Burton’s previous platform had been in place for more than a decade. Although the team had deep knowledge of its infrastructure, an increasing amount of time was being absorbed by technical debt, maintenance and complex backend work.

Even relatively small projects could become extensive development exercises, limiting the team’s ability to focus on customer-facing improvements.In this interview, Burton’s Ecommerce and Digital Leader, Jamaliya Cobine, explains why the brand chose Shopify Plus, what the brand was looking for in an agency partner and why it decided to “burn the site down and start fresh”.

Cobine also discusses the impact of the new bespoke theme, a more connected technology stack and a flexible system of content modules that gives Burton’s teams greater control over the customer experience.

The project created a new global ecommerce foundation for North America, Europe and APAC. More importantly, it gave Burton a site with the heart and soul of the brand – a place where products, riders, technical innovation, style and snowboarding culture can sit side by side.