Case Study: Beard & Blade doubles wholesale revenue with Shopify Plus

How Beard & Blade doubled its wholesale a year after switching from Magento

Beard & Blade, an Australian maker of men’s grooming products, struggled with an unreliable Magento site and an inefficient wholesale setup that forced it to run separate retail and wholesale storefronts with separate inventory pools. Large B2B orders required manual fulfillment and inventory updates, making wholesale fragile, time-consuming and disruptive to the customer experience.

After replatforming to Shopify Plus and launching a password‑protected, self‑serve wholesale portal in January 2017, wholesale and retail now share one synchronized inventory and admin, orders flow automatically into warehouse workflows, and the brand can offer custom pricing and minimums to different customers. The switch has driven record growth: retail sales are up 35% year over year, wholesale revenue has doubled, wholesale AOV is $296 versus $49 retail, and Beard & Blade is now a multimillion‑dollar company with a global footprint.

Beard & Blade

Adriano Salemme

Marketing Chief