Notable Shopify Plus
brands in 2026, and
why each is on Plus.

If you searched "Shopify Plus brands," you probably want two things: a real list of names you recognize, and an honest answer to what those names actually prove. Here is both. This is a named directory of well-known brands on Shopify Plus in 2026, with the specific reason each one is on Plus and a source for the claim. No vague "trusted by leading brands" wall of logos. Every row is checkable.

I care about the "why" more than the "who," and you should too. I was at Shopify early, helping build the partner program, and later I ran a brand on the platform as an operator. From both seats the pattern is the same: brands do not move to Plus because they got big and it felt right. They move because they hit a specific wall the standard plan could not clear, a Black Friday that crashed, a checkout they could not customize, a wholesale channel run on spreadsheets, a second country they wanted to launch fast. The logo is the outcome. The wall is the reason.

So the directory is built around those walls. The master table comes first, since that is what you came for. After it I walk the five reasons brands land on Plus, each one carrying the named examples that make it real: scale and reliability, checkout customization, international and headless, B2B and wholesale, and omnichannel retail. Then the trap in the whole thing, which is assuming a famous name proves anything about your own decision. Whether Plus is right for you has almost nothing to do with the names and almost everything to do with which of these five walls you are standing in front of.

Who's on Plus, and
what the list
actually means.

As of 2026, roughly 24,500 stores run on Shopify Plus, per technology-tracking data compiled from public web footprints (TechnologyChecker, 2026). The named brands below are the visible tip of that base. Most Plus merchants are mid-market businesses you have never heard of doing $10M to $500M in revenue, running the platform quietly because it does the job. The famous names get written up precisely because they are the exception, which is worth remembering before you read anything into them.

Every brand in this directory is on Shopify Plus for one of five reasons, and I have grouped them that way because the grouping is the useful part. A brand does not pay the Plus premium for a color of badge. It pays because it needs flash-sale reliability, or a customized checkout, or a headless front end, or multiple regional storefronts, or a real B2B channel. Sometimes several at once. The reason column is the only part of the list that carries over to your own situation, so read that one closely.

One honesty note up front. Confirming the exact Plus tier from the outside is genuinely hard, because Plus and standard Shopify share the same core storefront technology. Where a brand has an official Shopify case study or a press announcement, the confirmation is clean and I have linked it. Where the evidence is the store's own technical fingerprint or credible reporting, I have labeled it as such rather than pretending it is gospel. That distinction matters, and most logo-wall articles skip it entirely.

The directory: 13
brands, and why each
runs on Plus.

Start with the master table. Each row names a brand, its category, the specific reason it is on Shopify Plus, and the strength of the source behind the claim. Read the "why" column first. That is the citation that matters.

Thirteen names, five reasons. The rest of this post walks each reason with its examples, so you can find the one that looks like your situation and see what a brand facing the same wall actually did about it.

On Plus for scale
and traffic spikes: the
usual trigger.

The single most common reason a brand ends up on Plus is scale under a traffic spike, and the archetype is Gymshark. Per Shopify's own case study, Gymshark started on Magento (Adobe Commerce), then suffered a Black Friday crash that knocked the site offline for eight hours and cost an estimated $143,000 in lost sales (Shopify, Gymshark case study). Founder Ben Francis hand-wrote thousands of apology notes. Gymshark replatformed to Shopify Plus and its next big peak, Black Friday 2016, cleared 90,000 orders over the sale period without falling over. The move was not about a nicer theme. It was about not crashing when the entire year's marketing pointed at one day.

Kylie Cosmetics is the same story at a beauty brand's velocity. During an August 2016 launch, Kylie Cosmetics served roughly 200,000 concurrent shoppers, which at the time was among the largest concurrent product launches in ecommerce history, and the checkout held without the team intervening (documented across Shopify case-study roundups). The brand moved to Plus specifically because it needed infrastructure that could absorb a demand curve driven by one person's social following. When your revenue rides on drops, the platform's job is to disappear on the day it matters most.

Fashion Nova pushes the same need in a different shape: not one giant spike, but relentless, constant velocity. Fashion Nova runs hundreds of new product drops a week and, in 2025, passed 100 million lifetime orders on Shopify, a milestone Shopify's president publicly noted (reported). A catalog that churns that fast, feeding an audience of tens of millions on social, is exactly the sustained load Plus is built to carry. The reliability story and the checkout-customization story overlap here, which is common: most Plus brands cross more than one of these walls at once.

The operator lesson from all three is the timing, not the technology. None of these brands moved because a consultant told them enterprise was a good look. They moved when a specific peak event started carrying too much of the business for the old platform to risk. If your growth is smooth and your traffic never truly spikes, this reason may not apply to you yet, and moving early just to match Gymshark's logo is how brands overpay. The trigger is a real peak you cannot afford to lose, and I go deeper on that threshold in the piece on when it is actually time to move to Plus.

On Plus to bend the
checkout to the
business.

The second reason is checkout customization, and it is the most under-appreciated one, because on standard Shopify the checkout is largely locked. Plus opens it up. SKIMS, Kim Kardashian's shapewear brand, is the textbook example: it was built on Plus for hype drops, inventory walls that gate demand during a release, and a customized checkout tuned to the influencer-driven traffic each launch generates (reported; the store runs on Plus by its own technical signals). When a drop sells out in minutes, the checkout rules, how carts are held, how bundles price, how limits enforce, are the business, not a detail.

Fashion Nova belongs here too. Its influencer-and-discount model relies on checkout logic that standard Shopify would not allow out of the box. Historically that logic lived in Shopify Scripts; Scripts reach end of life on June 30, 2026, and the same customization now runs through Shopify Functions, the extensibility layer that replaced them. That migration is worth understanding if checkout logic is your reason for looking at Plus, and I cover it in the breakdown of checkout customization through Functions. For a founder, it reduces to one thing: if your business needs the checkout to behave in a way the standard plan forbids, that need alone can justify Plus, independent of your revenue.

On Plus to run many
markets, and to go
headless.

The third reason is international operations and headless architecture, which often travel together. TASCHEN, the art-book publisher with eleven physical shops worldwide, rebuilt on Shopify Plus with a headless front end and went live internationally in five languages after just five months of development, per Shopify's case study (Shopify, TASCHEN case study). Total orders rose 12% and sales climbed 20% year over year after launch. Headless let TASCHEN keep a bespoke, content-heavy front end while running Shopify's checkout underneath, which is precisely the tradeoff to weigh in a headless versus native Shopify build.

Heinz shows the international speed angle at a CPG giant. When the pandemic hit, Heinz used Shopify Plus to stand up its first-ever UK DTC store, Heinz to Home, in about two weeks, generating tens of thousands of subscriptions in the first month and later expanding to six countries and two languages (Pixated, Heinz to Home case study). The value was not one clever feature but the ability to spin up a compliant, subscription-capable store in a new region fast, then repeat it. For a brand expanding across borders, that repeatability is the whole point.

Steve Madden is the multi-store version. Its digital footprint had sprawled to 30 commerce sites across three brands, Steve Madden, Dolce Vita, and Betsey Johnson, managed by scattered teams with no shared governance and over 260 apps in play. On Shopify Plus, a rebuild unified all of it under one architecture and lifted conversion by 16%, per Shopify's case study (Shopify, Steve Madden case study). If you are running a handful of regional or sub-brand storefronts that have drifted apart, consolidation is a real and common reason to be on Plus.

On Plus to run B2B
and wholesale like
it's 2026.

The fourth reason is B2B and wholesale. Plenty of brands still run wholesale on phone calls, emails, and faxes, which is exactly the inefficiency Steve Madden's replatform was built to kill. Modernizing that channel, moving buyers to a real online ordering experience with account-specific pricing and terms, is a core Plus use case, and it was a stated goal of the Steve Madden rebuild (Shopify, Steve Madden case study). When wholesale is a meaningful slice of revenue and it is being managed in spreadsheets, the operational case for Plus's B2B tooling gets strong fast.

Here is the nuance that saves brands money, though: you do not automatically need Plus to sell B2B in 2026. Shopify has pushed more B2B capability down into lower tiers, so a smaller wholesale operation can often run without the enterprise plan. I walk through exactly where that line sits, and when Plus's B2B features are genuinely worth it, in the piece on running B2B without upgrading to Plus. The short version: Plus earns its keep on B2B when you need company accounts at scale, complex price lists, custom net terms, and B2B-specific checkout rules, not when you just want to take a few wholesale orders online.

On Plus to run stores
and site as one
inventory.

The fifth reason is omnichannel retail, and Allbirds is the clean example. Per Shopify's case study, Allbirds used Ship from Store on Shopify POS to let its network of 31 retail locations fulfill online demand, which raised website conversion because in-store inventory became purchasable online, and cut the shipping and labor cost of end-of-season warehouse returns (Shopify, Allbirds case study). The reason to be on Plus here is treating physical and digital as one pool of inventory rather than two silos that compete.

Staples Canada is the enterprise-retail version, and its headline is total cost of ownership. Staples replatformed to Shopify Plus in under 12 months at less than half the projected cost of the alternative, gained the ability to run and cycle promotions in real time instead of scheduling them the night before, and rolled out curbside click-and-collect across all its Canadian stores in under 72 hours during 2020 (Shopify Plus, Staples customer story). For a large retailer, "we shipped faster and spent less than the enterprise incumbent quoted" is often the entire business case, and it is the argument I see win most often in the room.

The enterprise DTC
wave: CPG, media,
and toys.

A distinct band of Plus brands is not classic ecommerce at all. These are large companies using Plus to run brand-controlled direct-to-consumer channels alongside their core business, and the reason is control plus speed. Hasbro Pulse is the collectibles example: Hasbro relaunched it on Shopify Plus to run DTC sales, HasLab crowdfunding campaigns for premium collector items, timed drops for Transformers and Star Wars fans, and later a European expansion, all on one platform (We Make Websites, Hasbro portfolio). Collector drops carry far higher average order values than mass SKUs, plus first-party data, which is exactly why a giant toy company wants to sell some of its catalog directly.

Netflix runs Netflix.shop on Shopify Plus, launched in 2021 to sell limited-edition, show-themed merchandise tied to titles like Stranger Things and The Witcher (Variety). Penguin Books has run a Shopify Plus store since 2017 selling books, homeware, and even tickets to author events, and Red Bull uses Plus for its custom-branded merch storefront of athlete collabs and limited gear (both confirmed by store signals and reporting rather than an official case study, so treat them as strong-but-not-primary). The common thread across this band is that a large parent brand wants a fast, flexible, owned channel it fully controls, and Plus is a cheaper, quicker way to get one than building custom.

The pattern to notice: when a household-name parent company decides to go direct, it rarely wants a two-year custom build. It wants a branded storefront live this quarter, with a checkout that works and an owned relationship with the buyer. That is the enterprise DTC case for Plus, and it is why you see logos in this band that have nothing to do with fashion or beauty.

What a famous logo
does not tell you
about Plus.

Now the part most "brands on Shopify Plus" articles will not say. A famous name proves the brand is big. It does not prove the brand is on Plus, and it definitely does not prove you should be. Two cautions are worth stating plainly.

First, plenty of large brands are not on Shopify at all. PepsiCo built its pandemic-era DTC sites, PantryShop.com and Snacks.com, entirely in-house rather than on Shopify, precisely so it could control the technology end to end (Marketing Dive). I include this deliberately, because it is the counter-example that keeps you honest: a huge consumer company looked at the same options and chose custom. Roundup lists that swear every big DTC brand is on Plus are not checking.

Second, many well-known brands run on standard Shopify, not Plus. The two share the same storefront core, so from the outside you often cannot tell them apart. That is why I labeled the source strength on every row above. The only reliable confirmations are an official Shopify case study, a press release, or a store's genuine technical fingerprint. Anyone presenting a wall of logos as proof of Plus, with no sources, is decorating, not informing.

The practical takeaway: use this list to understand the reasons, not to benchmark your ego. "Gymshark is on Plus and so should we" is not a strategy. "We have a peak event we cannot afford to lose, like Gymshark did" is a reason. The names are useful only as a map of the walls, and the wall you are facing is the only one that should drive your decision.

How to read this list
if you're deciding
on Plus.

If you came here mid-decision, do this. Find the reason above that matches your situation, ignore the rest, and then price it honestly. The value of Plus is never the logo, only whether one of these five walls is real for you and expensive enough to justify the upgrade.

That is the whole method. Match the wall, price the move, wait for the trigger. Do that and the directory above stops being a wall of intimidating logos and becomes what it should be: a set of worked examples of specific problems that Plus happened to solve. Your job is to figure out which problem is yours, and whether you actually have it yet. If your problem is more about your whole stack than the platform tier, the map of the tech stack a brand needs at each revenue band is the better starting point.

Questions people ask
about Shopify Plus
brands.