Established in 1877 as a shoe polish company in New York, the Shinola brand was later immortalized by the popular World War II phrase: “You don’t know shit from Shinola.” Then, in 2011, the company was re-imagined as a maker of modern watches, bicycles, journals, jewelry, leather goods, and turntables of the highest quality. The company also had a sincere interest in — and devotion to — creating American jobs in industries where manufacturing had left its shores. Since its inception, Shinola has manufactured 624,775 watches, sewn 275,000 leather watch straps, and created over 600 jobs including 201 meaningful manufacturing jobs.
By opening a factory in Detroit, the brand became synonymous with the rebirth of the ‘Rust Belt’. The story of Shinola and its products, wrote Forbes, “may be a blueprint for how to save elements of American industry.” Shinola needed a mobile friendly e-commerce solution to match their brave ambitions.
“We made 2,500 units of our original watches,” recalls Ryan Shaltry, a Senior Technical Architect and Developer at Shinola. “We sold those watches in eight days. Launching our site on Adobe Commerce was crucial to making those sales.” Just like Shinola’s timepieces, which are assembled by hand at their Detroit factory, Shinola wanted the power to totally customize their web store, and most importantly, grow their business.