Between The Lines Clothing, LGBT Shopify website

    • Content, Logo, Maintenance, Print, SEO, Website
    • Maidstone / West Footscray, Melbourne, Victoria
    • Between The Lines Clothing


Between The Lines Clothing, a brand dedicated to designing and supplying high-quality, original gear for the LGBT+ community, is the brainchild of our Director. The brand initially started its online journey with a WordPress website but later transitioned to Shopify to better serve its growing customer base.

The Initial Phase: WordPress Build

  1. Platform Choice: The first website was built on WordPress, a versatile platform suitable for a wide range of websites.
  2. Features: The initial build included basic e-commerce functionalities to get the brand off the ground.

The Transition: Migrating to Shopify

Recognising the limitations of WordPress for a rapidly scaling e-commerce business, Between The Lines Clothing decided to migrate to Shopify.

Our Approach

  1. Migration and Rebuild: We seamlessly transitioned the website from WordPress to Shopify, ensuring zero downtime and retaining all essential data.
  2. Third-Party Integrations: The new Shopify site was integrated with third-party dropshipping services and Print on Demand (POD) suppliers to streamline the product supply chain.
  3. Online Ordering System: A robust online ordering system was implemented to enhance the user experience and simplify the purchasing process.
  4. Mailchimp Integration: To bolster marketing efforts, we integrated the site with Mailchimp, enabling effective email marketing campaigns.


The migration to Shopify has equipped Between The Lines Clothing with a more robust, scalable platform that aligns with its business goals. The new website not only enhances the shopping experience for customers but also simplifies backend management for the team.

Features at a Glance

  • Third-party dropshipping integration
  • POD supplier integration
  • Streamlined online ordering system
  • Mailchimp for targeted email marketing


Between The Lines Clothing’s transition from WordPress to Shopify was a strategic move that has paid off in multiple ways, from improved user experience to more efficient backend management. The brand is now well-positioned to continue its growth, serving the LGBT+ community with high-quality, original products.

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