Sole By Style

Overview

I founded, built, and operated Sole By Style, a Shopify-based retailer of high-end sneakers and luxury streetwear with an e-commerce storefront and a retail location in Covington, KY. I owned the full stack: storefront, POS, inventory, consignment operations, marketing, and analytics.

The problem

Resale inventory is one-of-one. Every pair is its own SKU with its own size, condition, and price, and much of it belonged to consignors, not the store. If an item sold in-store and the site didn't update, it could sell twice. Consignors needed accurate, timely payouts on items they never stopped owning.

What I built

• →Unified commerce: online and in-store sales ran on one shared Shopify inventory. A sale on either channel updated stock everywhere, with no double-sells.
• →Retail POS: integrated in-store checkout tied directly to the online catalog, customer records, and order history.
• →Consignment system: consignor intake, per-item tracking, commission splits, and payouts, with consigned inventory going live online and in-store simultaneously. Scaled to ~250 consignors.
• →Storefront: theme development built for one-of-one product: size and condition variants, authenticity messaging, and drop-style launches.
• →Retention: a ~17,500-subscriber buyer list with automated flows (welcome, abandoned cart, back-in-stock, post-purchase) and launch campaigns. AOV $220–310.
• →Acquisition: SEO, paid media, product photography, and merchandising.
• →Operations: staffing and payroll across KY and OH, vendor management, and fulfillment.

Results

Email subscribers

~17,500Email subscribers

Consignors

~250Consignors

Average order value

$220–310Average order value

Stack

• Shopify
• Shopify POS
• Liquid
• GA4
• Email automation
• Paid media