Founded in 2004, PAIGE is an international fashion brand for men and women known for their premium denim and lifestyle collections. Co-Founder and Creative Director, Paige Adams-Geller, drew on her experience as the industry's top fit model to ensure that comfort, flattering silhouettes, and quality are paramount.
Today, PAIGE is sold in over 80 countries by more than 1,000 retailers, including their own stores across California, New York, Texas, Nashville, Charleston, Scottsdale, and London. But as the brand expanded their retail footprint and customer shopping behaviors evolved toward true omnichannel engagement, PAIGE faced limitations with their tech stack that hindered their ability to provide a cohesive shopping experience.
By migrating to Shopify, PAIGE has unified operations, enhanced customer experience, and created a foundation for continued growth and innovation.
With Shopify, PAIGE has achieved:
- 44% higher customer value from omnichannel shoppers vs. single-channel shoppers
- 60% reduction in customer service resolution time in the first quarter alone
- 100% adoption of clienteling tools by store teams
- 69% email open rates and 24% higher AOV
- 30% of support tickets resolved by an AI customer service agent
- 85% → 98% inventory accuracy
- 50% increase in online conversion rates
- 3 new major program launches (clienteling, loyalty, BOPIS) in under a year
- No Black Friday crises
The Challenge: Two-year projects in a real-time world
Before migrating to Shopify, PAIGE ran stores and e-commerce on separate systems. Each team worked with its own KPIs, tools, and definitions of success. If a customer called a store asking about an online order, associates had no visibility into its status or details.
"Our teams did the best to try to mitigate that and provide a good customer experience, but we were having to use back channels to communicate with our customer service team or managers to try to get that information for the customer," says Sofie Kuehnen, Head of Global Retail Operations at PAIGE.
This fragmentation extended to the online shopping experience as well. Their previous platform couldn't support basic features like zoom functionality on product images or the ability to unify product assortments on a single page without expending significant development resources.
"When we have one fit of denim, the customer wants to be able to see every single wash and every single inseam within that fit. We weren't able to do things like that," Sofie notes.
The limitations also throttled innovation. Loyalty programs, clienteling tools, and Buy Online, Pick Up In-Store (BOPIS) went unbuilt for years because the infrastructure made them difficult to implement.
"The cost of operating in two separate worlds wasn't a single number," explains Tawny Brown, SVP of omnichannel at PAIGE. "It was what we couldn't do. Every initiative took 18 to 24 months to build, and by the time it launched, customer expectations had already moved."
Additionally, expectations at the executive level were shifting. Ideas could no longer sit on multi-year timelines. What might once have been planned years in advance was now expected to happen immediately.
As PAIGE looked toward future growth, particularly international expansion, they realized they needed a solution that could support their ambitions.
The Solution: One platform, one team, three pillars
PAIGE migrated their online store and 20+ retail locations to Shopify in six weeks. "Migrating a business of our size is always going to have its challenges, but even though it was a pretty heavy load, Shopify provided us with a lot of resources and support throughout the process," says Sofie.
"They provided us with platform access well in advance to the transition—about a year in advance—and that was very cost favorable for us as we were managing both sides, but it also allowed us to pace out the work.”
Shopify helped transform both the online and in-store experience. Online, PAIGE was able to streamline their product organization by consolidating multiple washes for each fit onto a single product page, drastically reducing the number of pages they needed to maintain.
This simplified approach better showcased their full assortment using zoom functionality and product videos that helped customers better understand fit and style—providing the expert guidance customers are accustomed to in PAIGE stores. "Being able to really mirror the experience that we had in our retail stores with our online site, while simplifying backend management, has been really impactful," says Sofie.
The organizational change that made technology work
While the platform change was critical, it wasn’t the whole story. As Tawny explains, “technology was only half the picture. The organizational change was what actually made it work.”
That change happened inside the business. Store and e-commerce teams, which had previously operated separately with different systems and leadership, were brought together into a single omnichannel team under one leader.
The team structure itself remained largely intact, but leadership was unified. One leader set priorities, KPIs, and direction across channels, giving teams a consistent view of the customer. That clarity was only possible because everyone was working from the same platform and the same data in Shopify.
Goals moved from channel-specific targets to shared outcomes. Instead of “stores need to do this” and “e-commerce needs to do that,” the focus became what the business needed to achieve as a single omnichannel team.
For the first time, teams were aligned around one objective—serving the customer, regardless of channel.
The three pillars
To make alignment stick, PAIGE created a decision framework: if an initiative doesn't simplify, customize, or automate, it's not worth their time. The team applied it in three ways:
Simplify
Simplify came first with the move to Shopify. The team finally had a single source of truth.
Store associates no longer had to track down answers from customer service when a shopper asked about an online order. They could see everything in one place. The fragmentation that once slowed down basic interactions was gone.
Customize
Customize focused on making every interaction feel personal across channels while giving teams the data to support it.
Through their clienteling tool, Endear, store associates can now see a customer’s full journey: what they browsed online, what they purchased, what they returned, and even what’s sitting in their cart.
Instead of piecing together information manually, associates can walk into every interaction with context and have conversations that reflect the full customer relationship.
Automate
Automate removed the manual work that kept teams stuck in low-value tasks.
As Tawny describes it, the team was spending too much time on “$1 questions,” such as manual reconciliation, redundant processes, and fixing errors. With automation in place, they could move past that and focus on higher-impact work.
“We were able to move past that and think about the $100 questions instead of living in Excel trying to merge reports,” says Tawny.
From task thinking to outcome thinking
Before migrating to Shopify, everything the team did was reactive. They were always focused on fixing problems and putting out fires. Now, PAIGE is proactive in every way and even uses AI to surface opportunities they haven't even thought of yet.
“One thing I talk to the teams about regularly now is shifting from task thinking to outcome thinking. They're not just checking off a list every day. They're asking, ‘What are the outcomes I want?’ and then going after those. And now they can actually accomplish them,” says Tawny.
To drive AI adoption, PAIGE created an internal AI task force that worked directly with department leaders to identify bottlenecks, including manual, repetitive tasks, and clear opportunities for automation.
“Starting with leadership is difficult because we don’t always have visibility into the day-to-day work or where bottlenecks exist,” Tawny adds.
Instead, the task force partnered with teams at the operational level, combining shared infrastructure with flexibility for each team’s workflows. This approach has already driven meaningful progress across planning, production, buying, merchandising, and design.
The Results: Operational excellence drives a new era of global growth
With Shopify, PAIGE improved how it serves customers and how it runs the business.
Faster execution, higher conversion, and revenue growth across channels
Product page features that once felt like two-year projects—product videos, zoom functionality, and the ability to show multiple washes of the same jeans on a single page—were launched in months. In some cases, in just weeks. These improvements made it easier for customers to explore products and make purchase decisions, directly supporting conversion and revenue growth.
Additionally, implementing Shop Pay increased online conversion rates by 50%. But the bigger impact came from speed and trust at checkout. As Sofie explains, “The customer is able to identify Shop Pay and they know it’s going to be one or two clicks. They understand how fast that checkout is going to be, which has removed a significant point of friction that was quietly costing us.”
That experience extends across channels. Whether a customer is checking out online, purchasing in-store with an associate, or using buy online, pick up in store (BOPIS), Shop Pay provides a consistent and familiar checkout experience. As Sofie puts it, “A customer who trusts the experience all the way through to checkout is a customer who comes back.”
Cross-channel shoppers drive higher value
PAIGE found that omnichannel customers deliver 44% higher value than single-channel shoppers, reinforcing the importance of a unified approach to growth.
With Shopify as the foundation, initiatives that had been out of reach for years moved quickly into the market. Endear launched in less than six months, with full adoption across store teams, a 69% customer open rate, and a 24% increase in average order value.
Loyalty followed after more than six years on the roadmap, with data unified across email, SMS, in-store, and online interactions.
Buy online, pick up in store (BOPIS) came next. Once inventory accuracy improved from 85% to 98%, the program launched successfully.
All three initiatives went live in under a year—programs that had been out of reach for more than six.
The ultimate validation: Black Friday with families
In years past, PAIGE’s team spent Black Friday managing system issues, running manual lookups, and fielding customer calls. This past year looked very different.
As Tawny explains, “We went through Black Friday and didn’t have a single call or crisis. We were with our families. That was one of the most meaningful moments for the team.”
Holiday headcount stayed flat, and the manual coordination that once defined peak season was no longer needed.
Operational wins across the board
PAIGE saw immediate gains in efficiency across teams. Customer service resolution time dropped by 60% in the first quarter, largely because agents finally had a complete view of each customer.
They also introduced an AI customer service agent, which now resolves 30% of support tickets each week. That shift reduced the volume of routine requests and allowed the team to focus on more complex, high-touch interactions—without adding headcount.
Training became significantly faster as well. What once took two weeks now takes one to two days. “With our previous POS system, it would take us about two weeks to get our team trained and up and running. With Shopify, it takes about one to two days,” says Sofie.
Improvements in data accuracy also enabled new capabilities. Inventory accuracy increased from 85% to 98%, giving teams confidence in what was available across locations and enabling programs like buy online, pick up in store (BOPIS). As Sofie explains, “We feel confident showing customers what's available in stores because we know the data is accurate.”
Those operational gains carried through peak periods. During the busiest holiday months, retail locations fulfilled 17% of online orders through ship-from-store. “Being able to ship customer orders from store locations closest to them that have the inventory was amazing for our business,” says Sofie.
International expansion unlocked
Shopify gave PAIGE the foundation to expand into new markets, including the UK. As Sofie explains, “There may not have been a PAIGE UK store without Shopify. When we were looking to expand into the UK, we knew that some of the challenges we had with our previous tool were not going to enable us to do that.”
With Shopify’s multi-storefront capabilities, PAIGE can manage operations by country, support different currencies and regional requirements, and offer localized payment options like UnionPay—all without rebuilding their tech stack for each market.
Looking ahead
With a strong foundation in place, PAIGE is focused on building what comes next. The team continues to expand its use of AI, with its customer service agents expected to take on more complex interactions over time.
As Tawny says, “We’re excited about the initiatives we have planned for this year and next and the possibilities this has created.”
That foundation has changed how the team operates. Instead of asking how long something will take, they’re now asking how quickly they can bring new ideas to life.
“Shopify has really helped us build the foundation we needed to scale, while still allowing us to customize the experience in a way that’s unique to our business and our customers,” says Tawny.