AS Colour Boosts Global B2B and DTC Growth with BigCommerce

Background and Vision

AS Colour began in 2005 as a boutique blanks provider for music industry merchandise. Over nearly two decades, the brand expanded into B2B wholesale while nurturing a growing direct-to-consumer arm. Operating five warehouses in four countries, they champion sustainability and quality — values that compelled them to seek an ecommerce platform matching their high standards.

The Challenge: Aging Platform Limitations

When Magento 1 reached its end of life in mid-2020, AS Colour faced mounting stability and security concerns. They evaluated Shopify Plus, Magento 2, and BigCommerce, but needed rock-solid uptime and advanced B2B tools like price tiers, custom customer groups, and flexible catalog management. Functionality gaps and maintenance overhead made Magento 1 unsustainable, while BigCommerce emerged as the top contender.

Solution: Partnering with BigCommerce and Moustache Republic

Choosing BigCommerce laid a foundation for unified retail and wholesale experiences. AS Colour teamed with agency partner Moustache Republic to configure core B2B features alongside a polished storefront design. Using BigCommerce’s native customer group and pricing frameworks, they created separate DTC and B2B journeys under one roof, complete with custom logins, tailored cart layouts, and dynamic checkout flows that reflect order volume and pricing rules.

Scaling Internationally with Multi-Storefront

Global expansion demanded localized pricing, currency, and content across New Zealand, Australia, the US, and the UK. BigCommerce’s multi-storefront capability allowed AS Colour and Moustache Republic to switch seamlessly between stores during content updates, product launches, and pricing changes. This agility enabled timely promotions and consistent brand narrative in each market.

Extending Capabilities through Integrations

Beyond native features, AS Colour integrated Shogun for custom page building, ShipperHQ for split-warehouse shipping logic, and Searchspring to enhance product discovery. A bespoke GraphQL color-swatch solution lets customers hover over 50+ colors, with image swaps in under half a second. Their IT manager also scripted a behind-the-scenes ShipperHQ customization to balance inventory across dual US distribution centers.

Results and Impact

Post-migration analytics revealed a 51% increase in site visits, 39% growth in orders, and a 45% uplift in revenue year over year in the US store alone. All four regions reported positive momentum in traffic, conversion, and repeat orders. A dedicated BigCommerce Customer Success Manager in Australia provided ongoing roadmap guidance, further fueling optimizations.

Looking Ahead

AS Colour plans to roll out a refreshed homepage, category pages, and an updated product layout optimized by Searchspring. With Moustache Republic handling back-end enhancements and BigCommerce’s platform flexibility, they’re poised to enter new markets, refine B2B experiences, and drive stronger direct sales — all while maintaining their trademark quality and sustainability ethos.