Ironclad Pan Co. makes cast iron cookware built to be handed down rather than replaced. Every pan carries a 100-year warranty – the longest product warranty in the world – which tells you most of what you need to know about how the business thinks. Craftsmanship, sustainability and durability aren't positioning for Ironclad, they're the product. The brand trades across New Zealand and Australia, with a separate route to international customers.
Ironclad wanted to stop paying twice for everything. Two Shopify stores and two Klaviyo accounts meant every price change, product update and promotional campaign was executed twice, by the same team. The commercial goal was straightforward: the same reach across Australia and New Zealand from a fraction of the operational overhead, without losing local search visibility in either market, and without flattening two distinct markets into one generic experience.
Consolidation is easy to want and hard to do safely. Two stores meant two sets of order and customer history, two search footprints with their own hard-won rankings, and two Klaviyo accounts with live flows sending to real people. Collapsing them put all three at risk at once. Klaviyo's standard architecture also assumed one account per store, so a single account serving two markets with different pricing, content and promotions wasn't a setting anyone could switch on. Australian search visibility had to survive the migration, not recover from it afterwards.
We treated this as a data project before a build project. Shopify Markets gave us one store with genuine market separation – local pricing, local content, local domains – so the market structure had to be settled before anything was migrated onto it. Klaviyo came second, rebuilt on that structure rather than ported alongside it. Search continuity was mapped in parallel and switched at cutover, because redirects written after the fact recover rankings slowly, if at all. We designed the single-account Klaviyo architecture with Klaviyo's own team rather than guessing at what it would support.
Our Unified Commerce team merged the Australian and New Zealand/global stores into a single Shopify instance running on Shopify Markets, migrating order and customer records across so trading history and repeat-purchase data stayed intact. The Customer Experience & Retention team rebuilt Klaviyo as one account serving both markets, working alongside Klaviyo directly. Market-based profile properties are captured through custom server-side and client-side tracking, so every profile knows which market it belongs to. Existing flows were migrated and localised per market using dynamic blocks, and profiles and reviews were migrated and synced with their properties intact. Search continuity was handled with mapped 301 redirects and hreflang tags across both markets. Ironclad now runs one store, one Klaviyo account and one set of updates, with local search visibility improved in both Australia and New Zealand and a second set of platform subscriptions off the books.
