Bonobos launched its new Shopify-powered website on the morning Ellen Pope walked onto the Total Retail Tech stage in Dallas last month. Pope, Bonobos’ senior director of e-commerce, described the migration away from a long-standing custom platform so the teams responsible for merchandising, marketing, and creative could help shoppers understand fit. Furthermore, a new platform was necessary to allow team members to test new ideas without asking a technology partner to make every change. Teach Fit Where Customers Make Decisions Bonobos began in 2007 with a better-fitting pant. “We want every guy to feel the confidence that comes with wearing great fitting clothing,” said Pope.