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Panhandle Western Wear Turns to Magento for a Site as Strong as Their Products

Case Studies


Panhandle approached Magento and Creatuity as one of the largest B2B western apparel brands, but they came from humble beginnings. Founded in 1930’s Germany by brothers Ernest & Martin, the business immigrated with them to New York. That’s where they learned the fashion business. In the 1940’s, the brothers moved to Minneapolis and saw a need for sturdy work shirts for local farmers and loggers. This is when they began production of well-made casual work apparel and when they introduced their first Western shirt, The Gambler.

Panhandle in the 50’s – 70’s
Panhandle in the 50’s – 70’s
Urban Cowboy – Credit Paramount Pictures, 1980
Urban Cowboy – Credit Paramount Pictures, 1980
Case Studies

The Challenge

Panhandle maintained their status as a successful fashion brand selling exclusively via B2B.  However, they were feeling the pressure from retailers, including store brands. Their larger B2B customers were leveraging terms and looking for an easier purchasing experience.  Management sought an opportunity to expand from B2B-only by adding B2C ecommerce. The key objective would be identifying a single platform that could provide a compelling B2B and B2C experience. Features and functionality were the highest priority, including ease of maintenance via a rich admin interface.  They also knew they needed an experienced e-commerce partner to deliver a successful outcome.


The Results

The team at Creatuity started development on Magento Enterprise 2.0, but the platform was upgraded to 2.1 prior to launch.  The implementation included a wealth of custom features and extensions for deep integration of endorsee content throughout the site, a store locator feature, and advanced shopping cart functionality. Panhandle opted for TaxJar and dotmailer integrations, as well as tracking & measuring analytics with Magento Business Intelligence. Design & development was completed in around 1,000 hours in about 4 months.  Newsletter subscriptions are up 159% and climbing after utilizing dotmailer’s sign-up tools. Users who click through via email are converting 644% higher than the site average.

Panhandle Western Wear Conquers B2B & B2C with Magento & Creatuity 1

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