Orchard Milecontract · in-house team
250 brands, one storefront
- UX/UI
- Front-End
- Editorial
- Growth Design
Starting point
Launched in New York in 2015 by a former Bergdorf Goodman executive, Orchard Mile brought designer fashion, beauty and home from independent boutiques and major retailers into one shop-by-brand storefront. It grew from 30 brands at launch to 120 in under two years — and its founders named the risk themselves: choice paralysis. By the time I joined, the catalogue had scaled to 250+ brands and ~80,000 SKUs, sourced from stores with inconsistent data.
The work
Five years designing and building the pages that sold the catalogue: landings, editorial stories, influencer pages and e-commerce pages, which I implemented in Angular alongside the front-end team. I took seasonal campaigns — Black Friday, Father's Day and every drop in between — from brief to live page, along with content for on-site modals, email campaigns in Klaviyo and marketing pieces, with A/B testing in AB Tasty. I also worked with the back-end team on the scrapers that pulled product data from each brand's store.
Outcome
A steady pipeline of campaign and editorial pages that kept 250+ brands visible across a constantly changing catalogue, lifecycle campaigns across a 200K+ subscriber base — and the groundwork for what became The Mile.