Case Study: McMullen Boutique grows an inclusive fashion community with Afterpay

How Sherri McMullen created a fashion community around her store

The customer, McMullen Boutique, is a fashion boutique in Oakland, California, focused on building an inclusive, community-driven retail space. Faced with the need to expand its audience and adapt its business during the pandemic, the boutique sought new ways to reach customers and offer flexible purchasing options online. They partnered with the vendor Afterpay to help achieve this.

By implementing Afterpay, the boutique was able to offer more flexible payment solutions. This solution helped McMullen Boutique significantly expand its online reach, particularly attracting a younger demographic. As a result, the store’s online sales increased by 420% from 2019 to 2020 and saw a 612% increase over a two-year period, all while in-person sales also exceeded pre-pandemic numbers. Afterpay was instrumental in driving this growth and new customer acquisition.

McMullen Boutique

Sherri McMullen

McMullen Boutique