From Kickstarter to Thriving D2C Brand on Shopify® Plus
“ShopCreatify are the most technically qualified developers we have been able to find (and we spent years looking). They are straightforward to work with and bring a lot of expertise both in coding and artistic value to the table. It was like someone threw us a lifeline when we found them.”
– BJ Minson, Founder & CEO
About the Customer
GRIP6, founded by engineer BJ Minson in 2013, began as a bootstrapped manufacturing startup in Midvale, Utah. The company specializes in minimalist, high-quality belts, wallets, and wool socks, all proudly made in the USA.
GRIP6 belts have expanded to wallets and wool socks designed to be minimal, functional, and durable. Materials are sourced domestically to maintain absolute control over product quality.
Business Challenges
BJ’s breakout belt design surpassed his Kickstarter campaign's $7,500 goal, raising $106,827. The spike in traffic caused GRIP6's store to buckle.
Complex product customization needs and manual processes created bottlenecks threatening to strangle momentum.
GRIP6’s ecom store was buckling under the sudden success:
- Store Architecture Limiting Growth: The existing digital infrastructure couldn't support the increasing demand
- Belt Configurator: The tool they designed to enhance customer experience was buggy, and the UX was poor
- Mobile Functionality: Hurting conversions and user engagement
- Poor conversions: Unoptimized user experience led to cart abandonment
Beyond Shopify® Templates
When you're manufacturing in the USA, your margins matter. Every technical improvement directly impacts your bottom line.
GRIP6's challenges demanded more than a basic Shopify® template or a new plugin.
GRIP6 needed a Shopify® build that could:
- Handle sophisticated product configurations
- Automate high-volume order processing
- Scale seamlessly with their growth
- Maintain the precision and quality their brand demanded
Engineering the Solution
Our response was a ground-up rebuild of their Shopify Plus store, custom-engineered for scale. We stripped away unnecessary complexity and rebuilt their digital presence with the same attention to detail that GRIP6 brings to their manufacturing.
We built:
- Ground-Up UX Re-Engineer: UX redesigned for smoother navigation and increased engagement
- Scalable Product Architecture: Built a system to support future growth
- Custom Shopify® Plus: Performance-optimized framework enhanced site speed and reliability
- Mobile-First Architecture: Improved mobile performance to on-the-go customers
- Advanced Belt Configurator: Enhanced functionality to improve the shopping experience
Results
Post-implementation, GRIP6 experienced significant improvements:
Conversion Rate Breakthrough
With our custom rebuild, conversion results improved significantly. When your store functions as precisely as your manufacturing line, customers move confidently from browsing to buying. For GRIP6, this meant turning more product interest into actual sales, directly impacting their bottom line.
Mobile Sales Revolution
After implementing our mobile-first architecture, mobile sales surged by 52%. We met GRIP6’s biggest Kickstarter fans where they shopped, with an experience that reflected the depth of the brand’s craftsmanship.
Cart Abandonment. Solved
Streamlining the checkout process and improving the belt configurator reduced cart abandonment by 35%. We identified and optimized the friction points causing the abandoned carts.
Speed Sells
After launch, GRIP6's site ran 48% faster, matching its dedication to precision engineering. Like a finely tuned machine, its digital storefront now delivers smooth, responsive shopping that keeps customers returning.
Summary
GRIP6 transformed from a Kickstarter startup to a D2C powerhouse. The new Shopify® Plus store handles more traffic, drives higher engagement, and converts browsers into loyal fans—all while maintaining the premium maker-brand experience their customers expect.