As part of Epoch Lacrosse’s exciting growth, the company expanded by acquiring Lacrosse Playground, SNYPR, and Wolf Athletics, forming Epoch Sports—a dynamic multi-brand experience. I had the opportunity to oversee the development of the Epoch Sports multi-brand Shopify website, which brought all these brands together under one seamless online platform. This new site makes shopping across all brands easy, with a single cart for checkout and an integrated e-commerce environment that enhances the overall customer experience. By streamlining the shopping process and supporting upsells and targeted marketing, the website has become a powerful tool for driving brand synergy and boosting revenue growth.
The goal of the Epoch Sports ecosystem was to create a seamless shopping experience that unites four distinct brands—Epoch Lacrosse, Lacrosse Playground, SNYPR, and Wolf Athletics—under one roof. I led the initiative to implement a shared cart experience using Shopify Plus, which gave each brand its own identity through custom URLs for Google Ads and social channels, all while simplifying the customer’s checkout process. This allowed us to create a smooth, consistent user experience that kept each brand’s uniqueness intact.
As part of the project, we migrated all data from multiple platforms—including WordPress, Amazon servers, and WooCommerce—into Shopify. This crucial step ensured we kept valuable SEO and search data intact during the transition, helping each brand maintain its visibility and search ranking. It was important to maintain the integrity of content and structure, so customers could easily find and engage with our products on the new platform.
I worked on designing wireframes to guide the creation of a fresh and cohesive brand experience, while still honoring each brand’s unique visual elements like logos and color schemes. Working closely with the development team, we ensured the user interface was visually engaging and easy to navigate, delivering an intuitive experience across all brands. The result was a design that not only felt connected across the ecosystem but also offered each brand its distinct presence.
To keep each brand’s individuality intact, we created separate Shopify stores for each brand within the Epoch Sports umbrella. This allowed customers to shop by their favorite brand, making it easy to navigate and engage with each one’s unique products. Despite maintaining separate stores, the shared cart system made it easy for customers to shop across brands, with a seamless and personalized experience.
We streamlined our product catalog by migrating products from all brands into a master store and syncing them with our third-party logistics (3PL) system. This helped automate order fulfillment, ensuring smoother processes from purchase to shipping. Using ShipStation allowed customer service to efficiently manage orders and track inventory, leading to more reliable shipping and improved operational efficiency.
Epoch Bespoke, our product customization tool, was migrated from a traditional server to Shopify’s cloud-based platform, offering improved site speed, performance, and scalability. This transition enabled us to provide a smoother, more efficient experience for customers customizing their products, while ensuring better security and integration with other brand services.
Epoch Team was designed to cater specifically to sales reps and generate leads within the Epoch Sports ecosystem. Using a Made-To-Order (MTO) process, we streamlined the order flow, allowing for direct shipping to teams with no inventory required. This innovation increased sales by 20% and captured valuable data on coaches and community members, making it easier to track interactions and grow brand loyalty.
After integrating the stores and systems, we built a unified marketing strategy that enabled us to run email, social media, and Google ad campaigns from a single hub, while maintaining tailored messaging for each brand. This cross-brand marketing approach allowed us to enhance brand visibility and customer engagement while using customer data to refine marketing efforts. The result was a more effective strategy that boosted brand presence and loyalty across the entire ecosystem.
