Case Study: Laird Superfood achieves wholesale growth that outpaces consumer sales with Shopify Plus

Laird Superfood’s wholesale channel now sells more than its consumer business

Laird Superfood, the superfood brand co-founded by big-wave surfer Laird Hamilton, faced a growing-pains problem: its consumer e-commerce was established, but wholesale orders were handled manually by phone and email, creating a chaotic, labor-intensive process that limited B2B growth and customer convenience.

After migrating to Shopify Plus Laird launched a branded, mobile-ready wholesale portal with password-protected logins, custom pricing, order history and tracking, and 24/7 ordering. The automation eliminated much manual work (saving roughly one full‑time equivalent), drove dramatic growth (550% quarter‑over‑quarter and ~15% month‑over‑month), helped wholesale surpass consumer sales and expand from ~25% toward an estimated 75% of revenue, and supported a $32M funding round and new distribution opportunities.

Laird Superfood

Paul Hodge

Chief Executive Officer