Dooney & Bourke Replatforms To Shopify, Unifying Digital And Retail Commerce With RunDTC
PAGE
By PAGE Editor
Heritage brands rarely get the luxury of standing still. For Dooney & Bourke, longevity has always been rooted in craftsmanship and consistency. But sustaining relevance today requires something less visible and far more structural: modern commerce infrastructure.
That reality drove the brand’s recent partnership with RunDTC, a Shopify Platinum Partner tasked with leading a full-scale retail ecosystem transformation. The initiative spanned both digital and physical commerce—migrating global eCommerce operations from Salesforce Commerce Cloud to Shopify, while simultaneously deploying Shopify POS across retail and outlet locations.
The move reflects a broader shift among legacy retailers: commerce systems are no longer back-office utilities. They are growth engines.
Replatforming With Precision
RunDTC led the migration of Dooney & Bourke’s global storefronts, transitioning from SFCC to Shopify to create a more agile and scalable digital foundation. The replatform delivered improved site speed, streamlined merchandising workflows and faster iteration cycles—critical capabilities in a retail environment where responsiveness directly impacts revenue performance.
But beyond performance gains, the transformation addressed operational alignment. By consolidating onto Shopify’s ecosystem, the brand simplified internal processes, reduced system complexity and enabled faster feature deployment across markets.
“By unifying digital and physical commerce into a single connected ecosystem powered by Shopify, we're helping the brand operate with greater insight, deliver unified customer experiences, and unlock new opportunities for growth,”
said Paul Zaengle, CEO of RunDTC.
A defining advantage in the engagement was RunDTC’s operator-first perspective. Rather than approaching the migration as a purely technical exercise, the firm grounded decisions in the practical realities of merchandising, fulfillment and customer service teams responsible for sustaining daily growth.
Bringing Stores Into The Same System
Modernization did not stop at eCommerce. RunDTC configured and deployed Shopify POS across Dooney & Bourke’s retail and outlet network, integrating hardware, inventory systems, pricing logic, payment gateways and customer data into one unified architecture.
The rollout included structured user acceptance testing, on-site staff training and post-launch hypercare support—ensuring continuity during the transition.
By connecting in-store transactions directly to the same commerce engine powering online sales, Dooney & Bourke unified inventory visibility, promotions and customer profiles across channels. The result is a seamless bridge between dooney.com and ilovedooney.com, the brand’s two core digital storefronts, and its physical footprint.
“Our transition from SFCC to Shopify marked a major step forward in how we operate digitally,” said Matt Lowe, Director of Digital & eCommerce at Dooney & Bourke.
“RunDTC's partnership throughout the replatforming process enabled us to modernize our global eCommerce experience without disruption, while significantly improving performance, agility, and scalability.”
That phrase—without disruption—signals the project’s strategic execution. Enterprise migrations often introduce instability. Here, program management coordinated alignment across Dooney & Bourke, Shopify and internal teams, preserving operational continuity while upgrading the foundation.
Setting A Standard For Legacy Retail
RunDTC’s broader portfolio includes brands such as Steve Madden, Brooklinen and Ariat—companies navigating similar inflection points between heritage identity and modern customer expectations.
What distinguishes the Dooney & Bourke transformation is its comprehensiveness. Dedicated program management, cross-functional collaboration and CRO optimization ensured that the replatform wasn’t simply a technical migration, but a measurable performance upgrade from product discovery through checkout.
The outcome is a single, scalable commerce foundation capable of supporting faster innovation, sharper merchandising and more consistent customer experiences across every touchpoint.
For brands built on legacy, modernization is not reinvention. It is reinforcement. With its unified commerce ecosystem now in place, Dooney & Bourke has positioned itself to evolve alongside its customers—proving that infrastructure, when strategically executed, can be as powerful as product.
HOW DO YOU FEEL ABOUT FASHION?
COMMENT OR TAKE OUR PAGE READER SURVEY
Featured
Through a full migration from Salesforce Commerce Cloud to Shopify and a nationwide Shopify POS rollout led by RunDTC, Dooney & Bourke has modernized its entire retail ecosystem to create a unified, scalable commerce foundation across digital and physical channels.