Launching Tweezerman's Scalable B2B Wholesale Experience on Shopify Plus

Overview

Tweezerman recently transitioned seven ecommerce storefronts from Magento 2.0 to Shopify Plus. The brand needed a dedicated, easy to maintain storefront for their wholesale customers in the UK and US. The primary challenge was executing a complex data migration while activating new wholesale functionalities to ensure a scalable, ADA compliant B2B shopping experience.

Key Outcomes

Scalable B2B Foundation: Successfully launched a dedicated wholesale storefront on Shopify Plus utilizing new B2B features for the UK and US markets.
Streamlined Operations: Delivered a custom customer intake workflow integrated with Microsoft Dynamics 365 for efficient internal sales review and approval.
Unified Development: Created a unified codebase that aligns seamlessly with existing Tweezerman storefronts for easier future maintenance.

Background

Founded in 1980, Tweezerman is a global leader in the beauty and personal care industry, renowned for its premium beauty tools. Operating under Zwilling, the brand caters to both professionals and consumers worldwide. With a broad ecommerce footprint spanning multiple storefronts, Tweezerman requires a digital infrastructure that can support diverse customer types, operational complexity, and scalable growth.

Brief

LIM was tasked with delivering a comprehensive technical migration and platform integration. The scope included project discovery, technical data migration, custom theme development, ADA compliance implementation, and Microsoft Dynamics 365 integration to support a new wholesale storefront.

Goals

The project aimed to establish a highly scalable and easy-to-maintain dedicated B2B storefront. The solution also needed to integrate seamlessly with internal tools while preserving flexibility for future direct-to-consumer bulk pricing and outlet offers.

Approach

The LIM team applied a unified technical strategy that combined Shopify Plus’s native B2B capabilities with specialized custom development. By extending the platform through middleware tailored for Microsoft Dynamics 365, LIM connected key data flows, company records, catalog assignments, and ordering logic into a more efficient wholesale ecosystem. This approach aligned the technical foundation with a clear vendor approval process, creating a scalable platform for current operations and future wholesale expansion.

A Dedicated B2B Wholesale Storefront

LIM built dedicated UK and US B2B wholesale storefronts on Shopify Plus, using Shopify’s newly launched B2B functionality to support company profiles, multi-location ordering, and wholesale-specific catalog assignments. The storefronts were designed and developed with a unified codebase aligned to Tweezerman’s other Shopify properties, creating a cleaner development workflow and making the experience easier to maintain over time. This gave Tweezerman a scalable B2B foundation while preserving the flexibility to support future D2C bulk pricing or outlet-style offers.

A Smarter Customer Intake and Ordering Workflow

To streamline wholesale onboarding, LIM created a custom customer intake workflow that allows new vendors to submit company and location information for internal review. Once approved by Tweezerman’s sales team, a record is created in Microsoft Dynamics 365 and then sent to Shopify for order intake. LIM also built custom middleware to transform D365 records into Shopify company profiles with multi-location ordering and catalog assignments, helping reduce manual work and create a more connected process between sales, operations, and ecommerce.

A Unified Foundation for Future Scalability

By delivering a unified codebase that aligns perfectly with other existing Tweezerman storefronts, the brand now possesses a highly efficient development workflow. This standardized architecture not only makes ongoing maintenance significantly easier but also ensures the newly launched B2B platform can adapt and scale seamlessly alongside their core retail operations.