An eyewear brand house, replatformed onto Shopify Plus for every channel.
Europa Eyewear supplies thousands of independent Eyecare Professionals and owns brands including American Optical and EyeBobs. IWD is replatforming its wholesale storefront onto Shopify Plus with matrix ordering and buying-group pricing, and connecting its brands to luxury marketplaces through Mirakl.
Europa Eyewear
Europa Eyewear is a wholesale eyewear distributor serving 5,300+ independent Eyecare Professional accounts across the United States, and the company behind brands including American Optical, EyeBobs, and Scott Harris, online at europaeye.com. Its core wholesale business ran on an aging, unsupported custom portal where orders went in one SKU at a time and invoices were mailed by hand each month. It was losing accounts to competitors with modern ordering. Exactly the kind of B2B channel our Shopify Plus B2B team is built for.
An unsupported custom portal was bleeding wholesale accounts.
So we are rebuilding it on Shopify Plus.
Shopify Plus B2B storefront
A modern, supported wholesale platform replacing an aging custom portal, branded to Europa's rebrand.
Matrix ordering & reorder
SparkLayer matrix ordering and quick reorder for eyewear variants, replacing one-SKU-at-a-time selection.
Buying-group pricing & terms
Account-specific price lists and Net 30/60 terms with PO and approval workflows, native to Shopify B2B.
Self-service accounts
Order history, invoices, and reorders online, replacing invoices mailed by hand each month.
ERP-proof integration
Commercient SYNC to the SouthWare ERP, architected so a future ERP migration swaps only the connector.
Marketplaces via Mirakl
American Optical on Nordstrom and EyeBobs on Bloomingdale's, synced from the ERP source of truth.
Three brands, one platform, zero downtime.
A multi-brand wholesale and marketplace operation doesn't fit an off-the-shelf store. So we built one.
Nine systems run through one platform.
B2B ordering, ERP, tax, shipping, payments, and marketplaces. All wired through one Shopify Plus store, so the ERP stays the source of truth and the storefront stays free to evolve.
PlatformShopify PlusThe B2B storefront the channel now runs on
B2BSparkLayerMatrix ordering, quick reorder, and rep ordering
IntegrationCommercient SYNCBi-directional Shopify ↔ ERP sync
ERPAptean SouthWareOrders, customers, inventory, pricing, returns
MarketplaceMirakl ConnectOffers and orders for Nordstrom and Bloomingdale's
TaxAvalaraAutomated sales-tax compliance, all 50 states
EmailKlaviyoTransactional and marketing email
ShippingUPSLive shipping rates from a single warehouse
MigrationMatrixifyProducts, accounts, and order-history migration
The build moves in four phases.
Europa isn't a single launch. Legacy portal to Shopify Plus, to modern B2B ordering, to an ERP-proof integration layer, to brands on luxury marketplaces. Each phase builds on the one beneath it.
- Phase 01Off the legacy platform
Replatforming the wholesale storefront onto Shopify Plus and migrating thousands of products, thousands of ECP accounts with buying-group assignments, and years of order history via Matrixify.
- Phase 02B2B ordering, modernized
SparkLayer matrix ordering and quick reorder, native B2B company accounts with buying-group price lists, Net 30/60 terms with PO and approval workflows, and self-service order and invoice history.
- Phase 03ERP, synced and future-proof
Commercient SYNC connecting Shopify Plus to Aptean SouthWare for two-way orders, customers, inventory, pricing, fulfillment, and returns. Architected so the planned ERP migration swaps only the backend connector.
- Phase 04Onto the marketplace
Connecting American Optical to Nordstrom and EyeBobs to Bloomingdale's through the Mirakl Connect app, with AI-assisted creative producing new lifestyle imagery for Scott Harris styles.
The storefront outlives the ERP behind it.
The hard part isn't any single feature. It's decoupling the storefront from the ERP so wholesale, brand storefronts, and marketplace feeds all run on one platform while the system of record can change underneath.
- One source of truth. The ERP drives pricing and inventory through Commercient SYNC, into Shopify and out to the marketplaces.
- Repeatable marketplace pattern. The Mirakl Connect integration is reused brand by brand, Nordstrom and Bloomingdale's today.
- Future-proofed. A swappable ERP connector means a planned migration touches the backend only, not the buyer experience.
Wholesale gets modern ordering,
and the brands gain new channels.
When this platform is live, an ECP logs in to its own pricing, builds a full matrix order, and pulls its own invoice without calling the office. The same catalog feeds Nordstrom and Bloomingdale's.
Get this for your storeMatrix ordering, not one SKU at a time
Eyewear ships in frame, color, bridge, and lens variants. SparkLayer matrix ordering and quick reorder let ECPs build a full order the way the optical industry actually buys.
We are engineering custom builds across the whole brand house.
None of this ships out of the box. Every module below is custom-built for Europa Eyewear's wholesale and marketplace operation, and every build is owned by them.
PlatformShopify Plus B2B Replatform
What it doesA ground-up replatform of the wholesale storefront onto Shopify Plus, built on a Dawn-derived custom theme as a permanent, supported foundation for the ECP channel.
Why from scratchThe legacy portal was unsupported and bleeding accounts to competitors with modern ordering. A scalable platform was the prerequisite for everything else.
B2BSparkLayer Matrix Ordering
What it doesSparkLayer matrix ordering across frame, color, and size variants, with quick reorder from history and sales-rep ordering on behalf of accounts.
Why from scratchOne-SKU-at-a-time selection was losing orders. Matrix ordering is the optical-industry standard ECPs expect.
B2BB2B Accounts & Buying-Group Pricing
What it doesShopify Plus native B2B company accounts with customer-specific price lists mapped to Europa's buying-group structure. Each ECP sees its negotiated pricing on login.
Why from scratchWholesale pricing is account-specific. Buying-group price lists replace the generic catalog with each customer's real numbers.
PaymentsPayment Terms & Approval Workflows
What it doesNet 30/60 invoice terms, purchase-order fields, and order-approval workflows via Shopify B2B, alongside Shopify Payments for card transactions.
Why from scratchECPs order on terms, not credit cards. Native B2B terms keep that volume off card rails and match how the business invoices.
AccountCustomer Self-Service Portal
What it doesSelf-service account access to order history, invoices, and reorders, replacing invoices mailed monthly by the accounting team.
Why from scratchOnline account visibility was the top request in customer surveys. Self-service removes a manual accounting task and gives ECPs the access they asked for.
IntegrationCommercient SYNC to SouthWare ERP
What it doesCommercient SYNC connecting Shopify Plus to the Aptean SouthWare ERP for bi-directional sync of orders, customers, inventory, pricing, fulfillments, and returns. Replaces a 15-year-old custom middleware layer.
Why from scratchThe legacy middleware limited data flow and made modernization prohibitively complex. A supported connector frees the storefront from that constraint.
ArchitectureERP-Agnostic Architecture
What it doesThe storefront sits in front of a swappable ERP connector. A planned migration to a new ERP changes only the backend integration, not the customer-facing experience.
Why from scratchWith an ERP migration on the roadmap, decoupling the storefront avoids throwaway work and a second replatform.
DataLegacy Data Migration
What it doesA Matrixify migration of 3,500+ active products, 5,300+ customer accounts with buying-group assignments, and years of order history from the legacy PostgreSQL database into Shopify Plus.
Why from scratchCustomer relationships and historical data had to move intact. Scripted migration preserves buying-group assignments and order history instead of starting from zero.
MarketplaceAmerican Optical → Nordstrom
What it doesA Shopify-to-Mirakl integration via the Mirakl Connect app that keeps American Optical offers, pricing, and inventory in sync on Nordstrom's marketplace. Nordstrom orders flow back through the existing Shopify-to-ERP path.
Why from scratchManual marketplace management risks price and stock mismatches. Driving offers from Shopify keeps Nordstrom aligned with the ERP source of truth.
MarketplaceEyeBobs → Bloomingdale's
What it doesThe same Mirakl Connect pattern for EyeBobs on Bloomingdale's: offers, pricing, and inventory synced from Shopify, with Bloomingdale's orders imported into the existing Shopify-to-ERP flow.
Why from scratchSecond brand, second marketplace, one repeatable integration. The connector pattern lets each brand reach a department-store audience without manual catalog work.
CommerceTax, Shipping & Payments
What it doesAvalara for automated sales-tax compliance across all 50 states, UPS for live shipping rates, and Shopify Payments for card processing.
Why from scratchTax, shipping, and payments have to be right from day one. Native integrations keep them accurate without custom code.
SEOSEO & Redirect Strategy
What it does301 redirects from legacy URLs, schema markup, metadata templates, and XML sitemap configuration to preserve organic search equity through the replatform.
Why from scratchReplatforming without a redirect map sheds hard-won rankings. Mapping legacy URLs forward protects organic traffic.
ExperienceBrand-Refresh Storefront & Accessibility
What it doesA custom storefront applying Europa's rebrand (new logo, palette, typography) on a Dawn-derived theme, built to WCAG 2.1 AA with native semantic accessibility, plus Klaviyo for transactional and marketing email.
Why from scratchThe replatform coincided with a full rebrand, and accessibility is a legal and usability baseline. Building both into the theme avoids retrofits.
CreativeAI-Assisted Image Curation
What it doesPhotography-grade lifestyle imagery for new Scott Harris styles, delivered in web and social formats, produced with AI-assisted composition under creative-director oversight.
Why from scratchNew styles needed on-brand lifestyle imagery fast. AI-assisted composition lets the creative team produce consistent, high-quality visuals at speed.
Got a store that doesn't fit off-the-shelf?
We engineer Shopify Plus and Adobe Commerce stores for wholesale and multi-brand businesses, and we stay for the long run. Tell us what you're up against.