ROC Boots has been shaping Australian street footwear culture since 1990. From the platform boots of the '90s to a modern range spanning two very different audiences: ROC Street targets fashion-forward youth, ROC School serves parents buying school shoes.
Serving both markets from a single platform without alienating either was the core challenge. They needed two distinct brand experiences sharing one backend for inventory and content management, and a single unified checkout.
We built a dual-brand experience within a single Shopify store. Two visually distinct frontends sharing one backend for inventory, content, and checkout.
ROC Street gets the energy and edge its audience expects. ROC School gets the clarity and trust that parents need. Product discovery, navigation, and visual language are tailored per brand, but the operational simplicity of a single store is preserved behind the scenes.
The architecture means ROC can manage inventory, process orders, and run promotions from one dashboard, halving the operational overhead of running two separate stores.
ROC now operates two brand experiences from a single platform. Youth fashion and school footwear run through one inventory system, one checkout, and one content dashboard. The ops team manages one store instead of two.
Dual-brand architecture - two distinct experiences from a single Shopify store
Unified backend - one inventory, one checkout, one content management system
Audience-specific UX - tailored navigation and visual language per brand
Operational simplicity - halved the overhead of managing two separate stores
