Healthcare
Grüns reached a $50 million run rate in its first year on Shopify Plus, with over 90% of revenue from subscriptions and five brands on the platform.
Grüns reached a $50 million run rate in its first year on Shopify Plus, with over 90% of revenue from subscriptions and five brands on the platform.
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Justmylook is a family-run, online-only beauty retailer from Yorkshire that carries more than 17,000 products from over 450 brands. For years its team spent much of its time keeping a legacy ecommerce platform alive, fixing one bug only to find the next. With peak trading approaching and real doubts that the old system would survive Q4 traffic, the business decided in April 2024 to move to Shopify.
The full catalogue went live on Shopify on 16 October 2024, roughly six months later and just ahead of the busiest period of the year. That Black Friday, Justmylook recorded its first ever sales day above £1 million, with demand so strong that the team switched off advertising because it could not fulfil more orders. Founder and managing director Luke Williams says every key metric improved after the move.
Justmylook is a pure-play beauty retailer, meaning it sells only online, and it fulfils every order from its own warehouse in Yorkshire. Its core customer is a trend-led shopper aged between 18 and 35. The business is led by founder and managing director Luke Williams and remains family-run, with a large opted-in email audience that plays a central role in its peak trading.
The legacy platform had become what Williams called a leaky bucket: maintenance turned into a constant cycle of patching problems, and the hours spent on fixes were hours not spent improving the shopping experience. The bigger worry was capacity. The team believed the old system would buckle under peak traffic, and failing during Q4 was not a risk the business was willing to take.
There was also a perception hurdle. The team initially assumed Shopify was built mainly for direct-to-consumer brands and questioned whether it could handle a multi-brand catalogue of 17,000 products. On top of that, the business runs hundreds of overlapping promotions, each of which must respect the specific rules of the brand it applies to, which is a demanding requirement for any platform.
To test its assumptions, Justmylook first moved one of its own direct-to-consumer brands to Shopify as a trial. Confident in the result, it migrated the main store, combining Shopify's core platform and Liquid theming with specialist apps for promotions and CRM, and adding AI tools to speed up everyday work.
Shopify became the foundation of the store, with Liquid used to build a distinctive storefront. Williams has described the platform as a strong foundation to build on, pointing to how easily apps integrate and how Liquid allows a unique look.
Justmylook uses the Planet Promotions app to manage 600 to 700 concurrent offers, such as three-for-two deals and gifts with purchase. Each offer follows the guidelines of the relevant brand across a portfolio of 450 brands, something that had to work reliably from day one.
Klaviyo runs the retailer's CRM and campaign activity, including Black Friday emails sent to between 1.6 and 1.7 million opted-in customers. A list of this size makes email one of the company's most important levers during peak.
Shopify's AI assistant, Sidekick, helps the team pull data, forecast volumes and answer questions without manually reconciling numbers from several sources. AI tools also draft product listings and proofread copy, with staff finishing the work, and the business replaced a standing SEO agency retainer with AI suggestions reviewed and applied in-house.
The decision to migrate was made in April 2024 and the store launched on 16 October 2024. In roughly six months the team moved 17,000 products from 450 brands, with Shopify's tooling automating work that would otherwise have been done by hand. The timing was deliberate: going live before peak trading meant the new platform carried Q4 rather than the legacy system. After launch, the team shifted its attention to refining the storefront through app integrations and Liquid, rather than firefighting technical problems.
The first peak on the new platform validated the decision. Black Friday produced Justmylook's first ever sales day above £1 million, and orders exceeded forecasts by such a margin that the team turned off advertising because it lacked the fulfilment capacity for more. Beyond the headline, the operational change is significant: hours once spent on bug fixes now go into the customer journey, and new ideas can be launched through one-click app integrations instead of custom builds lasting months. Williams also sees the platform's pace of innovation as preparation for a future in which shoppers discover products through AI assistants.
Migrating a smaller brand first gave Justmylook evidence rather than assumptions. A low-risk pilot is an effective way to test whether a platform can handle the specific complexity of your business before moving the main revenue stream.
Setting the go-live date ahead of Q4 forced a clear timeline and ensured the busiest trading days ran on infrastructure the team trusted. For seasonal retailers, the migration plan should start from the peak calendar.
The hidden cost of a fragile platform is the time it absorbs. Freeing a small team from constant fixes can be as valuable as any new feature, because that capacity flows straight back into customer experience and growth.
Shopify, Shopify Liquid, Shopify Sidekick, Planet Promotions, Klaviyo
This story is compiled by the ONEXT DIGITAL editorial team from public sources and is shared as an industry reference. Justmylook is not an ONEXT DIGITAL client.
Sources: https://www.shopify.com/case-studies/justmylook
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