When you’re managing nearly 20 retail brands—ranging from Reebok sneakers to Hush Puppies loafers—the last thing you want is a patchwork of outdated e-commerce systems slowing you down. That was the challenge facing Brand Collective, one of Australia’s largest retail groups, which decided in 2022 to tear down its digital silos and start fresh.

Its solution? Shopify.

Two years into the partnership, the results are hard to ignore: faster launches, higher conversion rates, dramatically reduced fraud, and a team that spends less time babysitting legacy systems and more time actually driving growth.

The Great Migration

Brand Collective, which also counts Canada Goose, Champion, Superdry, and Elka Collective in its portfolio, merged with PAS Group in 2022. That merger left the company juggling multiple platforms—none of them particularly nimble. Enter Shopify and digital agency DotCollective, who together helped migrate the company’s 19 direct-to-consumer (DTC) brands onto a single platform.

The shift cut launch times in half. What once took six months can now be done in three. And by leaning on reusable frameworks and shared themes, the group has managed to strike a balance between speed and consistency.

“We wanted to move faster, innovate more, and simplify how our brands go to market,” said Aaron Gard, Group GM of Digital and Ecommerce at Brand Collective. “Migrating our entire portfolio onto Shopify has given us that foundation.”

Checkout That Converts

Shopify’s checkout has long been one of its strongest selling points, and Brand Collective has tapped into that with Shopify Payments, Shop Pay, and one-page checkout. The results: smoother flows, a 15–25% boost in conversion rates, and a near-99% drop in fraud-related chargebacks thanks to automated prevention tools.

That’s not just a tech upgrade—it’s a bottom-line story. Year-over-year online sales are already up 10%.

From IT Headaches to Growth Mode

Legacy platforms can eat resources alive, and Brand Collective says migrating off them has reduced overhead by 60%. Instead of firefighting maintenance issues, the digital team now has bandwidth to focus on customer experience and growth initiatives.

Adding some future-proofing, Shopify’s AI assistant Sidekick is feeding insights that help the group iterate faster—an increasingly important advantage in retail’s test-and-learn environment.

Why It Matters

Shopify’s work with Brand Collective is less about a single flashy feature and more about proving scale. Multi-brand retailers often hesitate to consolidate, fearing that individual brand identities will get lost in the mix. Brand Collective’s success shows the opposite: consolidation can speed up execution without erasing what makes each label distinct.

It also underscores Shopify’s broader positioning. Once seen mainly as the go-to for startups and DTC insurgents, Shopify is making deeper inroads with established enterprises—territory traditionally dominated by Adobe Commerce (Magento), Salesforce Commerce Cloud, and Oracle. For Shopify, the Brand Collective win is another case study that it can scale up without losing the agility it’s famous for.

The Bigger Picture

E-commerce today is as much about infrastructure as it is about product. The brands that win are the ones that can adapt quickly, roll out new offerings, and optimize every click from homepage to checkout. By choosing Shopify, Brand Collective is betting that simplicity, adaptability, and unified architecture will beat the sprawl of stitched-together legacy systems.

And if cutting fraud by 99% while lifting conversions 25% isn’t a compelling argument, it’s hard to know what is.

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