STUDIO NOIR

Private · Master Plan · v1.0
STUDIO NOIRECOMMERCE

STUDIO NOIR · E-commerce

Phase 1: no e-commerce. Small print-on-demand SKUs sold in-person at the concierge desk only.

Phase 2: full DTC e-commerce on studionoir.com/shop, sized to serve members + broader brand audience.

1. Phase 1 e-commerce approach

Phase 1 keeps commerce in-person only. Reasons: - Member base too small (60-80) to justify e-commerce buildout - Print-on-demand fulfillment via Printful/Printify happens at the SKU vendor’s warehouse (not ours), so DTC infrastructure isn’t needed - Focus should be on filling classes, not moving merch

If a member wants to order from home: manual process. Studio Manager sends an invoice via Stripe, processes the order manually with Printful/Printify, item ships direct from POD warehouse to member. Small volume, manageable manually.

Cost Phase 1: ~$50 in Stripe processing fees per year for the manual orders. No e-commerce platform subscription needed.

2. Phase 2 e-commerce (preserved for reference)

Phase 2 flagship launches a real DTC channel.

Phase 2 DTC role

The physical flagship serves 500-600 members. DTC serves the broader brand audience (Instagram followers, waitlist non-converters, alumni, and general awareness).

Phase 2 DTC targets: - Y1 of Phase 2: $320K revenue, 40% of blended apparel P&L - Y2 of Phase 2: $1.1M revenue, 55% of blended - Y3 of Phase 2: $2.4M revenue, 65% of blended

The physical flagship is the marketing budget for DTC. Every class taken, every competition streamed (THE NOIR INVITATIONAL), every Taj campaign shot is DTC top-of-funnel that costs zero incremental customer acquisition dollars.

Phase 2 tech stack

  • Platform: Shopify (Advanced tier), custom theme built to STUDIO NOIR brand system
  • Domain: studionoir.com/shop or shop.studionoir.com
  • Payment: Stripe + Shop Pay, Apple Pay, Google Pay
  • CRM integration: member management platform (Mariana Tek Enterprise or Mindbody) syncs with Shopify customer records for member-only discounts
  • Analytics: Shopify Analytics + Google Analytics 4 + optional Attribution tools
  • Email: Klaviyo (integrated with Shopify) for lifecycle marketing

Phase 2 fulfillment

  • 3PL partner (third-party logistics provider) for warehousing and shipping
  • Options: ShipBob, ShipMonk, or an RDU-area 3PL
  • Same-day pickup available at the Raleigh flagship for local members
  • Standard shipping: 3-5 business days
  • Free shipping over $150

Phase 2 e-commerce team

  • Merchandising Lead owns product, curation, buying
  • Contract Shopify agency Y1 of Phase 2 for buildout and optimization
  • In-house Head of Digital hired Y2 of Phase 2

Phase 2 customer acquisition

  • Organic from Taj’s + Trill’s IG (existing audience)
  • Paid social (Meta, Instagram, TikTok)
  • SEO for brand terms
  • Influencer partnerships (Taj’s network + selective outside creators)
  • Email lifecycle (Klaviyo automation flows)
  • THE NOIR INVITATIONAL streaming as top-of-funnel event

Phase 2 pricing

  • Same pricing DTC and in-club (no channel arbitrage)
  • Studio-tier members get 15% discount, Black Card members get 25%
  • No sales, no promotional discounts to public (protects brand)

Full Phase 2 e-commerce plan rebuilt in 2028 alongside Phase 2 apparel line launch and Merchandising Lead hire.