The Challenge

Pink House Co. wasn’t just launching a new website — they were launching a new identity.

The business needed:

• A refined brand position aligned with a boutique-chic audience

• A cohesive ecommerce experience

• Seamless integration between retail and online systems

• Structured inventory management

• Lifecycle marketing from day one

• Scalable foundations for future paid and organic growth

The biggest technical challenge: complex POS integration and inventory syncing with a third-party retail system.

Phase 1: Brand Strategy & Repositioning

This project began with a rebrand.

I both collaborated on positioning decisions and managed the designer responsible for delivering:

• New logo system

• Tailored brand style guide

• Typography and color system

• Refined tone and audience alignment

My involvement extended beyond management — helping define the direction, demographic positioning, and pricing perception of the new Pink House identity.

The goal was to create a boutique brand that felt elevated, warm, and community-driven — without losing approachability.

Phase 2: Shopify Rebuild

Once the brand foundation was established, I rebuilt the site on Shopify using a heavily customized theme.

This was not a light reskin.

Development Scope

• Extensive custom Liquid development

• Custom-built homepage sections

• Vendor-focused content sections (similar to Eleanor & Hobbs architecture)

• Custom metafields for vendors and future sizing logic

• CRO-driven navigation structure

• Mobile-first refinement

The site architecture was intentionally structured for both merchandising and conversion — guiding users through curated collections rather than overwhelming them.

Advanced Collection & Filtering Logic

One of the more technical hurdles involved inventory visibility.

Because products were tied to a retail system, out-of-stock items were still being surfaced online.

I implemented:

• Custom JavaScript logic to hide OOS products

• Inventory-based conditional display adjustments

• Collection-level refinement

This ensured a clean, conversion-friendly browsing experience without exposing backend retail constraints.

POS & Retail Systems Integration

Biggest Technical Challenge

Integrating Shopify with their third-party retail POS system required significant configuration and testing.

What Was Involved

• SKU structuring

• Inventory syncing logic

• System reconciliation

• Sync testing and refinement

• Operational troubleshooting

This was the most complex part of the project — ensuring that physical retail inventory and ecommerce inventory remained aligned without creating customer-facing errors.

The goal was a unified inventory system that eliminated fragmentation between in-store and online sales.

Email & Lifecycle Marketing (Klaviyo)

Post-launch, I implemented a full lifecycle marketing foundation using Klaviyo.

Flows Built

• Welcome series

• Abandoned cart

• Post-purchase follow-up

• Dynamic browse-based product blocks

Features

• Segmented audience logic

• Dynamic product content

• SMS integration

• Structured automation architecture

We are currently exploring POS-triggered automation integrations for future enhancement.

SEO & Acquisition Foundations

While paid ads have not yet been activated, I implemented:

• On-page SEO structure

• Metadata optimization

• Google Merchant Center feed cleanup

• Product feed refinement for future Shopping campaigns

• Early groundwork for local SEO and Google Business optimization

The infrastructure is built to support activation — rather than retrofitting later.

Scope & Ongoing Optimization

Pink House Co. is in its early growth phase, so measurable revenue outcomes are still developing.

However, the project successfully delivered:

• Complete brand transformation

• Full Shopify rebuild

• Custom Liquid development

• Advanced inventory visibility logic

• Complex POS integration

• Klaviyo lifecycle automation

• Product feed optimization

This was not just a website launch — it was the construction of a fully integrated retail and ecommerce ecosystem designed for long-term scalability.