Case Study: Flat Out of Heels achieves 20,000+ sales and seamless fulfillment with Shopify

Flat out of Heels - Customer Case Study

Flat Out of Heels, founded by Dawn Dickson in Georgia, makes rollable ballet flats after Dawn struggled to find affordable, fashionable flats while standing in six-inch heels at an event. Faced with a gap in the market for chic, durable and portable everyday shoes, she set out to design a stylish, sturdy rollable flat.

Dawn launched a Shopify store in 2013 and scaled using social media, celebrity and customer endorsements, and integrated third‑party fulfillment via Shopify’s backend tools. The result: strong publicity (including a CNBC feature), a viral sales spike after Kandi Burruss’s endorsement, and more than 20,000 pairs sold since May 2012, with social channels remaining the primary revenue driver.

Flat out of Heels

Dawn Dickson

Founder & CEO