having to manage website issues all the time.
Jason DanielFounder and CEO, LSKD