How Tilley Boosted Revenue 121% with Shopify Plus

Background

Tilley Endurables has been making hats in Canada since 1980, building a reputation for rugged, travel-ready headwear. After decades of selling through wholesale channels, a change in ownership turned the spotlight toward direct-to-consumer sales. The team needed a platform that could scale across new markets while keeping the brand’s heritage values intact.

Challenges

Moving from a wholesale-only model to selling online meant rethinking everything: website speed, cart experience, customer service and marketing. The old platform couldn’t handle spikes in traffic or integrate emerging marketing tools. Tilley wanted a site that loaded fast, converted visitors and supported global expansion—starting with Australia.

Approach

Tilley partnered with JC+CO, a Shopify Plus agency focused on revenue outcomes. They recommended a full replatform to Shopify Plus and an ecosystem of certified apps to optimize both front-end and back-end operations. Key integrations included Klaviyo for segmented email campaigns, Okendo for social proof and Gorgias to streamline support.

Implementation

Phase one involved migrating the catalog and customizing a responsive theme to match Tilley’s aesthetic. Once the foundation was in place, JC+CO set up Klaviyo flows to win back abandoned carts, onboard new subscribers and launch a welcome series tailored by region. Okendo reviews were added to product pages to showcase real-world feedback. Finally, Gorgias connected chat and email support and automated common inquiries.

Results

Within six months of launch, Tilley saw a 200% increase in conversion rate year-over-year. Monthly transactions jumped 142%, and revenue climbed 121% month-over-month. The new site also handled peak traffic from targeted campaigns in Australia without performance issues, positioning the brand for further global growth.

Conclusion

By moving to Shopify Plus and leveraging best-in-class apps, Tilley Endurables transformed its online channel from an afterthought into a primary driver of revenue. The project balanced technical speed, design polish and data-driven marketing to deliver both short-term gains and a scalable platform for future expansion.