Case Study: Bonobos accelerates development and delivers personalized e-commerce experiences with Heroku

Bonobos Migrates their Personalized E-Commerce Experience from AWS to Heroku

Bonobos, founded in 2007 and now the largest apparel brand in the U.S. launched online, built a personalized e‑commerce experience paired with local Guideshops where customers get one‑on‑one fitting help. Running their site on AWS with in‑house DevOps created operational overhead and slowed development, making it harder to iterate quickly and tightly integrate the Guideshop tablet workflow with the e‑commerce backend.

To accelerate development and simplify operations they migrated nearly everything to Heroku, using Heroku Postgres, Redis, logging/monitoring add‑ons, and Review Apps, while connecting Guideshops via a Tulip iOS app to their API. The move made debugging and access to read replicas easier, enabled multiple daily production deployments, empowered the 12‑person engineering team to manage infrastructure, and sped feature delivery—improving both the online and offline shopping experience.

Bonobos

Tim Julien

Vice President of Engineering