The Objective
The goal was clear and high-stakes: move both brands off BigCommerce without interrupting day-to-day sales, customer experience, or operational workflows.
This was a migration at enterprise volume. The team needed to modernize the platform underneath two active businesses while preserving continuity across the layers the business depends on:
- Migrate 930,000 orders and 457,000 customer records without breaking relationships or losing historical continuity
- Preserve SEO completely, including URL structures, rankings, and inbound traffic
- Launch without downtime, keeping checkout and order flow stable through cutover
- Improve performance meaningfully for mobile shoppers
- Separate retail and wholesale cleanly, so each brand could operate independently on Shopify Plus
- Create a foundation built for iteration and growth, not a platform that resists change
This was not a branding refresh or a “new look” initiative. It was a foundation rebuild: protect what was already working, remove what was limiting scale, and set up both brands to move faster going forward.
Key Business Challenges
This was not one migration. They were two high-volume businesses with two different buying models and a dataset large enough that small errors would turn into real operational issues.
1. Enterprise-Scale Data Migration
The migration involved:
- 930,000 orders
- 457,000 customer records
- Thousands of products tied to years of transactional history
It wasn’t enough to “bring the data over.” Order history needed to remain connected to the right customers, addresses, products, and fulfillment records. If those links break, customer service slows down, reporting becomes unreliable, and operations absorb the damage first.
This required a staged migration with validation and reconciliation, not a bulk import.
2. Dual-Brand Complexity
Retail and wholesale do not run the same way.
Tees2UrDoor is built for fast browsing and mobile conversion. Sugar Stitch is built around account access, wholesale pricing rules, and repeat purchasing patterns that depend on clean customer structure and predictable workflows.
The migration had to preserve those differences without creating two disconnected implementations. Both stores needed to launch stable, consistent, and independently operable.
3. Performance and Experience Limits
As the operation scaled, performance became harder to improve without piling on workarounds. Theme limitations restricted flexibility. Mobile experience and speed were no longer “nice to have,” they were directly tied to conversion, bounce rate, and repeat buying behavior.
4. Product Discovery at Scale
With thousands of designs across seasons, collections, sizes, and styles, discovery was not a side feature. It was part of the conversion engine.
When search and filtering aren’t strong enough, customers bounce. The larger the catalog gets, the more expensive poor discovery becomes.
5. SEO Continuity
Years of organic traffic were tied to BigCommerce URL structures and content paths.
Any redirect gaps or metadata loss would create traffic drops that take months to recover. SEO preservation needed to be built into the migration itself, with comprehensive redirect planning and post-launch monitoring.
The Strategic Challenge
The hardest part of this project wasn’t the build; it was control under load.
Tees2UrDoor and Sugar Stitch needed to modernize without instability, without traffic loss, and without disrupting order flow. At the same time, the new solution couldn’t introduce a new kind of complexity that would slow future iteration.
Optimum7’s job was to move fast without losing precision: keep continuity intact, reduce risk at launch, and deliver an infrastructure that stays reliable as both brands grow.
