How Finisterre Rode Shopify to Fuel Sustainable Growth and Fast Expansion

Introduction

Finisterre began above a surf shop in Cornwall in 2003 by founder Tom Kay, who saw a gap for durable, warm outerwear tailored for the cold sea breeze. Over two decades later, the brand offers sustainable jackets, knits and adventure essentials while growing steadily. When seasonal waves gave way to customer demand, Finisterre needed a commerce solution that could keep pace with its mission-driven ethos and small team.

The Challenge

Finisterre’s customer base cares about planet-friendly choices and expects depth of information before they buy. Their legacy platform made it hard to keep product details, order data and store performance in sync. With 30% of revenue from brick-and-mortar, the team lacked an easy way to join in-store and online data, leaving marketing campaigns blind and slow. Any change demanded developer time, which a tight team could not spare. Plans to enter the US meant they needed a system that could grow quickly.

The Solution

Finisterre chose Shopify to unify digital and physical touchpoints. They deployed Shopify POS to capture every sale detail, feeding a customer data platform and third-party apps. This alignment gave the team access to location, purchase patterns and product interests in a single view. They also used Shopify’s AI tools to segment customers, target offers and automate email flows. Localization features and integration with Global-e made launching a US storefront nearly instantaneous. A wetsuit rental program went live in just five weeks using a third-party rental integration, proving that the platform could support new ideas faster than ever.

Implementation Highlights

• Integrated Shopify POS to unify online and offline sales data
• Connected a customer data platform for segmentation and targeted email
• Launched a US regional site using Shopify localization and Global-e
• Rolled out a wetsuit rental service in five weeks via third-party integration
• Empowered the in-house team to update UX and content without developer backlog

Results

Since migration, Finisterre opened 11 new stores across the UK and US. Their US website launched smoothly and plans for two more regional sites are in motion. Customer retention rose as the team could reward omni-channel shoppers. Boardroom discussions now focus on where to invest next, thanks to clear returns on offline and online initiatives. The brand maintains its commitment to sustainable design while operating more efficiently.

Conclusion

Finisterre’s shift to Shopify turned fragmented data into a single source of truth, accelerated new program launches, and supported rapid expansion—all without losing focus on eco-friendly values. The brand’s team gained autonomy to try new ideas and deliver richer customer experiences.

Future Outlook

Looking ahead, Finisterre plans to open two more region-specific storefronts and enhance its rental service. With Shopify’s tools in place, the brand can keep mixing digital and physical channels to deliver warm, sustainable apparel and services for sea lovers everywhere.