We rebuilt Underbrush's
store into a recurring revenue engine.

Ultra migrated Underbrush to Shopify and built its UX, lifecycle, and subscription engine from scratch. Within a year, subscription went from zero to a multi-million-dollar channel.

$10M+

Subscription revenue

85K+

Subscribers Acquired

33%

Of Total Revenue

Client

Underbrush

Scope

Shopify, UX, Klaviyo, SKIO

Engagement

Migration + Subscription Setup

Brand Overview

A breakout product, outgrowing its platform.

Underbrush is a natural remineralizing gum brand with rapid word-of-mouth growth and strong early product-market validation. Demand was proven. The original ecommerce platform couldn't scale, lacked modern UX, and provided no foundation for predictable DTC growth.

Ultra rebuilt Underbrush's infrastructure from the ground up: Shopify, onsite UX, lifecycle, and a subscription engine built entirely from scratch, creating the foundation for long-term scale.

The Challenge

Before the migration.

Previous ecommerce platform could not support scale

UX lacked clarity, mobile optimization, and conversion structure

No subscription foundation despite a perfect product fit

Site architecture didn't support education → conversion pathways

Brand needed a modern design aligned with its clean, scientific identity

Required expert setup across Shopify, apps, flows, and backend configuration

Strong product-market fit, but no infrastructure to turn word-of-mouth demand into predictable DTC growth.

Previous ecommerce platform could not support scale

UX lacked clarity, mobile optimization, and conversion structure

No subscription foundation despite a perfect product fit

Site architecture didn't support education → conversion pathways

Required expert setup across Shopify, apps, flows, and backend configuration

Ultra's Solution

Four workstreams, one foundation.

Ultra rebuilt Underbrush's infrastructure end-to-end. Four connected workstreams, Shopify, UX architecture, Klaviyo, and SKIO, built as one system for long-term scale.

01

Shopify

Migration & Store Build

02

UX Architecture

Conversion-Focused Design

03

Klaviyo

Lifecycle Foundation

04

SKIO

Subscription Program Build

01

Shopify · Migration & Store Build

A store rebuilt for
clarity and speed.

We moved Underbrush off a platform it had outgrown and rebuilt the store on Shopify: custom homepage and PDP designs, mobile-first templates, and a complete app and backend setup.

What we did

Complete migration from the prior platform to Shopify
Custom homepage and PDP designs for clarity and a fast path to purchase
Mobile-first template architecture
Clean UI for product education and frictionless buying
App stack, flows, subscription tools, and backend setup
Scalable sections and modules for future expansion

The rebuild

Underbrush homepage after the Shopify rebuild

Underbrush mobile views after the Shopify rebuild

The mobile experience is significantly faster post-migration, with improved time-to-value and higher PDP engagement.

02

UX Architecture · Conversion-Focused Design

An experience built
for faster decisions.

We structured navigation, PDPs, and checkout around one job: moving shoppers from education to purchase with less friction.

What we did

Simplified navigation framework
Structured PDP hierarchy for faster decision-making
Social proof, reviews, and educational content integration
Clear product comparisons and value framing
Optimized cart and checkout pathways
Landing page templates for future paid traffic initiatives

The experience

Clearer education → conversion pathways and improved ATC → checkout progression post-migration.

The receipts

03

Klaviyo · Lifecycle Foundation

Lifecycle built as a
revenue foundation.

We implemented every core flow, built a branded template system, and set up segmentation and deliverability: a lifecycle foundation that feeds the subscription engine.

What we did

Implemented all core flows: Welcome, Cart, Checkout, Browse, Thank You, Winback
Branded template system built for future scale
Segmentation, deliverability, and tagging structure
Onsite list-growth system and popup setup

The flows

Lifecycle-driven subscription onboarding became one of the main drivers of subscriber retention.

04

SKIO · Subscription Program Build

From zero to a
subscription engine.

Underbrush had no subscription engine before Ultra. We built the entire system from scratch: SKIO implementation, subscription-first PDPs, subscriber portal, onboarding flows, and MRR tracking.

What we did

Full SKIO implementation and migration planning
Subscription-first PDP design with beside-ATC value framing
Subscriber portal setup and customization
Dedicated Subscribe & Save landing page
Subscription onboarding flows to reduce early churn
Analytics and tracking structure for MRR and subscriber health

Subscription experience

Subscription-first UX, SKIO, daily-use product behavior, and lifecycle-driven onboarding took adoption past initial projections within one year.

The Funnel

Built to convert, at scale.

4.52%

Conversion rate across 6.2M sessions

90%

Of Carts Reached Checkout

↑157%

Online Store Conversion Rate Increase

How the funnel performs

From February 2025 to February 2026, the rebuilt store took more than six million sessions, 93% of them on a phone. Nearly one in ten visitors added to cart, and 90% of those carts made it to checkout.

Added to cart9.37%

Reached checkout8.45%

Completed checkout4.52%

What the Numbers Mean

Total revenue and ROI increased on the much larger traffic base

Subscription revenue scaled sharply

More customers entered the funnel and became long-term subscribers

The rebuild turned volume growth into long-term recurring revenue

Qualitative Impact

What it means for the business.

01

A modern, premium UI aligned with the brand's clean, scientific identity.

02

The mobile-first rebuild dramatically improved the browsing experience.

03

Customers understand product benefits much faster.

04

Subscription adoption exceeded initial projections.

05

Lifecycle and SKIO interplay strengthened early retention.

06

The site is structurally ready for paid acquisition, retail scaling, and new SKUs.

Built From the Ground Up

Want a store built for
recurring revenue?

We build Shopify ecosystems that scale across site, funnel, lifecycle, and subscription.

Revenue follows clarity.

Start a Project More Case Studies

We rebuilt Underbrush's store into a recurring revenue engine.

A breakout product, outgrowing its platform.

Before the migration.

Four workstreams, one foundation.

Shopify

UX Architecture

Klaviyo

SKIO

A store rebuilt for clarity and speed.

What we did

An experience built for faster decisions.

What we did

Lifecycle built as a revenue foundation.

What we did

From zero to a subscription engine.

What we did

Built to convert, at scale.

How the funnel performs

What the Numbers Mean

What it means for the business.

A modern, premium UI aligned with the brand's clean, scientific identity.

The mobile-first rebuild dramatically improved the browsing experience.

Customers understand product benefits much faster.

Subscription adoption exceeded initial projections.

Lifecycle and SKIO interplay strengthened early retention.

The site is structurally ready for paid acquisition, retail scaling, and new SKUs.

Want a store built for recurring revenue?

We rebuilt Underbrush's
store into a recurring revenue engine.

A store rebuilt for
clarity and speed.

An experience built
for faster decisions.

Lifecycle built as a
revenue foundation.

From zero to a
subscription engine.

Want a store built for
recurring revenue?