The Lineup
The Challenge
For more than 35 years, The Line Up has been helping teams shine, handcrafting one-of-a-kind performance apparel that turns moments into memories. But behind the sequins and stitching, their digital tools were struggling to keep pace with the creativity and complexity of their business.
As their audience grew (from studio directors and coaches to dancers and cheer squads), The Line Up's existing e-commerce platform couldn't keep up. Manual order tracking, one-way system integrations, and limited customization tools were slowing things down. Their team needed a modern solution that could handle both B2B and B2C sales, streamline approvals, and make customization as seamless online as it is in their workshop.
Through discovery sessions, we uncovered key pain points: integration limitations between their ERP and existing e-commerce platform, a clunky configurator experience, and too many manual processes behind the scenes.
The Solution
Together, we reimagined their digital ecosystem from the ground up. We re-platformed The Line Up to a modern enterprise e-commerce platform, introducing a two-way ERP integration that syncs products, pricing, inventory, and orders in real time.
We implemented flexible page-building tools that empower their team to update content on their own terms and helped them find a product customizer partner.
Finally, a complete responsive redesign brought The Line Up's vibrant creativity to life, showcasing their artistry through a sleek, modern experience that feels as polished as the costumes they create. Today, The Line Up's digital foundation is as strong as its legacy: built for performance, crafted with care, and ready to keep teams shining for decades to come.
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