Fellers is a leading wholesale supplier of vinyl wrap film, tools, and supplies for professional installers, with roughly half of its business flowing through its website. After an ecommerce replatform stalled mid-flight, Fellers brought in Classy Llama to rescue the project. Four months later, the new Fellers.com launched on Shopify B2B – on the timeline the client’s CEO had originally hoped for.
Fellers began its Shopify build in 2024 with another agency, but the project unraveled. The storefront couldn’t safely connect to the company’s aging AS400 mainframe ERP, forcing Fellers to pause development and migrate to NetSuite first. During that pivot, the original agency lost its technical team, leaving no one who knew the project. In the CEO’s words, “it was a disaster before Classy got involved.”
The stakes were high: with 50% of revenue running through the site, a botched launch could shut the business down. The rebuild demanded complex B2B price catalogs, a bi-directional NetSuite integration, an SEO migration to protect years of search equity, and a UI built for professional installers – all under an aggressive launch deadline.
Classy Llama started with rigorous discovery, mapping the true state of the inherited build and identifying the major risks before committing to a plan. Rather than starting over, the team validated what could be kept, took ownership of the critical gaps, and coordinated a multi-vendor effort – working alongside Fellers’ internal IT team, its ERP integrator, and a contractor from the previous build.
Over four months, a cross-functional team of 21 logged over 1,000 hours completing the Shopify B2B storefront, standing up complex B2B pricing, guiding UAT and data readiness, and executing the SEO migration.
Fellers.com went live on June 30, 2026 – a rescued store, launched on target. Customer feedback was immediate and positive, and Fellers moved straight into an ongoing support and growth engagement with Classy Llama.
Tombow USA has partnered with Classy Llama on ecommerce since December 2018, and in late 2025 they chose to replatform from Magento to Shopify to better support D2C sales and a growing B2B business. The project kicked off on October 24, 2025 and launched on February 3, 2026 – just over 90 days – with clear goals: lower total cost of ownership, faster marketing execution, and a stronger accessibility foundation.
The main challenge was that Magento’s ongoing maintenance, patching, upgrades, and extension complexity were creating increasing overhead and a heavier dependency on developers for day-to-day updates. With Magento timelines and end-of-life considerations approaching, Tombow and Classy Llama weighed whether to reinvest in another upgrade cycle or modernize to a simpler, more sustainable platform that would give marketers and admins more control while meeting compliance needs.
Classy Llama executed a fast, low-risk “lift-and-shift” to Shopify using Dawn as a customized base theme to preserve brand continuity while improving maintainability and accessibility. The build included:
Their estimated annual support cost reduction on Shopify is 40-65%. While all post-launch metrics are still being collected, the outcome is an easier-to-run, more agile ecommerce foundation that reduces operational burden and better positions Tombow to scale – backed by positive client feedback on the team’s expertise and execution.
Shopify combines simplicity with power, offering a flexible, all-in-one solution that adapts to your business. With built-in tools for secure payments, mobile optimization, and seamless integrations, Shopify is designed to scale with your needs. And with thousands of apps to customize your store, it’s the perfect platform for businesses of all sizes to thrive.
Whether you're looking to build a new Shopify store, revamp your existing ecommerce site, or need ongoing maintenance and support, our team is here to help.