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CASE STUDY

Rose St Trading Co

Omnichannel Lifestyle Retail | Melbourne, VIC
Omnichannel. Retail. Online.

Online revenue now consistently outperforms in-store sales

www.rosesttradingco.com.au

The Brief

Rose St Trading Co approached us over a decade ago with a goal: streamline their systems and establish a digital presence that could match and eventually surpass their physical stores.

At the time, they were managing seven bricks-and-mortar locations with a disconnected POS and no online sales capability. We were engaged to unify inventory, launch a high-performing online store, and lay the groundwork for digital-first retail.

Strategy + Solutions:

We began by migrating their POS from TOWER to Lightspeed, integrating real-time inventory and building a Shopify store that captured the in-store brand experience.

As the business evolved, so did our role – we eventually transitioned them to a full Shopify ecosystem, including Shopify POS, creating a unified, seamless backend.

We continue to partner with the founder and team on digital strategy, hands-on training, and ongoing guidance across ads, email, upsell journeys, and conversion tools.

From platform know-how to SOPs and smart automation, we help RSTC run a modern ecommerce operation — without the noise or overwhelm.

Front Of House

  • Custom Shopify theme built to match the brand
  • Easy tools for promos, drops, and campaigns
  • Synced inventory across all sales channels
  • Optimised upsells and cross-sells
  • Custom apps configured for growth and flow

Back Of House

  • Digital strategy and ongoing advisory
  • Ongoing Staff training and SOPs
  • Email marketing automation and optimisation
  • Conversion optimisaton
  • Overall customer experience strategy

A Long Term Strategic Partnership

Beyond the tech, we introduced loyalty programs, return portals, customer service workflows, and marketing automation.

We built staff training systems and continue to act as an embedded strategic partner, regularly exploring new opportunities, optimising operations, and helping the team stay best-in-class.

Outcomes & Results

7 > 1

Store Optimisation

10+

Years Partnership

100%

Shopify Ecosystem

24/7

Digital Revenue 

Deep Roots & Trust

What Makes It Work

This wasn’t just about launching a store, it was about building digital infrastructure that could evolve with the business.

Over 10 years, we’ve become a trusted strategic partner, guiding Rose St through platform shifts, retail trends, and transformative growth.

The long-term partnership approach allowed us to adapt and evolve with their changing needs, ensuring their digital presence could scale from multiple physical locations to a streamlined, high-performing omnichannel operation.

Q&A With Our Client, Cate Boots from Rose St Trading Co

We had an old Wix website originally, but we knew the online was going to be an area we wanted to focus on and grow and that old website definitely wouldn’t have enabled us to do that, it was really clunky to use and had no reporting functions.

I came across Sam from Firestone Digital after I noticed and liked a site she’d done. We’ve now been working with Sam for nearly 10 years!

As we keep growing we keep updating the website all the time, and it’s just getting better and better.

Oh it was super easy, very streamlined.

Sam and her team made sure we both had clear objectives, so it was clear what we had to do and what she had to do.

They managed the process and made sure they always had what they needed. It just worked really seamlessly and made it really easy for us!

We met in person initially and Sam went through an intensive process to make sure she had a good understanding of our products, our brand and our aesthetic.

After that, she went away and put a proposal together so we had a clear idea of what to expect. Then she built the website and we spent some time fine-tuning it. Over the years,  we’ve formed such a good working relationship.  Sam and her team are really integral to our business growth.

It felt really holistic. Sam looked at everything – she was clearly focused on the aesthetic of the site but also the functionality and how it converts.

It gives me confidence to invest in marketing and plan for the future knowing that our website looks great, the functionality is seamless, it’s reliable, and it converts!

Plus, more than just focusing on the website, Sam has really helped me think about our strategy and our plans going forward.

This has made me really conscious of spending time working on the business not just in the business. 

It’s been absolutely game-changing for the business.

The turnover we have developed through the website is better than we’d do in a bricks and mortar store. And it’s a growing channel, it’s really set up a strong foundation that we can build on to grow our business.

Especially in the post covid world we’re in, everyone is more comfortable shopping online - in fact it is the preferred way to shop!

Our website gives us the ability to sell to customers on a larger scale and has really changed how we buy and how we sell.

It has been more than a lifeline with the massive shift in day to day retail trading.

When COVID hit, the systems were already in place. We helped Rose St pivot quickly, ramp up digital, and emerge stronger, proof that smart foundations create resilience.

Today, they’re thriving in a hybrid model, with digital as the beating heart of the business.