Case Study: Everlane achieves a radically transparent, scalable e-commerce business with Heroku

Fashion Brand Builds Radically Transparent E-Commerce Business on Heroku

Everlane is an online‑only fashion brand founded in 2011 that built its business around radical supply‑chain transparency and approachable pricing. Rather than using off‑the‑shelf platforms, Everlane faced the challenge of building and scaling a full in‑house e‑commerce and back‑office stack that delivers a fast single‑page customer experience, supports rapid release cycles, and keeps operational overhead low as the business expands globally.

Everlane chose Heroku from day one and now runs 20+ Rails/React apps with MySQL on RDS, Redis/Sidekiq queuing, Memcached/MemCachier caching, and a suite of add‑ons (Logentries, Bugsnag, SendGrid, RabbitMQ, etc.). Using Heroku Pipelines, Review Apps, branch deploys and tools like Scientist, the team deploys 50–100 times per week, maintains a median response time around 80 ms, and scales worker types independently—allowing fast iteration, reliable operations, and smooth global growth with Heroku effectively serving as their ops team.

Everlane

Danny Greg

Director of Engineering