Elvie is a leading women's health brand known for its award-winning wearable breast pumps and innovative technology for mothers. After being acquired by Willow in early 2025, Barrel began consolidating Elvie onto Willow's centralized Shopify Plus account, starting with the US migration from BigCommerce to Shopify, while maintaining Elvie's distinct brand identity.

Elvie's international business was still a patchwork. Its global stores ran on Statamic and other legacy systems, separate from the new US foundation. To continue aligning the brand internationally, Barrel migrated Elvie's UK store onto Shopify and brought it onto the same theme layer as the US site. Elvie went with a multi-store approach, so the two markets run as separate stores on a shared codebasesystem, keeping each market independent while letting improvements and functionality carry across both. The UK store launched on time at the top of June, in under two months.

Alongside the build, we trained Elvie's UK team to operate within Shopify and understand their new systems, handing over a store the team can manage and grow on its own.

The UK launch is one step in an ongoing migration. Elvie still operates EU and other global stores on its older infrastructure, and we look forward to planning the DE and EU instances as those teams finalize their approach. This work builds on our ongoing partnership with Willow and Elvie with our multi-brand approach on Shopify, which also includes helping Willow migrate to Shopify and partnering on a new blog and About page.