CASE 001
Half Price Drapes
Dynamics 365 · Platform Migration
Scaled past $70M annually
Redefine×Half Price Drapes · Full-stack engagement
A digital overhaul that propelled Half Price Drapes to $70M+.
A large-scale window-coverings retailer needed to unify its data, modernize its storefront and run its own store and 18+ marketplaces as one operation. Redefine delivered the whole transformation with one team: a Shopify V2 migration, a custom .NET multi-channel platform, Dynamics 365 Business Central (D365 BC) ERP, Power BI analytics and marketing automation.
UX & designShopify V1 → V2Custom .NET commerce18+ marketplacesDynamics 365 BC ERPPower BIKlaviyo & SEO
$70M+
▲ annual revenue scaled
Documented outcome
5 systems
▲ unified into one view
ERP · commerce · data
V1 → V2
▲ Shopify re-platform
Conversion-focused
Real-time
▲ from manual reporting
Power BI dashboards
Industry
Window coverings e-commerce
Scale
Own store + 18+ marketplaces
Outcome
$70M+ annual revenue
Engagement
Design, platform, ERP, data & marketing
Platform
Shopify V2 + custom .NET + D365 BC
Model
Fixed price · one team
Certified & partnered
- Microsoft Solutions Partner
- SAP Silver Partner
- Shopify Partner
- BigCommerce Partner
- Klaviyo Partner
- Google Partner
- Baymard Certified
Summary
Half Price Drapes is a large-scale e-commerce retailer of curtains, drapes and window coverings. Redefine Innovations led a full digital overhaul with one in-house team: migrating the storefront from Shopify V1 to V2, building a custom .NET multi-channel commerce platform that connects one catalog to 18+ marketplaces (including Wayfair, Amazon Vendor and Overstock), integrating Microsoft Dynamics 365 Business Central (D365 BC) ERP for real-time inventory, orders and customers, centralizing data in Power BI, and running lifecycle email in Klaviyo alongside SEO and Google Ads. Two custom commerce features, a fabric/panel calculator and dye-lot matching, were built directly into the platform. The result: annual revenue scaled to over $70 million.
ClientHalf Price Drapes · curtains, drapes & window coverings e-commerce
PartnerRedefine Innovations · one team, fixed-price, full code ownership
Outcome$70M+ annual revenue (documented)
PlatformShopify V2 + custom .NET multi-channel commerce
ChannelsOwn store + 18+ marketplaces (Wayfair, Amazon Vendor, Overstock…)
ERPMicrosoft Dynamics 365 Business Central (D365 BC) · real-time inventory, orders, customers
AnalyticsMicrosoft Power BI · real-time dashboards & automated reports
MarketingKlaviyo lifecycle email, SEO strategy, Google Ads
Custom buildFabric/panel calculator, dye-lot matching, API integrations & payment gateways
DisciplinesConsulting, design/UX, development, ERP, data, integrations, marketing
Note: the $70M+ revenue figure is documented; other metrics and testimonials on this page are illustrative samples pending verification.
The challenge
Half Price Drapes was already a large-scale retailer, but its growth was constrained by its systems. Customer, inventory and order data lived in separate places across multiple sales channels, so no one had a single, trustworthy view of the business, and decisions were made on reports that were out of date the moment they were produced.
Operationally, the complexity across inventory, orders and fulfillment limited efficiency: keeping stock accurate across channels was manual and error-prone. And the e-commerce platform itself, an older Shopify build, needed real optimization to lift conversions, deepen customer engagement, and scale without breaking.
They didn't need three vendors solving three slices. They needed one team to unify the data, modernize the storefront, build the custom commerce logic the product demanded, and connect it all so the business could scale on insight rather than guesswork.
Data silos
Customer, inventory and order data split across multiple systems and channels, with no single source of truth.
Reporting
Decisions ran on manual, out-of-date reports, with no real-time visibility into the business.
Operations
Inventory, orders and fulfillment complexity across channels limited efficiency and risked stock errors.
Platform
An aging storefront needed conversion, engagement and scalability work to support continued growth.
~$40K/mo
On fragmented systems, an estimated $40K a month, about $480K a year was lost to manual reconciliation, stock errors and missed conversions before the overhaul. Quantifying the status quo is what reframes the project from expense to recovery. (Sample figure · verify.)
The approach
Parallel tracks, one connected system.
Experience and engineering ran together: the storefront was designed for conversion while the platform beneath it was rebuilt for unified, real-time data and multi-channel scale.
Track 01 · Experience & design
Rebuild the storefront to convert
UX research and design guidelines drove a conversion-focused, mobile-optimized custom theme on the new Shopify V2 platform.
- Extensive UX research and audit of conversion leaks
- Design guidelines and a reusable component system
- Conversion-focused, mobile-optimized custom theme
Delivered: UX research · design guidelines · Shopify V2 theme
Track 02 · Platform, data & engineering
Rebuild what the business runs on
A custom .NET multi-channel commerce platform integrated with Dynamics 365 Business Central and surfaced through Power BI: one connected, real-time system.
- Custom multi-channel .NET commerce solution
- Dynamics 365 Business Central (D365 BC) ERP + Power BI real-time analytics
- API integrations, payment gateways, Klaviyo + SEO
Delivered: custom platform · ERP integration · BI & marketing stack
Design & UX · the storefront
A storefront engineered to convert.
UX research turned into design guidelines and a conversion-focused, mobile-first theme, built to sell window coverings, not just display them.
Design guidelines · brand identity
HALF PRICE DRAPES.
Custom Curtains & Window Treatments
H
P
D
Palette (representative · based on current storefront)
Charcoal#2D2D2D
Taupe#8B7D70
Sand#d8c8b6
Linen#EDE6DD
Ivory#F8F5F1
Type & hierarchy
Custom window treatments,
crafted for every room.
crafted for every room.
AaAaAaInter · UI
A clean and approachable typography system paired with warm neutral tones to showcase premium drapery, shades, and home décor.
halfpricedrapes.com
HALF PRICE DRAPES.
Premium custom curtains and shades for every home.
Shop Custom CurtainsLinen Curtains
Starting at $39
Roman Shades
Starting at $79
Velvet Drapes
Starting at $93
Made-to-measure, made clear
The store guides a complex, sized purchase simply: measurements, fabrics and fullness without friction.
Mobile-first
The majority of shoppers browse on phones, so the theme was designed mobile-first and conversion-tuned.
Merchandising at scale
A component system that holds up across a deep catalog of fabrics, sizes and window types.
Live design assets:View brand guidelines (Figma)
Before & after
Shopify V1 to V2, side by side.
The re-platform paired with a conversion-focused custom theme: from a dated, cluttered store to a clean, mobile-first experience built to sell made-to-measure goods.
● Before · Shopify V1
● After · Shopify V2
Platform
Shopify V1 → V2
Theme
Generic → custom, mobile-first
Data
Siloed → unified
Conversion
Baseline → +42%
Development, ERP & integrations
One connected commerce platform.
A custom multi-channel .NET commerce solution sits at the center, integrated with Dynamics 365 Business Central for inventory and orders and feeding Power BI for real-time insight. The system diagram below is an inferred reconstruction for the team to confirm.
.NETShopify Plus (V2)Dynamics 365 Business Central (D365 BC) ERPPower BIKlaviyoPayment gatewaysREST / APISEO
System architecture (inferred · verify)
What we engineered
- Custom multi-channel .NET commerce platform orchestrating orders and catalog across every sales channel.
- Multi-marketplace distribution to 18+ marketplaces (Wayfair, Amazon Vendor, Overstock and more) from one catalog.
- Dynamics 365 Business Central (D365 BC) ERP integration centralizing inventory, orders and customer records.
- Shopify V1 → V2 migration with a conversion-focused, mobile-optimized custom theme.
- Fabric calculator & dye-lot matching built into the buying flow (detailed below).
- Customized payment gateways and API integrations streamlining transactions.
- Power BI integration turning the unified data into real-time dashboards and automated reports.
Migration approach (inferred · verify)
01UX research and audit of V1 conversion and data gaps
02New Shopify V2 custom theme, mobile-first, built in parallel
03Custom .NET engine + Dynamics 365 Business Central integration stood up and tested
04Phased data migration and cutover, then Power BI + marketing
5 systems unifiedReal-time dataMulti-channel
Data flow · what moves where (inferred · verify)
Data
Flow
Frequency
Inventory levels
D365 BC ↔ .NET engine ↔ channels
Real-time
Orders
Channels → .NET engine → D365 BC → fulfillment
Real-time
Payments
Storefront → gateway → ERP
Real-time
Customer & order data
All sources → Power BI
Real-time / scheduled
Email events
Storefront → Klaviyo
Real-time
5
▲ systems unified
ERP · commerce · channels · BI · email
Real-time
▲ from manual reporting
Inventory & order visibility
Multi-channel
▲ one order pipeline
No duplicate records
Custom .NET platform · Dynamics 365 Business Central certified · full code ownership on day one
Multi-channel distribution
One catalog, 18+ marketplaces.
Half Price Drapes doesn't just sell on its own store; it sells across roughly 18 marketplaces, including Wayfair, Amazon Vendor and Overstock. Each has its own listing format, order API and fulfillment model. The custom .NET engine and Dynamics 365 Business Central hold one catalog as the single source of truth and sync listings, inventory, pricing and orders to every channel in real time. (Wayfair, Amazon Vendor and Overstock are confirmed; the wider list below is representative · verify.)
Connected marketplaces (representative · verify)
WayfairAmazon VendorOverstockAmazon SellerWalmartHouzzThe Home DepotLowe'seBayEtsyMacy'sKohl'sBed Bath & BeyondBuild.comGoogle ShoppingNeweggRakutenOnBuy+ your full list here
What the engine handles, per marketplace
- Catalog & listing feeds generated in each marketplace's required format, category map and content rules.
- Real-time inventory sync across all 18+ so the same panel is never oversold on two channels.
- Per-marketplace pricing & repricing rules and margin guards.
- Order ingestion normalized into one Dynamics 365 Business Central order book, whatever the source.
- Fulfillment routing across 1P, 3P and dropship models, with ASN/invoice back to vendor channels.
- Returns, cancellations & status reflected back to each marketplace automatically.
Fulfillment models, normalized (inferred · verify)
1PVendor / wholesale · Amazon Vendor, Wayfair, Overstock: marketplace sends POs, we fulfill, engine returns ASN + invoice.
3PSeller / marketplace · Amazon, Walmart, eBay, Etsy: we own the listing and ship; engine syncs stock + orders.
DSDropship · Home Depot, Lowe's, Build.com: order arrives, engine routes to fulfillment automatically.
One catalogOne order bookNo oversell
18+
▲ active marketplaces
one integration each
120k+
▲ live listings
SKUs × marketplaces · sample
46%
▲ of revenue
from marketplaces · sample
Dynamics 365 Business Central ERP integration
Dynamics 365 Business Central as the operational core.
The heart of the engagement: Dynamics 365 Business Central became the single system of record for inventory, orders, customers, pricing and fulfillment, kept in continuous two-way sync with every sales channel through the custom .NET engine, so the whole business ran on one set of numbers in real time, with no manual re-keying. (Architecture and sync details below are inferred · verify with the delivery team.)
Integration architecture (inferred · verify)
What Dynamics 365 Business Central governs
Inventory & warehouse
Real-time stock levels across warehouses and channels, decremented and reserved the moment an order lands.
Sales orders
Every order from web, mobile and marketplaces written to one order book, with no duplicate or orphaned records.
Customers
Unified, deduplicated customer and account records shared across the storefront, ERP and analytics.
Pricing & catalog
Product master and pricing governed centrally in D365 BC, then published to the storefront.
Fulfillment & shipping
Pick / pack / ship status flows back from the ERP to the customer and the storefront in real time.
Finance & invoicing
Orders flow straight through to finance and invoicing: order-to-cash without manual handoffs.
What the integration does
- Bidirectional, near-real-time sync between the custom .NET engine and Dynamics 365 Business Central.
- Inventory reserved and decremented in D365 BC the instant an order lands on any channel, so stock stays accurate everywhere.
- One unified order book: web, mobile and marketplace orders all written to the same D365 BC record set.
- Products, pricing and catalog mastered in D365 BC and published to the storefront, ending spreadsheet drift.
- Fulfillment, shipment and returns / RMA handled against the ERP record and reflected back to the customer.
- Order-to-cash automated: orders flow through to finance and invoicing with no manual re-entry.
How we kept the sync trustworthy (inferred · verify)
01Idempotent message handling so retries never double-count stock or orders
02Automatic retries and dead-letter handling for channel or API outages
03Scheduled reconciliation jobs comparing channel and ERP stock
04Clear system-of-record rules so conflicts resolve predictably
One source of truthReal-time stockAutomated order-to-cash
Entity sync map (inferred · verify)
Entity
System of record
Direction
Frequency
Inventory & stock
D365 BC
D365 BC ↔ channels
Real-time
Sales orders
D365 BC
Channels → D365 BC
Real-time
Customers
D365 BC
Bidirectional
Real-time
Products & pricing
D365 BC
D365 BC → storefront
On publish
Fulfillment status
D365 BC
D365 BC → storefront
Real-time
Returns / RMA
D365 BC
Bidirectional
Real-time
Invoices / finance
D365 BC
Orders → finance
Real-time
Microsoft Solutions Partner · certified Dynamics 365 Business Central delivery team
Engineering deep dive
How the system actually works.
The complexity in this build was orchestration: many systems behaving as one, in real time, without losing a sale or overselling a dye lot. The diagrams below walk the architecture, the order lifecycle, the sync mechanics and the custom logic. (All are inferred reconstructions for the delivery team to confirm.)
1 · Layered solution architecture
The two highlighted layers, the .NET application services and the integration layer, are what Redefine built; everything routes through them so the channels, ERP and analytics behave as one system.
2 · Order-to-fulfillment sequence
A single checkout touches five systems in sequence: stock reservation and dye-lot hold happen before payment, so an order can never be taken for fabric that can't ship matched.
3 · Real-time inventory sync (oversell prevention)
Because Dynamics 365 Business Central is the single stock of record and the engine rebroadcasts on every change, the same unit can't be sold twice across channels.
4 · Integration layer internals
The reliability core (queue, idempotency store, retry + dead-letter and a reconciliation scheduler) is what lets the system survive a channel or API outage without double-counting stock or losing an order.
5 · Dye-lot matching algorithm
Standard carts can't express “these four panels must come from one dye lot.” This logic runs at reservation time so a mismatched order never reaches fulfillment.
6 · Fabric & panel calculator · computation
The storefront calculator is a thin UI over this server-side computation, so quotes stay consistent with pricing and stock rules rather than living in front-end JavaScript.
Custom commerce features
The logic that makes drapery sell online.
Window coverings aren't a standard add-to-cart product: they're sized, fabric-specific and lot-sensitive. We built the commerce logic the category actually needs. (UIs below are illustrative reconstructions for the team to refine.)
Fabric & panel calculator
Shoppers enter their window dimensions and desired fullness; the tool returns the right number of panels and total fabric yardage, then prices it, removing the guesswork that kills made-to-measure conversions.
72 in
84 in
2.5× deluxe
Pinch pleat ▾
You'll need
4 panels · 18.5 yds
est. $432
Dye-lot matching
Fabric color shifts subtly between dye lots, so a multi-panel order must ship from a single lot or the customer sees mismatched curtains. The system reserves and matches stock to one lot at checkout.
Order: 4 panels · “Harbor Navy”
Lot 2241
Lot 2241
Lot 2241
Lot 2241
All 4 panels reserved from one dye lot
Lot
Available
Status
2241
26 panels
Matched
2238
9 panels
Held back
Data & analytics
One real-time view of the whole business.
Power BI was integrated with the custom platform and Dynamics 365 Business Central to centralize inventory, order and customer data into live dashboards and automated reports, replacing manual, out-of-date reporting. (Sample dashboard; figures illustrative.)
Operations & revenue · live dashboardReal-time
$70M+
Annual revenue
▲ documented
47,800
Orders / mo
▲ across channels
99.2%
Inventory accuracy
▲ vs manual
$182
Avg order value
▲ YoY
Revenue by month (illustrative)
Revenue by channel (illustrative)
Owned store
43%
Marketplaces (18+)
46%
Phone / CS
8%
Wholesale
3%
Marketing · the demand engine
Acquisition and retention, attributed.
Klaviyo was implemented and migrated for a large subscriber base, with SEO and Google Ads driving qualified traffic into the optimized store. (Channel figures illustrative · verify.)
Email & automation
32%
▲ of revenue from email
Klaviyo migration, personalized campaigns and lifecycle automations for a large subscriber base.
Organic / SEO
+140%
▲ organic visibility
SEO strategy to grow rankings and qualified traffic across a deep product catalog.
Paid search
5.8×
▲ ROAS
Google Ads driving conversions into the optimized, mobile-first storefront.
Email is where retention compounds:See the Klaviyo lifecycle flows
Email & lifecycle automation · Klaviyo
Automations that turn one purchase into many.
Migrating the list into Klaviyo was step one; the growth came from the flows. A lifecycle program now sells between campaigns: recovering abandoned checkouts, turning first-time buyers into repeat customers, and re-activating lapsed subscribers, automatically. (Flow contents and impact figures are illustrative samples to verify.)
Abandoned-cart flow · example
Started checkout · didn't buyTrigger
Wait 1 hour
✉ Still thinking it over?
Reminder with the exact cart + product imagery
⑂ Conditional split · placed order? yes → exit · no → continue
Wait 23 hours
✉ Your cart + a free swatch
Incentive: free fabric swatch to close measurement doubt
Wait 2 days
✉ Selling fast · last chance
Urgency + reviews + easy return reassurance
For a sized, considered purchase like window coverings, most revenue is left on the table at the research-and-measure stage. The flows meet shoppers exactly there: a free-swatch offer to resolve doubt, post-purchase cross-sells for hardware and care, and replenishment prompts for the next room, so a meaningful share of revenue is earned automatically from the existing audience, not bought again through ads.
Welcome series 6%
Trigger · new subscriber
Introduces the brand and drives a confident first purchase with a soft offer.
Abandoned cart 11%
Trigger · started checkout
Recovers near-misses with reminders and a free-swatch incentive.
Browse abandonment 4%
Trigger · viewed product
Re-engages shoppers researching fabrics and window types.
Post-purchase 5%
Trigger · order placed
Sets delivery expectations, cross-sells hardware & care, requests reviews.
Replenishment / next room 4%
Trigger · time since order
Prompts additional rooms and repeat orders from happy customers.
Win-back 2%
Trigger · lapsed customer
Re-activates dormant subscribers with a targeted, timely offer.
32%
▲ of revenue
earned from automated flows
+46%
▲ repeat purchase
first-time → returning
+118%
▲ list growth
larger reachable audience
9.4×
▲ revenue / recipient
flows vs one-off campaigns
Built and documented in Figma:View the full Klaviyo flows
A few of the emails
Designed and built in Klaviyo on the Half Price Drapes brand system: welcome, recovery and seasonal campaigns. (Illustrative designs.)
Half Price Drapes
Welcome: here's 10% off your first order
Welcome: here's 10% off your first order
Half Price Drapes
Still thinking it over?
Still thinking it over?
Half Price Drapes
New in: linen sheers for spring
New in: linen sheers for spring
The results
Built to scale, and it did.
The overhaul gave Half Price Drapes a scalable, insight-driven e-commerce ecosystem. The headline outcome is documented; the supporting metrics below are inferred for the team to confirm.
Reading these numbers
$70M+ annual revenue is the documented outcome from the engagement brief. The remaining figures (conversion, reporting time, inventory accuracy, channel mix) are reasoned estimates placed here as a structure; replace each with the real number from Power BI before this case study is published.
$70M+
▲ annual revenue
Scaled post-overhaul (documented)
Real-time
from manual reporting
Operational visibility
5
▲ systems unified
One source of truth
+42%
▲ conversion rate
Post V2 + theme
99.2%
▲ from ~82%
Across all channels
-90%
▼ manual reporting time
Automated in Power BI
Where the lift came from · before → after (illustrative · verify)
Site conversion rate
2.7% ← 1.9%
Email % of revenue
32% ← 11%
Inventory accuracy
99.2% ← 82%
Reporting turnaround
real-time ← days
Annual revenue · scaled to $70M+ (shape illustrative; confirm the curve)
Want numbers like these for your store?
One team unifying your platform, data and demand, scoped fixed-price before a line of code is written.
Why it was low-risk
How a re-platform this big stayed safe to say yes to.
Fixed price, scoped first
Every line scoped before work began, with no open-ended billing.
No subcontractors
One named, in-house team across design, dev, ERP and data.
You own everything
Full code, theme and accounts handed over, with no lock-in.
Phased, no big-bang cutover
Migration staged to protect live sales throughout.
Weekly demos
Working software every week, with no surprises at the end.
Microsoft & Shopify certified
Built by a certified D365 BC and Shopify partner team.
“Before Redefine, our systems didn't talk to each other. Now inventory, orders and customers live in one place and we run the business off real numbers, in real time. It changed how we make decisions.”
DR
Daniel Reyes
VP of Operations, Half Price Drapes
VP of Operations, Half Price Drapes
“The new storefront and the automation behind it moved the whole business forward. We scaled past $70M with a team that operated like part of ours, not a vendor.”
SW
Sarah Whitman
Head of Ecommerce, Half Price Drapes
Head of Ecommerce, Half Price Drapes
How it ran
A phased overhaul (sequence inferred · verify).
Phase 1
Discovery & UX research
Audit of data, platform and conversion gaps
Phase 2
Shopify V2 + theme
Conversion-focused, mobile-first rebuild
Phase 3
.NET platform + D365 BC
Custom commerce engine + ERP integration
Phase 4
Power BI + marketing
Dashboards, Klaviyo migration, SEO & Ads
Outcome
$70M+ scaled
Insight-driven, multi-channel ecosystem
Before you ask
The questions every serious buyer has.
Who actually does the work?+
A named, in-house senior team spanning design, .NET development, Dynamics 365 Business Central and data: the same people who scope your project ship it and support it. No offshore queues, no subcontractors.
Will a re-platform disrupt live sales?+
No. We migrate in phases with parallel environments and a staged cutover, so the existing store keeps selling until the new one is proven. (Confirm the exact migration plan used for HPD.)
Can you integrate our existing ERP and systems?+
Yes: this engagement centered on it: a custom .NET layer unifying Shopify, Dynamics 365 Business Central, payment gateways, Klaviyo and Power BI into one real-time data model, with no middleware to buy.
Do you build custom features, or just configure platforms?+
Both. For Half Price Drapes we built category-specific logic, a fabric/panel calculator and dye-lot matching, directly into the commerce platform.
How is it priced?+
Fixed price, scoped line by line before work begins, with a licensing audit included. Most clients recover 15 to 30% of unused software spend in the process.
Do we own the platform and code?+
Yes: full code, theme and account ownership from day one. No lock-in.
Not ready to talk?
See where your own store and systems are leaking revenue.
Take the 5-minute Commerce Complexity Audit and get a scored breakdown of where platform, data, operations and demand are costing you, no call required.
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Running a complex store on systems that can't keep up?
That's exactly the work we're built for: one accountable team unifying your data, platform and demand. Submit a brief and get a line-by-line proposal in 3 days.
No commitment. A line-by-line proposal in 3 business days, and we'll tell you straight if we're not the right fit.
★★★★★4.9 on Clutch500+ projects shipped21 years100% fixed-price
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