Storeline

Catalog, checkout, and operations admin for a growing direct-to-consumer brand that had outgrown its template store.

The brand needed to keep the customer experience they had earned, while replacing the operations layer underneath. A full replatform in public is a risk. We had to migrate without a dark week.

We split the work: a new admin and inventory model first, storefront second, checkout last. Catalog data was cleaned before it moved. Packing rules were written with the warehouse lead, not guessed from analytics.

A custom storefront and admin: catalog, checkout, inventory, and packing flows that match the warehouse — React, Node, and MongoDB.

• Catalog with variants the warehouse recognizes
• Checkout with clear shipping and returns copy
• Inventory that updates from packing, not from hope
• Wholesale orders in the same admin as D2C
• Packing lists that match how boxes actually go out

• React
• Node.js
• MongoDB
• AWS

• Inventory no longer drifts from the storefront overnight
• Wholesale and D2C share one catalog and one stock number
• Packing follows a list the warehouse helped design
• The brand owns the checkout and can change it without a plugin maze

Interface frames — placeholders until production captures replace them.