Shopify details Brand Collective partnership success

Shopify has revealed the success of its Brand Collective partnership.

The announcement:

Shopify, a leading commerce technology company, today announced the success of its partnership with Brand Collective, one of Australia’s largest retail groups. Over the past two years, with the support of digital agency partner DotCollective, Brand Collective has migrated its direct-to-consumer (DTC) portfolio of 19 brands to Shopify, cutting launch times in half, improving conversion rates, and reducing fraud-related chargebacks by 99%.

Brand Collective manages a diverse portfolio of fashion, sport, and lifestyle labels including Canada Goose, Reebok, Superdry, Champion, Hush Puppies, Shoes & Sox, and Elka Collective. Following its 2022 merger with PAS Group, the company made a deliberate shift away from fragmented legacy platforms to consolidate its digital infrastructure.

“We wanted to move faster, innovate more, and simplify how our brands go to market,” said Aaron Gard, group general manager, digital and ecommerce at Brand Collective. “Migrating our entire portfolio onto Shopify has given us that foundation, but it’s our team’s ability to make the most of it that’s driving the real results. We’re now launching brands in record time, optimising customer journeys, and focusing more energy on growth than on maintenance.”

“Brand Collective is a great example of what’s possible when a multi-brand retailer puts adaptability and simplicity at the centre of their commerce strategy,” said Shaun Broughton, managing director, APAC & Japan at Shopify. “By unifying their brands on our platform, Brand Collective has embraced a more agile way of working, one that removes complexity, accelerates execution, and unlocks growth.”

A foundation for speed and scale
By consolidating on Shopify, Brand Collective has created a common architecture built around reusable frameworks, shared themes, and streamlined workflows. This has enabled the group to halve new brand launch timelines from six months to three while maintaining consistency and governance across a diverse brand mix.

Smarter, more secure checkouts
With Shopify Payments, Shop Pay, and one-page checkout, Brand Collective has transformed the customer checkout experience. Fraud prevention tools have cut manual reviews to almost zero, and smoother checkout flows have lifted conversion rates by 15–25%, supporting a 10% year-on-year increase in online sales.

From maintenance to growth
Moving off maintenance-heavy platforms has reduced overhead by 60%, freeing the digital team to focus on innovation and customer experience. Shopify’s AI-enabled commerce assistant, Sidekick, is also providing valuable insights that speed up decision-making.
Working alongside agency partner DotCollective, Brand Collective now operates with a unified digital ecosystem that supports rapid test-and-learn execution and positions the group for sustainable growth across its entire portfolio.

Source: Archetype