How Peacock Alley Amplified Revenue 637% with Shopify Plus

Introduction

Peacock Alley has been synonymous with luxury linen since 1973. For nearly half a century, they sold exclusively through independent resellers, missing out on the vast trove of customer data and direct-to-consumer opportunities. When CEO Jason Needleman joined, the push to launch a robust ecommerce channel became a top priority. Their previous Adobe Commerce site lacked flexibility and clarity around visitor behavior. Data was guesswork, gleaned only through sporadic surveys and anecdotal feedback.

The Challenge

Under the old platform’s rigid architecture, marketing teams had almost zero control over checkout and site layout. Personalized promotions were out of reach. Paid search campaigns struggled because landing page tweaks took weeks. The clock was ticking: without a modern ecommerce backbone, Peacock Alley risked losing market share to more nimble competitors.

Choosing Shopify Plus

In late 2017, Peacock Alley teamed up with Eyeful Media to evaluate options. Magento upgrades looked costly and still wouldn’t deliver full data control. Shopify Plus emerged as the clear winner: a streamlined admin, built-in analytics, and an API-first approach. Developers could spin up new features rapidly, while the merchandising team could adjust promotions in real time.

Implementation Approach

The migration took under a year. They recreated product catalogs, set up Shopify Scripts to handle B2B and B2C pricing tiers, and integrated existing ERP systems via custom middleware. Eyeful Media handled theme development, ensuring the site felt as luxe as the linens themselves. Data from the old system was cleansed and migrated so no customer records were lost.

Results

The impact was immediate. Session duration jumped by 155%, as site speed improved and navigation became more intuitive. Conversion rates climbed 134% thanks to a cleaner checkout flow and personalized product recommendations. Most staggering was the 637% increase in revenue run rate—Peacock Alley went from a niche B2B supplier to a thriving D2C and wholesale hybrid.

Lessons Learned

• Migrating platforms is more than a technical exercise—it’s an opportunity to rethink your customer journey from top to bottom.
• Built-in analytics and real-time reporting empower marketing and merch teams to act fast and test hypotheses.
• API-driven integrations keep your ERP, CRM and other back-office systems in sync without manual CSV exports.

Conclusion

Peacock Alley’s leap to Shopify Plus transformed them from a traditional linen wholesaler into a data-driven ecommerce brand. They now understand shoppers on a personal level and can iterate site features in days, not months. Their success underscores the value of choosing a platform that scales with your growth goals.