BRUNT Scales Fast With A Digital Storefront Built by Anatta

“Technology was something we worried about before partnering with Anatta. It was the right move to work with them because they’re enabling us to scale.”

Dave Chernow

Co-founder, BRUNT

Impact

85% YoY Growth at $2.5M a Day

BRUNT achieved 85% year-over-year growth and a $2.5M single-day sales volume without a drop in site performance.

Mobile Conversion Up 40.7%

Within eleven days of launching PLP changes, conversions rose 20%. In under two quarters, mobile conversions rose 40.7%.

A Pre-Emptive Re-Theme, Paid Off on Day One

Moving to Shopify Horizon ahead of the ceiling boosted site performance by 20 points on Google Lighthouse.

The Challenge

BRUNT Was Launching To the Moon. The Storefront Couldn’t Keep Up.

BRUNT Workwear got big fast. Launched in late 2020, BRUNT began with three employees and a mission to build a modern brand for the trades. Within its first year, BRUNT went viral. Soon after, the disruptor brand found itself running one of the fastest-growing DTC apparel operations.

BRUNT had built on Shopify from day one. The problem was everything layered on top of it that buckled under pressure. By early 2022, the implementation was showing the strain:

Peak events carried real revenue risk. BRUNT’s growth engine ran on limited-edition drops and high-volume sales moments. Coordinated campaigns, precise inventory, and intense traffic spikes were all part of the equation.
The roadmap demanded launch velocity the site couldn’t sustain. New products and categories were queuing up faster than the storefront could reliably absorb them.
Customers were hitting friction. On mobile, where BRUNT’s audience of trade workers shopped, degraded performance became a leaky funnel.
Startup-speed code had become scale-stage debt. The codebase needed cleanup before it could be built upon; every new feature was landing on an unstable foundation.

BRUNT needed a partner who could stabilize the foundation without slowing the rocket, and then turn the storefront into an asset that compounded with the brand instead of dragging behind it. In early 2022, BRUNT partnered with Anatta.

The Solution

Stabilize. Optimize. Scale. Then Rebuild Before the Ceiling.

First, Make the Foundation Trustworthy

Anatta's team documented BRUNT's full customer journey, ran heuristic analysis across the experience, fixed broken functionality, and cleaned up the codebase. These fundamentals paid back fast: product-listing-page improvements alone lifted conversion 20% within eleven days of launch.

My relationship with past vendors is that they usually require a lot of management and hand-holding. With Anatta, they lead the charge and don’t require much beyond regular interface. Don’t need management — just partnership.

Dave Chernow

Co-founder, BRUNT

Then, Turn Optimization Into an Engine

With the foundation stable, Anatta stood up a continuous experimentation program. The experiments targeted the highest-leverage surfaces first, like mobile, where BRUNT’s traffic was compounding. In under two quarters, mobile conversion rose 40.7%, while mobile sessions and product views grew 266%. A complete site redesign followed.

Build for the Way BRUNT Actually Sells

BRUNT's commercial engine runs on moments: limited-edition drops, coordinated launches, peak-season events. Anatta engineered the storefront for exactly that shape of demand, integrating real-time inventory tracking, email, SMS, and promotional tooling; automating communications around launches; and performance tuning for traffic spikes rather than averages.

The infrastructure proved itself where it counts. Every Black Friday/Cyber Monday since the partnership began has been handled without incident, with $2.5M processed in a single day of sales and 85% year-over-year growth supported. On that foundation, BRUNT kept expanding — wholesale, a flagship store, new channels — while the digital storefront carried the core.

Four Years In: Rebuild Before It Breaks

By the partnership's fourth year, BRUNT was approaching the performance limits of its original architecture. Nothing was on fire, which is precisely why Anatta and BRUNT rebuilt anyway. Anatta moved BRUNT over to Shopify's Horizon architecture during the quiet window after Black Friday, ahead of the next year's launches.

It's all behind the scenes and the website generally looks like it did, but it performs much faster and is easier to work with. It's a discipline project.

Eric Girouard

Founder & CEO, BRUNT

BRUNT didn’t run a formal agency review for the rebuild. As Eric put it: they’ve done this a few times with brands much bigger, a couple of years down the road, and BRUNT would get the benefit of those learnings.

The Results

A Storefront That Compounds With the Brand

+40.7% Mobile Conversion in Under Two Quarters: A 20% conversion lift from product-listing-page changes landed within eleven days. In the partnership’s first six months, mobile conversions increased 40.7% while mobile sessions and product views grew 266%.
Peak Performance at $2.5M a Day: The drop-and-launch infrastructure handled BRUNT’s most demanding moments — $2.5M in single-day sales volume and 85% year-over-year growth.
A Pre-Emptive Rebuild, Paid Off on Day One: The Horizon re-architecture shipped in the post-peak quiet window and lifted BRUNT’s Google Lighthouse score 20 points immediately.
A Partnership Measured in Shipped Work: Anatta enabled more than 80 CRO tests, 27 product launches, three new product categories, 16 app and system integrations, and a complete site redesign.
A $20M Series B Along the Way: BRUNT closed a $20 million Series B during the partnership — capital raised on a trajectory its digital foundation was built to carry.

Looking Forward

Today, BRUNT is a true omnichannel business. Across DTC, wholesale, Shop, and its first flagship store, BRUNT has generated over $300 million in annual revenue — and the Horizon foundation was rebuilt to carry whatever the next expansion asks of it.

Anatta is very hands-on and does a good job managing their work. They have oversight on the day-to-day team and care about what they produce. Anatta goes above and beyond.

Dave Chernow

Co-founder, BRUNT

BRUNT Scales Fast With A Digital Storefront Built by Anatta

Impact

BRUNT Was Launching To the Moon. The Storefront Couldn’t Keep Up.

Stabilize. Optimize. Scale. Then Rebuild Before the Ceiling.

A Storefront That Compounds With the Brand

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