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Flip Flop Shops: Multi-store pick, pack, ship and in-store pickup

Why they won

Silk Software was a finalist for the Innovation Award for Agency Innovation for their work on Flip Flop Shops.

For bringing a franchise brand up-to-date online, using content and regional merchandising, shipping & store pickup to grow sales.

Business stats

  • Founder: Brian Curin

  • Who submitted (and is quoted below): Alec Berkley, Partner

  • Year founded: 2004

  • Headquartered: Los Angeles, California

  • Ecommerce vertical: Apparel & Jewelry

  • Agency used: Silk Software

  • Website

  • Facebook

  • Twitter

  • Instagram

Business outcomes of the innovation

  • Sales growth across all franchises, both on and offline.

  • A single site and source of truth for all online sales

What they do

Flip Flop Shops is a wholly-owned subsidiary of Cherokee Global Brands. Founded in 2004, Flip Flop Shops is the authentic retail chain exclusively devoted to the hottest brands and latest styles of flip flops and casual footwear.

Its mission is to live to create innovative ways to “Free Your Toes” to promote a casual, healthy, stress-free lifestyle!

The company began franchising in 2008 and now operates shops globally throughout the United States, Canada, the Caribbean and South Africa.

In 2016, they began to look for a new ecommerce platform that could better handle high-volume orders.

The challenge behind the innovation

Flip Flop Shops came to SILK looking for a new ecommerce platform and order management system that would allow them to independently maintain high volume orders, social media and content.

Their vision was to create more than an ecommerce store through design and functionality with engaging content. The event and branding components were to stand out amongst other online shoe and lifestyle retailers.

The ecommerce platform needed to be flexible and support ongoing changes to content as well as day-to-day merchandising.

How they make it work

SILK was given the task of architecting a scalable ecommerce drop ship model for one of the largest flip flop retailers across the globe.

When an order is placed on, it is automatically routed to the appropriate manufacturer via BigCommerce’s integration with Hublogix, so the end customer has a seamless buying experience.

Customers can also locate the nearest FFS store location to them, and if they are to place an order, the system will automatically calculate the nearest store based on shipping zipcode and credit that franchise a percentage of the sale.

Final word

SILK’s experienced design team crafted a highly functional user experience while projecting a beachy vibe, creating a place for users to really “free their toes.” is the one stop shop for flip flops from all the top brands: Olukai, Cobian, Quicksilver, etc.

Since the launch of the site just a few months ago, FFS has picked up quite a bit of momentum!

Flip Flop Shops is a great example of the flexibility of BigCommerce’s Stencil platform from a design and functionality standpoint.

Tracey Wallace avatar

Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help. Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.