Highcroft

Highcroft is an independently owned shop in downtown Wayzata, Minnesota, on the shores of Lake Minnetonka. It opened in 2006 as the premier linen store in the Twin Cities and rebranded as Highcroft in 2016, growing into fine linens for bed, bath and table, artisanal candles, niche perfumes and apothecary, and apparel, from houses such as Sferra, Matouk, Libeco, Abyss & Habidecor and Santa Maria Novella.

The shop runs its floor on Lightspeed and needed a new online store on Shopify. A platform move like this carries two risks: the website drifting out of step with the stock in the shop, and the search rankings built up over the years being lost in the move.

So the job was to build a store that matches the quality of what Highcroft sells, keep it in sync with the point of sale, and carry the search visibility across.

• Built a new Shopify store for Highcroft, with the bed, bath, home and apparel departments and the brand pages shoppers expect from a linen house.
• Connected Shopify to the shop's Lightspeed point of sale, using Mortar and Matrixify, so products and stock stay in sync between the floor and the website.
• Carried out an SEO migration alongside the move, so existing rankings follow the store to its new platform.
• Put the store on our Website-as-a-Service Starter plan: a maintenance bank for ongoing updates and a quarterly call with an e-commerce strategist.

Highcroft now sells online from a Shopify store that is connected to its Lightspeed point of sale, with one catalogue serving both the shop and the website, and its search visibility carried across the migration.

The partnership runs on a two-year Website-as-a-Service plan, so the store keeps evolving after launch instead of standing still. We will add performance numbers once a full season of data is in.