How a Shopify 2.0 Relaunch Modernized a 125-year-old Icon
Behind the Brand
For over a century, Bag Balm has been a trusted salve — born in Vermont barns and now found in homes nationwide. As the brand’s legacy continued to grow, its digital experience needed to evolve to meet modern expectations. Bear partnered with Bag Balm to bring its heritage online while fueling the next phase of growth.
Modern Growth for a Legacy Brand
Unlocking Growth with a Flexible Foundation
Bag Balm’s previous site was built on Shopify 1.0 — a solid foundation for its time, but ready for an upgrade. The brand wanted more flexibility to launch products quickly, tell richer stories, and support continued growth.
Opportunities for Improvement:
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Structured but less flexible — Product pages and templates provided consistency but offered limited space for storytelling and merchandising.
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Update-dependent — New content blocks and landing pages often required additional development support.
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Limited campaign options — Running exclusive drops, collaborations, or rich brand campaigns was challenging within the existing framework.
Bag Balm was ready to scale ecommerce into a core growth channel, and moving to Shopify 2.0 provided the modern flexibility to make that possible.
A Brand Story Steeped in Heritage
The Goal: Migrate Bag Balm from 1.0 to 2.0 sections everywhere and give the team a platform that could support the delivery or product and content for brand story.
Measurable Growth
Conversion rate
Gross sales
Orders fullfiled
Returning customers
Channel Performance Told the Same Story
Strong foundations fueled channel growth — and the results spoke for themselves.
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TikTok referrals surged +1,747%.
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Pinterest traffic grew +217%.
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Facebook drove +105% more sales.
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Campaigns like the 125th Anniversary Gold Tin and tinted lip balm launches consistently topped sales charts.
The redesign didn’t just refresh Bag Balm’s look — it changed how the brand could operate online.
Shopify 2.0 flexibility — A scalable foundation for campaigns, content, and merchandising.
Conversion-first UX — Optimized pages, navigation, and checkout smoothed the path to purchase.
Tools that drive value — Rebuy recommendations boosted cart size; back-in-stock alerts turned demand into sales.
Retail story, powered by ecommerce — Strong online results gave Bag Balm proof points to expand distribution.
Looking Ahead
With a modern foundation in place, Bag Balm is set to keep building momentum.
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New product drops: Seasonal tins and lip balm expansions continue to excite customers.
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Campaign storytelling: Dedicated landing pages offer room for deeper brand and product narratives.
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Continuous optimization: ADA compliance and creative refinement ensure the site evolves alongside customer expectations.
A Modern Storefront, Built to Grow
Bag Balm’s Shopify 2.0 migration proved that the right platform and UX can unlock growth, streamline operations, and elevate the customer experience. With a flexible, scalable foundation now in place, the brand is ready for what’s next.
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Ready to modernize your ecommerce experience? Let’s make something beautiful and built to last.