Case Study: The 5TH achieves global expansion and $10M first-year sales with Shopify Plus

Australia’s fashion powerhouse went global by going local

The 5TH, a fashion and accessory brand founded by Alex McBride and Gretta van Riel, launched with a built-in social audience and a clear brand message — “Time Well Spent.” Born on Shopify Plus, the company faced the challenge of turning strong Instagram traction and global demand into a seamless international shopping experience while maintaining a local, personal connection with customers.

To solve that, The 5TH used Shopify Plus to deploy four localized storefronts (Australia, U.S., U.K., and E.U.) and Shopify’s point-of-sale technology for pop-up shops, enabling fast, agile global expansion with local engagement. The approach paid off: The 5TH sold $100,000 on day one, $1 million in a single day, and $10 million in its first year, and successfully launched in-person pop-ups like its New York shop with Shopify Plus support.

The 5TH

Alex Mcbride

Co-Founder