Dime & Nickel

The brief

A multi-brand retailer carrying toys, gifts, electronics, and home products needed a storefront that handled the variety without collapsing into a department-store feel. Each category has its own buyer; the storefront had to make all of them feel deliberately served.

What we did

• Full Shopify Plus rebuild with a custom theme that supports both category-first and brand-first browsing, with seamless cross-navigation between the two.
• Gifting-aware merchandising on the homepage and PLPs: gift-occasion edits surface during the relevant seasons, with the rest of the catalogue intact behind them.
• Carried-brand landing rails — each major brand has a dedicated edit page rather than a stub category, so the brand identity survives the multi-brand context.
• Cart and checkout reinforced for gifting buyers: gift-wrap selection, scheduled-send checkout, and a gift-message field that doesn’t break the transactional email template.

Key decisions

• Department store is the failure mode for multi-brand retailers; we treated each carried brand as a tenant inside the storefront with its own edit space.
• Gifting flows aren’t a seasonal bolt-on. Gift wrap, gift messaging, and scheduled send are always available in cart, not just during peak.

Tech stack

Shopify Plus, custom theme on Liquid, Klaviyo, Judge.me, Checkout Extensibility, Shopify Flow for gifting and seasonal automations.

Outcome metrics added once client confirms in writing.