Black Rifle Coffee Company has built one of the most recognizable and mission-driven consumer brands in America. But behind the brand was a backend that had grown into something few people fully understood and even fewer wanted to touch. BRCC came to UN/COMMON with a clear mandate: simplify everything. The storefront, the checkout, the merchandising, and especially the operational infrastructure quietly create overhead, errors, and headaches every single day.
This wasn't a cosmetic refresh. It was a full rethink of how their digital business runs.
The Challenge:
Complexity That Compounded Daily
BRCC's legacy store, built on Salesforce Commerce Cloud, had accumulated years of complexity. Every order that came in touched hundreds of routing rules inside the OMS before it ever reached a warehouse. Subscription orders got misrouted. Physical gift cards got flagged as digital. ZIP code logic failed, and customer service reps had to manually reassign orders, split shipments across warehouses, manage backorders, and clear fraud holds by hand, every day.
Frontend changes weren't any easier. Even simple component updates required significant backend engineering lift. Merchandising was essentially hard coded. The checkout experience wasn't built to highlight the subscription model that sits at the core of BRCC's business. And layered beneath it all, the middleware connector holding pieces of the system together — was never designed for this stack and required constant maintenance to stay functional.
The business needed a platform that worked for them, not one they had to work around.
The Solution:
Shopify + Pipe17
Frontend: A modernized experience built for conversion and subscriptions
We rebuilt BRCC's D2C storefront on Shopify — designing a clean, intuitive UX/UI that puts their subscription offering front and center. The new frontend made merchandising faster and easier for their internal team, reduced checkout friction for customers, and eliminated the heavy engineering overhead that had slowed down even the simplest site updates.
Backend: Replacing complexity with clarity via Pipe17
The legacy OMS wasn't just inefficient — it was a system of accumulated workarounds that made order routing unpredictable and expensive to manage. Rather than force Shopify or NetSuite to behave like an OMS (neither is built for it), we identified Pipe17 as the right purpose-built middleware solution for BRCC's D2C order flows.
The architecture is clean: pushing financial data into NetSuite for reconciliation. Pipe17 handles all the order routing logic — split shipments, subscription drops, SKU mapping, warehouse assignments, exception handling — in real time, without requiring NetSuite to mediate every operational step.
The result: OMS routing rules got replaced with a system that handles BRCC's nuanced fulfillment needs automatically, gets orders to the right warehouse without a ton of manual intervention, and gives their team a user-friendly interface they can actually manage without an engineering ticket.
The Outcome
A D2C operation that finally matches the brand. Less overhead. Faster merchandising. A checkout built for subscribers. An order management system that routes correctly, scales cleanly, and doesn't require a team of people holding it together with manual workarounds.
BRCC didn't just replatform. They cleared the decks and built something ready for whatever comes next.
