Criquet Shirts is an innovative apparel brand founded by two lifelong friends who were driven by the pursuit of the perfect shirt and a desire to break away from the ordinary. Energized by a spirit of adventure and a commitment to comfort, Criquet Shirts has carved a unique niche in the fashion world. By adopting Shopify Collective, they have seamlessly expanded their capabilities to include custom products and print-on-demand services, enhancing their reach and operational efficiency.
With Collective, Criquet Shirts has achieved:
- Streamlined warehouse processes to manage production and fulfillment according to product type
- Successful partnerships with licensed collegiate products and custom offerings for brands like Stix and creators like @Manolo
- 4% of custom product purchases coming from new customers
- 7% of returning customers purchasing Criquet custom products
Challenge: Seamless Integration Across Stores
Criquet Shirts faced the challenge of efficiently managing the fulfillment of diverse product lines without disrupting the customer experience. They needed a solution that would allow them to handle standard inventory alongside custom, made-to-order items.
Since implementing Shopify Collective, Criquet Shirts has significantly optimized its supply chain and production processes. They use their Criquet Custom store as a primary supplier linked directly to their New Jersey fulfillment center, allowing them to manage on-demand product embroidery and customization behind the scenes while maintaining a smooth shopping experience for customers.
Our Criquet Custom store, though not public-facing, is absolutely vital to how we manage our catalogs and fulfillment seamlessly with Collective.
This strategic configuration ensures that orders are fulfilled both accurately and promptly, enhancing customer satisfaction while maintaining high standards. Billy explains, "It enables us to manage our customized product fulfillment separately and effectively from our regular inventory, preventing any missteps in order routing and maintaining a smooth operational flow." By separating the fulfillment of customizable and standard products, Criquet Shirts has effectively minimized operational disruptions and streamlined financial reconciliation.
Solution: Innovation in Product Offerings
Criquet Shirts has skillfully leveraged Shopify Collective to redefine their product management and expand offerings without the typical constraints of traditional inventory. Through their Criquet Custom setup, they seamlessly upload product details and share them with their direct-to-consumer store, ensuring that all revenue from sales flows back to Criquet Custom.
This nimbleness lets us offer short-run, limited edition products without guessing inventory needs. We're creative with products and can adjust quickly in response to market feedback.
A key benefit has been Criquet's expanded product catalog for existing customers. Their customization options and limited-edition designs have created more engagement touchpoints and increased average order value. The results speak for themselves: 7% of returning customers now purchase Criquet custom products, while these offerings attract new customers too, with 4% of custom purchases coming from first-time buyers.
Our loyal customers are always looking for something new. With Collective, we offer personalized options without inventory risk. Customers who previously bought one or two shirts yearly now make multiple purchases because of the variety and personalization.
This catalog diversification has effectively driven repeat purchases, giving customers who might have exhausted their interest in standard offerings new reasons to return and explore customization options and limited runs.
Their separate store setup has optimized warehouse processes while enabling partnerships with businesses like Stix Golf, extending their reach with customized products available directly on partner sites.
Collaborating through Collective, especially with partners like Stix Golf, allows us to produce and distribute customized lines on demand efficiently.
This model serves as an inspiration for suppliers wanting to offer customizable products and for retailers exploring dropship solutions for customizable products through Shopify Collective.
Results: Remarkable Growth and Strategic Flexibility
Since adopting Shopify Collective, Criquet Shirts has transformed its operational efficiency and expanded its market reach. By managing their customizable and print-on-demand catalog within Shopify, they've streamlined fulfillment processes without leaving the platform, ensuring a cohesive and cost-effective operation.
Shopify Collective has been a game-changer for us. It allowed us to manage our print-on-demand and customizable product offerings seamlessly, fostering an ecosystem where our partners and customers both thrive.
Building on this success, Criquet Shirts is now planning to leverage Shopify Collective to introduce a broader range of products from other brands directly onto their site. This strategic move is designed to provide a comprehensive and innovative shopping experience for their customers. By offering a curated selection of complementary brands, Criquet not only caters to a wider array of customer needs but also enhances its market presence as a destination shop.
Collective's integration allows them to efficiently offer print-on-demand products across like-minded businesses, eliminating the need for complicated software and supporting smooth, scalable growth on Shopify.