Bujairami, re-platform, integrate, and unify a hybrid B2C+B2B brand.
Bujairami is an Australian perfume and fragrance house that sells two ways. There is a consumer storefront, and there is a B2B wholesale arm with a logged-in retailer portal, tiered pricing, ABN gating and account credit.
Bujairami: one Shopify build for a consumer store and a wholesale arm.
When they came to us in mid-2025 the storefront ran on WooCommerce, the wholesale logic ran through plugins, and the back office was not synced to either. Product launches, retailer onboarding and inventory changes each had to be handled in more than one system.
The programme ran in four phases. Discovery and architecture produced a current-state audit, a target-state design, the data model, B2C and B2B segment definitions and a migration risk register. The storefront then moved from WooCommerce to Shopify, with catalogue migration holding SKU integrity, a redirect map, Klaviyo flows re-implemented and Meta and Google instrumentation rebuilt through CAPI and GTM. Phase three put the wholesale arm onto Shopify B2B company accounts, so tiered pricing by retailer group, ABN verification, customer-specific catalogues and NET-30 credit run on the same backend as the consumer store. Phase four made MYOB Acumatica the system of record for SKUs, inventory and order status, syncing both ways with the storefront. We ran the integration spec, vendor coordination and acceptance testing.
Google Ads, Meta paid social, SEO, development work and managed hosting run alongside the build, covering both arms. A custom Shopify loyalty app was built in-house.
Conversions rose 189% year on year, from 8,951 to 25,871.
Two demand engines running on three disconnected systems.
Bujairami runs both a B2C retail storefront and a B2B wholesale arm, a logged-in retailer portal, tiered pricing, ABN gating, account credit. When they came to us in mid-2025 the front-end was on WooCommerce, the wholesale logic ran through plugins, and the back office and storefront were not synced.
Product launches, retailer onboarding and inventory changes each had to be handled in more than one system. The team was spending more time reconciling than selling.
Shopify re-platform with MYOB Acumatica as the source of truth.
A staged programme covering: (1) Phase 1 Discovery & Architecture; (2) WooCommerce → Shopify front-end migration; (3) Shopify B2B / company accounts for the wholesale layer; (4) MYOB Acumatica ↔ Shopify integration so the ERP becomes the source of truth for SKUs, inventory, and order status.
Running in parallel: Google Ads (SEM) management, Meta paid social, SEO programme, and ULTRA+ hosting plan. Paid media and SEO start delivering acquisition while the platform work happens underneath.
What the programme shipped.
Discovery covering current-state audit, target-state architecture (Shopify integrated with MYOB Acumatica), data model design, B2C/B2B segment definitions, and migration risk register.
WooCommerce → Shopify
Theme build, product catalogue migration with SKU integrity, redirect map (SEO preservation), Klaviyo flow re-implementation, Meta + Google CAPI / GTM re-instrumentation. Block hours pool covered the long tail.
Shopify B2B / company accounts
Logged-in retailer storefront, tiered pricing by retailer group, ABN-verification gating, customer-specific catalogues, NET-30 account credit. The wholesale arm now runs on the same Shopify backend, not on a separate stack.
ERP and storefront in sync
MYOB Acumatica becomes the system of record for SKUs, inventory and order status. Orders flow from Shopify into the ERP and inventory updates flow back to Shopify, in near real time. We ran the integration spec, vendor coordination, and acceptance testing.
Five monthly retainer lines covering acquisition for both arms.
Google Ads
Keyword research, custom audiences, campaign and account setup, conversion tracking + pixel implementation. Monthly management. Brand defence, competitor terms, Performance Max for catalogue.
Meta paid social
Audience research, custom audience creation, Facebook + Instagram campaign and account setup. Conversion-event optimisation. CAPI server-side. Disciplined creative testing for a fashion brand.
Search Engine Optimisation
Keyword research, content recommendations, technical audit and optimisation, link-building strategy and execution. The compounding line that survived the re-platform via the redirect map.
Block Hours
Development block hours for ad-hoc Shopify customisation, theme tweaks, app installs, and the long tail of post-migration polish.
ULTRA+ Plan
Annual hosting and maintenance with 121 Group as first-line support, Shopify infrastructure managed, plus the legacy WooCommerce instance still running for legacy URL handling and back-office tools.
First-line support, included
When something breaks, Shopify, WooCommerce remnants, or the ERP integration, 121 Group is the first call. Included in the hosting line, not invoiced as extras.
Wholesale portal and consumer storefront on one Shopify build
Continuous engagement and counting
Custom Shopify loyalty app shipped in-house
Bujairami, the fragrance house we run both arms for.
What did 121 Group do for Bujairami?
121 Group ran SEO, Google Ads and paid social for Bujairami. The site runs on Shopify.
What industry is this fashion and beauty case study in?
Bujairami operates in fashion and beauty. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach fashion and beauty marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Hybrid B2C+B2B. Re-platform candidate. ERP that needs unifying.
If you're running a hybrid Australian brand with both B2C and wholesale arms, and the platform stack underneath is fighting you instead of helping, this is the engagement shape we'd quote. Discovery first, migration second, marketing engine running through the whole thing.