How Astrid & Miyu Scaled Globally with Unified Commerce

Introduction

Astrid & Miyu began in 2012 with a clear goal: remove barriers between shoppers and jewelry. By late 2017 they had presence online and in select stores, but customer data sat in disconnected silos. Without a unified view, operations slowed, and personalisation felt impossible. In 2018, the team switched from Adobe Commerce to Shopify Plus. That move set the stage for streamlined operations, improved loyalty and international growth at a rapid clip.

The Challenge

Rapid growth exposed legacy limits. Online orders, in-store purchases, loyalty program interactions and browsing history all lived in different platforms. Staff spent hours piecing together customer profiles. Checkout lines formed because in-store staff couldn’t access rich online data. Expansion plans stalled as the team struggled to offer consistent service around the globe.

The Solution

Migrating to Shopify Plus delivered a single commerce platform to manage products, orders and customer behaviour. Loyal customers saw their rewards and purchase history whether they shopped in London or Los Angeles. Plug-and-play integrations—like LoyaltyLion for points, Shopify Payments and Shopify Markets for cross-border transactions—sped up implementations. The team deployed Shopify POS Go and POS Terminal to power 23 brick-and-mortar shops with mobile checkout and real-time stock updates.

Results

By November 2023, Astrid & Miyu processed over 1 million orders through Shopify. Repeat purchases from shoppers who bounced between online and in-store rose fivefold. These omnichannel buyers delivered a 40% higher lifetime value over strictly online customers. Area managers now get instant regional sales dashboards via Shopify Analytics. And onboarding new hires takes hours instead of days thanks to Shopify’s intuitive interface.

Future Outlook

With unified commerce in place, Astrid & Miyu plans to deepen experiential retail in its global stores and expand its product lines. Real-time data feeds into product design, marketing campaigns and loyalty initiatives. As the brand explores new markets, the team credits the single-platform model for sustaining agility and keeping customer experience at the core.