How Merz b. Schwanen Streamlined Heritage Fashion with Shopify POS

A Heritage Reborn

In 1911, Merz b. Schwanen began crafting durable workwear in the Swabian Alps of Germany. As production moved overseas, the brand lay dormant—until 2010, when Peter and Gitta Plotnicki spotted an original Henley shirt at a Berlin flea market. They hunted down rusting loopwheel machines, salvaged parts from abandoned workshops, and enlisted local craftspeople to restore each piece. Their goal was clear: produce organic-cotton garments that honor the original feel of century-old manufacturing.

The Challenge

Growth revealed cracks in the old commerce system. Inventory updates, refunds, and POS configuration all needed developer support or hours from the in-house IT lead. Peak-season failures shut down checkout for days, costing thousands in lost sales. Manual returns became awkward in the newly opened New York store, with no simple way to issue receipts. The team spent more time fixing software than making clothing.

Implementing Shopify POS

With Black Friday looming, the team piloted Shopify POS in New York—and finished setup in just ten days from London. Lennard Plotnicki uploaded products, configured the interface, ordered card readers, and tested tap-to-pay on an iPhone, all without formal training. New York store staff followed plug-and-play guides, unboxed hardware, and ran live sales within days. It was the exact opposite of the old system’s weeks-long setup and flown-in IT support.

Operational Wins

Checkout speed improved and Shopify Flow automated review requests and restock alerts for the viral 215 T-Shirt featured on The Bear. Bespoke tags and conditional discounts now handle costume loans with data synced to Google Sheets—cutting each request by 15 minutes and slashing errors by 95%. Weekly reporting runs itself via Report Pundit, reclaiming an hour of admin every week.

Building Customer Profiles

In-store email capture jumped to 85%, feeding a growing database tuned for segmentation. High-value repeat buyers get capsule-collection teasers, and first-time shoppers receive restock notifications. Upcoming Klaviyo integrations will drive lifecycle emails, birthdays, and VIP offers—all click-and-connect installs instead of custom APIs.

Scaling Without Hassle

Sales spikes no longer crash the site or POS. The cloud-based inventory syncs stock across Berlin, New York, wholesale, and pop-ups. A pizza-shop collaboration in NYC required only a phone and readers—no specialist dispatch. The team can launch events anywhere without technology bottlenecks.

Next Steps

Phase two is a full migration of the Berlin e-commerce to Shopify, aiming for a May 2025 launch. Integrations will include shipping apps, loyalty programs, bundles, and automated returns. Freed from fighting software, Merz b. Schwanen can refocus on craftsmanship and sustainable growth.