1. Situation

Modern Fold is the first direct-to-consumer brand from Spruce, a vertically integrated apparel manufacturer. The company makes the product — but had no DTC operation behind it: no storefront, no marketplace presence, and no system to run a catalog across channels.

The task wasn't to fix an underperforming channel. It was to launch a brand from zero — direct and on marketplaces — on infrastructure that could scale from a first drop to a full line without being rebuilt later.

2. Diagnosis

Launching omnichannel from scratch isn't three storefronts built side by side. It's a system-of-record problem.

If product data, inventory, and orders don't flow from one source, every channel drifts: listings fall out of sync, inventory oversells, and reconciliation becomes a daily fire. The thing to get right first isn't any single channel — it's establishing one clean source of truth that Target Plus and Amazon 3P can run off of. Get the system of record right and each new channel is additive. Get it wrong and every channel you add multiplies the mess.

3. Build

Built the operation spine-first, so the channels plug into one clean source:

System of record. Stood up Shopify as the single source of truth for product data, catalog, and inventory — the spine the whole operation runs on.

Catalog architecture. Built the catalog from the ground up — 9 styles, 80+ SKU variants — with EAN mapping so every variant is correctly identified everywhere it sells.

Marketplace expansion. Launched the same catalog onto Target Plus and Amazon 3P off the Shopify system of record, so all three channels share one source rather than drifting apart.

Operational stack. Integrated order management (GoFlow), 3PL fulfillment (Komar), retention (Klaviyo), and analytics (GA4) into one working pipeline — the back end that has to run cleanly for a launch to hold.