PromGirl: Running Two Formal Wear Stores and a Vendor Network on Shopify

The Challenge

PromGirl sells prom, homecoming and special occasion dresses online, alongside its sister store SimplyDresses. Its custom platform was hard to maintain. The catalog was huge, much of it shipped by outside vendors, and organic search drives the business, so the move to Shopify could not cost rankings.

The Migration

We moved a 10,000+ SKU catalog to Shopify in eight weeks:

• Custom data transformation scripts for the product import
• Variant and inventory mapping
• A redesigned category and collection structure
• A full URL audit and redirect map to keep organic rankings
• Metadata migration and structured data

What We Run Today

The migration was the start. We now run both stores alongside PromGirl’s merchandising and operations team.

A catalog at real scale

• 19,000+ active products on PromGirl, with some colors running past 12,000 variants
• Five native filter fields (length, color, details, event and silhouette) generated from the catalog’s tags and kept in sync every night across every active product
• A full set of store backups taken every night to locked, tamper-proof storage, so a bad bulk edit can always be undone

A vendor network built on Shopify

Much of PromGirl’s range ships straight from its vendors. We build and run the custom Shopify app behind that:

• Vendors connect their own Shopify store, and dropship orders forward to them automatically, for both PromGirl and SimplyDresses
• Each sale is routed to the right stock: PromGirl’s warehouse, an open purchase order, or the vendor
• A size chart manager holds every vendor’s charts in one place
• Scheduled middleware has kept product tags, variant data and inventory rules in step since 2023

Search

• More than 36,000 search queries rank in Google’s top 50 today, over 30,000 of them on page one
• SimplyDresses adds more than 9,000 queries in the top 50 of its own

Privacy and accessibility

• California privacy consent built on Shopify’s Customer Privacy API and live on both stores within 24 hours of the request
• An accessibility statement and contrast fixes on SimplyDresses, re-checked against the live theme

The Results

• 10,000+ SKUs moved to Shopify in 8 weeks
• 19,000+ active products running on Shopify today
• 36,000+ search queries in Google’s top 50, over 30,000 on page one (October 2026)
• Two stores, one vendor network, run by the same partner