How NakedCashmere Increased Global Sales 149% with Shopify Managed Markets

Background

NakedCashmere is a luxury cashmere brand founded in California, known for ethically sourced and artistically crafted sweaters. Sold online and in boutiques in Aspen and Santa Monica, the label built strong U.S. demand but struggled to serve the 10% of its site visitors who came from abroad. Complex VAT rules, surprising currency conversions and steep shipping rates created a broken flow that kept global customers from completing checkout.

The Challenge

When Vice President of Ecommerce Celia Mulderrig joined in 2022 she flagged a gap: international traffic had low conversion because shoppers faced confusing tax requirements and hidden fees. UK customers couldn’t buy lower-priced items without a special link, and everyone saw one price on the site and another on their credit card statements. Handling custom links manually added labor and frustration. The team needed a single interface that showed local currencies, complied with VAT, and gave clear shipping previews.

The Solution

NakedCashmere activated Shopify Managed Markets to unify the international checkout experience. The changeover required syncing a new distribution center but Shopify’s guidance simplified each step. Within weeks, regional storefronts displayed prices in local currencies, calculated duties and VAT upfront, and offered lower freight quotes. No more separate links, no surprise charges at payment, and a seamless one-page checkout for shoppers worldwide.

The Results

In just 4.5 months post-launch:

• Global sales surged by 149%
• International conversion increased by 7%
• Per-shipment shipping costs dropped by over 50%

Key Strategies

Going live during the busiest season posed challenges, but careful coordination with logistics and using Shopify’s built-in tools ensured minimal downtime. By streamlining duties and currency, the brand rebuilt shopper confidence. Now, returns are next on their roadmap, backed by Shopify’s contextual storefronts that can display region-specific policies and promotions.