Healthcare
Grüns reached a $50 million run rate in its first year on Shopify Plus, with over 90% of revenue from subscriptions and five brands on the platform.
Grüns reached a $50 million run rate in its first year on Shopify Plus, with over 90% of revenue from subscriptions and five brands on the platform.
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Capezio has been part of dance since 1887, when a 17-year-old Salvatore Capezio opened a shoe repair shop in New York. Today the brand is known for ballet slippers, pointe shoes, tap shoes, apparel and accessories, sold online to dancers in the US, UK and Europe. Behind the scenes, however, its ecommerce ran on three separate Adobe Commerce (Magento) stores for the US, UK and EU, each with its own customisations and upkeep.
Capezio migrated all three regions to Shopify, rebuilt its ERP integrations around cleaner interfaces and introduced Shopify POS for its US retail operation. The results have been striking: conversion rose 144%, average engagement time increased 81%, bounce rate improved 25%, and deployments now run 90% faster, with every region meeting its Core Web Vitals targets.
Capezio is a performance-wear brand built around dance. Its range covers technical footwear such as pointe and tap shoes as well as dance apparel and accessories. The business sells directly online in the US, UK and EU and operates retail in the US, which makes inventory accuracy across channels and consistent regional execution essential.
Running three Magento stores created heavy technical debt. Frequent patches and developer time were needed just to keep the sites stable, leaving little capacity to improve the customer experience. Even simple tasks, such as adding products or changing prices, required a full site reindex and lengthy deployments.
Execution was fragmented too. Promotions were implemented separately by three teams on different timelines, producing inconsistent customer experiences and campaigns that went live late. Magento did not integrate natively with in-store POS, so there was no unified inventory, and returns and exchanges required extra labour. Order sync with the ERP depended on custom code that needed constant monitoring, and data mismatches frustrated both staff and customers.
Capezio moved to Shopify with a phased programme covering theme design, development, data migration, integrations and performance optimisation. The goal was a clean, scalable architecture that could serve every region while staying aligned with regional ERP and POS requirements.
A performance-optimised theme was designed to be adapted for the US, UK and EU stores, each with localised content, currencies, pricing and fulfilment logic. Using expansion stores, Capezio kept regional flexibility while working from a shared design foundation.
ERP integrations were rebuilt around cleaner interfaces, replacing the custom code that had made order synchronisation fragile and maintenance-heavy.
Shopify POS was implemented for the US retail operation, unifying inventory across online and in-store channels and simplifying returns and exchanges.
Shopify Checkout with Shop Pay, Apple Pay and Google Pay gives dancers quick, familiar payment options on mobile and desktop.
Capezio connected LoyaltyLion for loyalty, Klevu for search, Stamped.io for reviews, Klaviyo for email marketing, Feedonomics for product feeds, Shoplift for conversion testing and Happy Returns for returns.
The migration ran in phases so that each regional store launched stable and fast. Products, customers, orders, discounts and gift cards were migrated, and the project was completed with 100% uptime throughout. Capezio's team noted that the platform felt more streamlined than Magento: where updates once required a full reindex, changes such as category updates now apply immediately, and apps like Happy Returns and Stamped run more smoothly.
A key principle throughout was to avoid carrying old problems into the new environment. Instead of recreating three heavily customised sites, the team built one shared foundation and layered regional differences on top through configuration: currencies, pricing, localised content and fulfilment rules. The same thinking applied to integrations. Rather than porting the custom ERP code that had required constant monitoring, the connections were redesigned, and the brand's marketing, search, reviews, loyalty and returns tools were connected as apps rather than bespoke builds. This gives the business a much smaller surface area to maintain and makes it easier to roll out a promotion or feature to every region at the same time.
The move delivered gains in both customer-facing performance and internal efficiency. Shoppers are converting and engaging far more, and fewer are bouncing. Internally, deployments, QA cycles and feature rollouts have all accelerated, and maintenance costs have fallen because hosting, PCI compliance and security are handled by the platform. Capezio reports steady business growth and has planned next steps that include deeper omnichannel work through Shopify POS, loyalty and retention programmes, new product categories, upgraded ERP automation, personalisation and a B2B portal for professional dancers.
Running separate stores per region multiplies maintenance and slows campaigns. A single adaptable theme with localised settings keeps regional relevance while letting one team execute consistently.
Connecting POS and online stock is the foundation for smoother returns, exchanges and in-store experiences. It is worth solving before adding more channels.
Fragile custom integrations are a constant source of errors and cost. Rebuilding them around clean interfaces during a migration removes a recurring operational headache.
Shopify, Shopify POS, Shop Pay, Klaviyo, LoyaltyLion, Klevu, Stamped.io, Feedonomics, Shoplift, Happy Returns
This story is compiled by the ONEXT DIGITAL editorial team from public sources and is shared as an industry reference. Capezio is not an ONEXT DIGITAL client.
Sources: https://www.shopify.com/case-studies/capezio
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