The Challenge
Attaquer is a premium cycling apparel brand selling to customers in Australia, the US, and Europe. Running three separate storefronts was operationally brutal - every product update, price change, and campaign had to be replicated across regions. Discount logic was inconsistent. Inventory was siloed. The team was spending more time on store admin than on growing the brand.
They needed a unified approach that could handle regional pricing, localised shipping, and complex promotional logic without tripling the workload.
The Approach
Artie mapped the operational pain first. What was being duplicated? Where were the inconsistencies? What was the actual cost - in hours, in errors, in missed promotions - of running three separate stores?
The diagnosis pointed to Shopify Plus as the right platform, but the real value was in how the stores would be connected. Rather than three independent stores with manual sync, the approach was to build shared logic that could be maintained once and deployed across regions.
The discount system was the most complex piece. Attaquer ran frequent promotions with layered rules: spend-based discounts, product-specific offers, VIP pricing, and bundle deals. Each region had its own pricing and promotional calendar. Managing this manually across three stores was a constant source of errors and customer complaints.
The Solution
A multi-region Shopify Plus setup with centralised discount automation:
- Shared theme architecture - one theme codebase deployed across three regional stores, with region-specific variables for currency, language, and shipping
- Automated discount logic - Shopify Scripts API used to apply complex promotional rules automatically at checkout, eliminating manual discount code management
- Regional pricing - automated currency conversion with manual override capability for market-specific pricing strategies
- Inventory visibility - cross-region stock awareness so customers could see availability regardless of which store they landed on
- Campaign sync - promotional banners and sale mechanics maintained centrally and pushed to all regions
The Scripts API implementation replaced what had been dozens of manual discount codes with programmatic rules that couldn’t be stacked incorrectly or applied to the wrong products.
The Result
The unified approach cut store administration time dramatically. Promotional campaigns that used to take a full day to deploy across three stores now go live in minutes. Discount errors dropped to near zero, and the team could focus on what they do best - designing world-class cycling kit.