How Elite Eleven Scaled Retail Sales 240% with Shopify POS

Background

Elite Eleven was born in 2014 in Melbourne, founded by Benn Martiniello and Lisandro Paz as a sports-lifestyle label blending activewear and street style. After launching as a wholesale brand, the duo shifted to a direct-to-consumer model in 2016, adopting Shopify Plus to power their online store and build stronger connections with customers.

The Challenge

When Elite Eleven tested pop-up stores between COVID lockdowns, they used a POS that didn’t talk to Shopify Plus or their warehouse system. That left two sets of customer and inventory data, making stock planning guesswork and creating disjointed experiences across channels. Without unified data, marketing and fulfillment efforts were handicapped.

The Solution

In late 2021, Elite Eleven upgraded to Shopify POS alongside Shopify Plus. Within days, they had a single dashboard for online and in-store sales and customer profiles. They connected Peoplevox via open APIs to sync warehouse and storefront inventory and turned on endless aisle so store staff could ship items from the warehouse when local stock ran out.

They also plugged in Klaviyo and Yotpo from the Shopify App Store to power targeted emails and SMS triggers, like abandoned cart reminders. The combined stack gave a clear customer view, real-time stock counts, and automated messages at key purchase moments.

Results

In the first 12 months of using Shopify POS, Elite Eleven saw: 200% year-on-year overall sales growth. Retail POS transactions jumped 240% by 2023, and online revenue rose 50%. Total revenue climbed 82% that year. Endless aisle orders now average 30 daily, adding up to $3,000 in extra revenue each day.

With all data unified on Shopify, the brand can expand—with six stores opened since 2021 and more on the roadmap. Real-time visibility and seamless fulfillment have turned powerful growth into a repeatable model.