How Riff Raff Sleep Toys Achieved 20× Growth in US Sales with Shopify Plus

Riff Raff Sleep Toys: Launching a US Expansion in Record Time

In 2016, Emma Kruger faced a household panic: her son’s favorite sleep toy was contaminated during a bout of illness, leaving the family sleepless. That moment sparked the idea for a washable, multifunctional comfort toy with a built-in white-noise speaker. Fast-forward eight years and tens of thousands of toys sold in Australia later, Riff Raff Sleep Toys set its sights on the vast US market.

Challenge: Winning American Parents’ Trust

With low brand awareness stateside and terminology differences—“safe sleeping CDC recommendations” versus “SIDS safe”—the team knew the US storefront had to feel local. Operating with a lean team and no physical US presence, they needed a hassle-free solution that could replicate Australian operations and support without double the effort.

Solution: Migrating to Shopify Plus

Already on Shopify, Riff Raff upgraded to Shopify Plus to manage multiple storefronts in one dashboard. In minutes, they cloned themes and transferred products from the Australian site to the new US store. Native multi-store switching let staff flip between regions seamlessly, slashing manual steps and login juggling.

Localization and Customization

With the heavy lifting handled by Shopify Plus, the team focused on US-specific tweaks: local pricing in USD, tailored homepage banners, and blog posts referencing CDC safe sleep tips. They added ambassador reviews and visual user-generated content to build credibility quickly.

Operational Automation

Shopify Flow automated inventory alerts—so the team got notified when stock levels dipped under a threshold. Integrations with Gorgias provided around-the-clock customer support without hiring a full roster of agents. The result: ticket volume rose 10%, but weekly support hours only increased by five.

Results: Rapid Growth and Efficiency

The US site launched in weeks, not months. US customers grew 2784% year-over-year, revenue climbed 34%, and first-response support time fell by 45 minutes. Armed with a repeatable launch process, Riff Raff rolled out a UK store in under a month with no extra headcount.