Case study

A 20-year-old wholesale lingerie brand off WordPress and onto Shopify. Two storefronts. One migration.

Best Underwear Line Inc. is a 20-year-old B2B wholesale intimate apparel distributor in the LA Fashion District. Muscled migrated the operation off WordPress / WooCommerce onto Shopify and built two storefronts from scratch on the Impact theme base: a B2B wholesale portal with mega menu, login gate, inventory counter, and bulk cart, plus a separate B2C retail store.

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By the numbers

The numbers speak for themselves

Vault-backed numbers. No presentation-grade estimates. Each one is reconcilable to the founder's own reporting.

Full platform migration
WP → Shopify

Moved a 20-year-old B2B wholesale intimate apparel distributor off WordPress / WooCommerce onto Shopify, with two new storefronts built from scratch on the Impact theme base.

SRC: vault client.yaml + notes.md, web research, 2026-05-21

Storefronts built
2 stores

Two separate Shopify storefronts shipped: a B2B wholesale store with login-gated portal, mega menu, inventory counter, and bulk cart, and a B2C retail store with consumer merchandising sections.

SRC: GitHub: muscled-clients/bestuline + muscled-clients/bestuline-retail, 2026-05-21

Build engagement
~20 mo

Apr 2024 – Dec 2025 build window across both repos. 3,116+ combined commits on develop (2,549 wholesale + 567 retail) and 12 named design iteration phases on the wholesale store.

SRC: GitHub commit history, both repos, 2026-05-21

Bestuline (Best Underwear Line Inc.) monthly revenue

Post-rebuild growth
Desktop & Mobile

The full homepage, shown two ways

Two side-by-side screenshots of the long homepage. Hover the desktop card to slowly scroll the screenshot top to bottom, so visitors see the entire page without leaving this one.

  • Desktop · full homepage after rebuild
    WP → Shopify
    Storefronts migrated and built from scratch (671 mo)
    /mo at peak
  • Mobile-first after rebuild
    Mobile traffic share
    671 mo
    Engagement length
The work

How the engagement unfolded

  1. WordPress / WooCommerce → Shopify migration + wholesale store build

    Apr 2024 — Dec 2025

    Full platform migration of the 20-year-old Bestuline wholesale operation off WordPress / WooCommerce onto Shopify. Brand-new B2B wholesale storefront built from scratch on the Impact theme base, with wholesale-specific features: mega menu navigation for the catalog (bras, panties, shapewear, legwear, activewear, pajamas, seasonal), login-gated wholesale portal, inventory counter on PDPs, and a cart flow tuned for bulk ordering. 2,549 commits on develop.

    • Platform migration
    • WordPress → Shopify
    • Impact theme base
    • Wholesale portal
    • Mega menu
    • Inventory counter
    • 2,549 commits

  2. B2C retail storefront build

    Jun 2024 — Dec 2025

    A second, separate Shopify storefront for the consumer-facing retail channel. Built on the same Impact theme base as the wholesale store but with consumer merchandising sections: collection slider, collection tab, best-seller section, product-text-image layouts, and a custom all-black D11 variant. 567 commits on develop.

    • B2C retail
    • Shared theme base
    • Consumer merchandising
    • Collection slider
    • Best-seller section
    • 567 commits

  3. 12 design iterations (D4 → D12) on the wholesale store

    2024 — 2025

    Wholesale store moved through 12 named design phases. D4 mega menu, D5 homepage + cart + login, D6 responsive + forgot password, D7 cart functionality overhaul, D9 PDP popup + login + inventory counter, D10 homepage + responsive, D11 homepage + announcement bar + animation, D12 homepage. Each phase carried its own feedback round and re-merge cycle.

    • 12 design phases
    • D4 → D12
    • Iteration cadence
    • Feedback rounds
    • Mega menu → PDP popup → animation

  4. Dual storefront operations + shared section library

    Through Dec 2025

    Both stores share a custom section library (accordion, before-after image, cart drawer, collection list, FAQ, feature chart, featured collection, hotspots, image-with-text overlay, media grid, newsletter popup, press, related products, scrolling text, shop-the-look, slideshow, tabs, testimonials, timeline, video) plus product template variants for new product and pre-order flows, FAQ / contact / list-collections page templates, and a rapid search results page.

    • Shared section library
    • product.new-product.json
    • product.pre-order.json
    • FAQ + contact templates
    • Rapid search results
Project overview

What we built

Best Underwear Line Inc., trading as Bestuline, is a 20-year-old wholesale lingerie and intimate apparel distributor in the LA Fashion District. Their catalog spans bras, panties, shapewear, legwear, activewear, pajamas, and seasonal lingerie in inclusive sizing. Core business is B2B wholesale to retailers with a secondary B2C retail channel.

Muscled performed a full platform migration: off WordPress and WooCommerce, onto Shopify, with two brand-new storefronts built from scratch on the Impact theme base. The wholesale store carries B2B-specific features (mega menu, login-gated portal, inventory counter on PDP, bulk cart). The retail store reuses the same theme foundation with consumer-merchandising sections layered on top.

In their own words

(Testimonial TBD — vault contact_name and permission_to_publish are open.)

Best Underwear Line Inc. (Bestuline) is a 20-year-old B2B wholesale intimate apparel distributor in the LA Fashion District, with a secondary B2C retail channel. Primary categories: bras, panties, shapewear, legwear, activewear, pajamas, and seasonal lingerie in inclusive sizing. Muscled migrated the operation off WordPress / WooCommerce onto Shopify and built two storefronts from scratch.

Bestuline teamBest Underwear Line Inc.
The challenge

What was holding them back?

Bestuline's online operation sat on WordPress and WooCommerce with PHP and Cloudflare in front. A modern wholesale portal experience, an inventory signal on PDPs, and a clean separation between B2B and B2C buyers were all hard to deliver on that stack without a platform move.

  1. 01

    Legacy WordPress / WooCommerce stack on a 20-year-old wholesale business

    Bestuline's online operation sat on WordPress and WooCommerce (with PHP and Cloudflare in front) — a stack that wasn't built for wholesale-portal workflows or for the brand's growth ambitions. The migration risk on a brand with 20 years of equity was non-trivial.

  2. 02

    Wholesale buyers need a B2B portal, not a consumer store

    Retailers ordering bras, panties, shapewear, legwear, activewear, and pajamas at a $100 minimum need login-gated catalog access, mega menu navigation across many categories, inventory visibility on PDPs, and a cart flow built for bulk orders — none of which a generic Shopify theme provides out of the box.

  3. 03

    Two customer types, one brand

    Bestuline runs both B2B wholesale and a B2C retail channel. Putting both on one store would have meant compromising the wholesale portal experience to keep consumers from getting lost, and the consumer experience would have been buried under wholesale-only sections.

  4. 04

    20-year-old brand identity needed a modern Shopify expression

    An LA Fashion District wholesale brand with decades of equity needed a storefront that preserved its identity while moving onto modern infrastructure. The build went through 12 named design iterations to land the wholesale store and additional rounds for the retail store.

Before / After

Before and after

Before

After

Funnel collapse: we removed a full page from the path to purchase.

Solutions

What we built to fix it

Each fix maps to a specific lift in the funnel.

  • Full WordPress / WooCommerce → Shopify migration

    Moved the entire ecommerce operation off WordPress and WooCommerce onto Shopify. Built two brand-new Shopify storefronts from scratch on the Impact theme base instead of porting the old WooCommerce theme.

  • Purpose-built B2B wholesale portal

    Wholesale store with mega menu navigation, login-gated account system (login, forgot password, account dashboard), inventory counter on PDPs, and cart functionality tuned for bulk orders. PDP popup, announcement bar, and product templates for new-product and pre-order launches.

  • Separate B2C retail storefront on a shared theme base

    Spun up a second Shopify store for the retail channel on the same Impact base so the shared section library and brand language carried over, then layered consumer-specific merchandising: collection slider, collection tab, best-seller section, and product-text-image layouts.

  • 12-iteration design cadence with named feedback rounds

    Ran a structured cadence of design iterations on the wholesale store (D4 mega menu, D5 homepage + cart + login, D6 responsive + forgot password, D7 cart functionality, D9 PDP popup + inventory counter, D10 + D11 + D12 homepage rounds) with named feedback branches between each pass.

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify
    Platform (migrated from WordPress / WooCommerce)
  • Impact theme base
    Theme foundation
  • Liquid
    Templating
  • Mega menu
    B2B navigation
  • Wholesale portal (login gate + account)
    B2B workflow
  • Multi-store theme base
    Architecture
  • Custom section library
    Storefront UI
How we engineer performance

Speed is a revenue lever, not a vanity score

Every Muscled build is engineered to the same standard. The numbers below are the published industry benchmarks we design against, not stand-ins for any one client's figures.

conversions per 0.1s of load-time improvement on ecommerce sites.

+8.4%

SRC: DELOITTE / GOOGLE

conversion rate for stores loading under 2s, vs the ~1.4% Shopify average.

2.4%

SRC: SHOPIFY PERFORMANCE DATA

conversion lift per 1s of mobile load-time gained, where 90% of traffic lives.

+10-20%

SRC: SHOPIFY MOBILE BENCHMARKS

// OUR PERFORMANCE GATE we don't ship unless field Core Web Vitals hold: LCP ≤ 2.5s · INP ≤ 200ms · CLS < 0.1 (p75, mobile)

Capability surface

The techniques behind a build like this

Platform migration (WordPress → Shopify)

  • Full WordPress / WooCommerce off-ramp
  • Two Shopify stores built from scratch
  • Impact theme base
  • Brand identity preserved across migration
  • Wholesale + retail channels separated cleanly
  • Cloudflare front-end retained
  • 20-year-old brand modernized
  • Catalog re-architected for Shopify
  • Page templates rebuilt (FAQ, contact, list-collections)

B2B wholesale portal

  • Mega menu
  • Login-gated portal
  • Inventory counter on PDP
  • Account dashboard
  • Forgot password flow
  • Bulk cart functionality
  • PDP popup
  • Announcement bar
  • Wholesale-specific feedback rounds
  • product.new-product.json
  • product.pre-order.json

B2C retail merchandising

  • Collection slider
  • Collection tab
  • Best-seller section
  • Product-text-image layouts
  • Custom all-black D11 variant
  • D9 collection grid
  • D9 tab slider
  • D10 collection gallery
  • Shared section library with wholesale store

Design iteration cadence

  • 12 named phases (D4 → D12)
  • Named feedback branches between rounds
  • Revert + re-merge discipline
  • D4 mega menu
  • D5 homepage + cart + login
  • D6 responsive + forgot password
  • D7 cart functionality overhaul
  • D9 PDP popup + inventory counter
  • D10 + D11 + D12 homepage rounds
  • D11 announcement bar + animation
Storefronts

One build. Multiple markets.

Same theme code across markets, with localized pricing, currency, and region-specific content routed automatically.

  • United States — B2B wholesale

    Wholesale B2B storefront / login-gated portal
    • Shopify
    • Impact theme base
    • Wholesale portal
    • Mega menu
    • Inventory counter
    • Bulk cart flow
    • 2,549 commits
    • D4 → D12 iterations
    United States — B2B wholesale screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.

  • United States — B2C retail

    Retail B2C storefront / consumer channel
    • Shopify
    • Impact theme base
    • Shared section library
    • Collection slider
    • Collection tab
    • Best-seller section
    • Product-text-image layouts
    • 567 commits
    United States — B2C retail screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.
Full build · sections

Every section, built mobile-first

The full build is many numbered sections, each designed for the phone first. The rail below shows a sample. Scroll horizontally to step through.

The results

What the work delivered

Each number is reconcilable to the founder's own reporting.

Full platform migration
WP → Shopify

Moved a 20-year-old B2B wholesale intimate apparel distributor off WordPress / WooCommerce onto Shopify, with two new storefronts built from scratch on the Impact theme base.

SRC: vault client.yaml + notes.md, web research, 2026-05-21

Storefronts built
2 stores

Two separate Shopify storefronts shipped: a B2B wholesale store with login-gated portal, mega menu, inventory counter, and bulk cart, and a B2C retail store with consumer merchandising sections.

SRC: GitHub: muscled-clients/bestuline + muscled-clients/bestuline-retail, 2026-05-21

Build engagement
~20 mo

Apr 2024 – Dec 2025 build window across both repos. 3,116+ combined commits on develop (2,549 wholesale + 567 retail) and 12 named design iteration phases on the wholesale store.

SRC: GitHub commit history, both repos, 2026-05-21

Ready to ship yours?

Let's talk about what you want to ship.

A 20-month build engagement (Apr 2024 – Dec 2025) that migrated a 20-year-old wholesale intimate apparel brand off WordPress / WooCommerce and shipped two purpose-built Shopify storefronts. 3,116+ combined commits across both repos and 12 named design iterations on the wholesale store.

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