Townies
Town-Pride Apparel · Massachusetts
- Brands, One Engine
- 2Townies + Good Kicks — shared cart, checkout, and admin
- Town Collections
- 3South Shore · Boston · North Shore, built to grow town by town
- Back Office
- 1Universal admin with a brand switcher — every order, one inbox
The Problem
One storefront, two brands — without building everything twice.
Townies started with a simple idea: the town is the hero. Milton, Quincy, Weymouth — real Massachusetts towns, made into apparel people actually want to wear. But Townies wasn't starting alone: its sister sneaker line, Good Kicks, already existed with its own look and its own customers. Launching a second standalone store meant doubling everything — two codebases, two carts, two admins — and letting the brands drift apart.
Our Approach
We built one commerce engine that wears two uniforms. Townies is the flagship — cream-and-varsity town pride, collections organized by region, from the South Shore out — while Good Kicks lives at its own address inside the same platform with its own colors, type, and product line. One cart, one checkout, one product system underneath; the brand skin switches at the door. The same trick powers the back office: a universal admin with a brand switcher, so orders from both lines land in one place, branded correctly, managed once.
What We Built
- Town-pride e-commerce storefront with regional collections
- Sister-brand storefront (Good Kicks) in the same codebase — own look, shared engine
- One shared cart, product system, and checkout across both brands
- Universal admin with brand switcher — branded orders in one inbox
- Ambassador program page and signup flow
- Structured-data SEO: products, breadcrumbs, and local business schema
- Google Business Profile setup for the retail presence
- Blog and content foundation for town-by-town storytelling
- Client
- Townies
- Location
- Massachusetts
- Services
- Brand & E-Commerce Development, Two-Brand Architecture, SEO, Ongoing Partnership
- Stack
- Next.js, React, TypeScript, Tailwind CSS, Supabase, Stripe, Vercel
The Result
Two brands shipped for the price of one build.
Townies launched with a storefront that feels like walking down Main Street — and Good Kicks came along without a second codebase to maintain. New towns are a content drop, not a rebuild; a future third brand is a theme file, not a project. That's the difference between building a store and building the engine.
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