Bringing merch to the masses—how we transformed Minor Islands’ merch sales into a streamlined ecommerce experience
Minor Islands is more than a band—they’re a vibe. A mix of grounded storytelling and emotional resonance, their music—and their merch—have built a growing fanbase that loves both their sound and their style.
Previously, their merchandise was sold directly through Instagram DMs and pop-ups at live shows. It worked for a while, but it also left room for missed sales, scattered inventory, and manual processes that weren’t scalable.
That’s where we came in.
Strategic platform choice: Square
Minor Islands was already using Square as their payment gateway at live events. So instead of introducing a new tool or adding complexity, we leaned into that foundation.
By building their ecommerce site directly on Square Online, we were able to:
- Keep everything connected—orders, sales, and inventory update in real-time across both in-person and online channels
- Allow the band to manage their own inventory easily through one dashboard
- Make it easier to fulfill online orders without disrupting their live sales flow
- Avoid third-party app fees and complex integrations
This setup also means they can accept Apple Pay, Google Pay, credit cards, and Square gift cards—creating a seamless checkout experience for their fans.
For small teams or indie brands already using Square in real life, building a site on Square makes everything smoother and smarter. That’s exactly what we did here.
Site goals: expand orders and bring the brand to life
This wasn’t just about making sales—it was about bringing the Minor Islands brand to life online.
We created a custom Square Online site that:
- Showcases their merch in organized product categories (hats, shirts, accessories, etc.) so fans can browse with ease
- Matches the feel of their visual identity with thoughtful fonts, layout, and color palette
- Integrates their music personality and aesthetic to keep the vibe consistent from stage to screen
- Is fully responsive and mobile-friendly (because let’s be real, that’s where the fans are)
The result? A digital storefront that looks and feels like them—simple, authentic, and easy to shop.
Post-launch impact
Since launching their new eCommerce site:
- Minor Islands has streamlined order management
- Fans now have a central place to discover and shop their merch
- The team has more time to focus on music, not juggling orders through DMs
- Inventory is updated in real-time—no more double-selling or missed items
- They now have access to sales analytics and reporting, all within Square
Conclusion
For indie artists like Minor Islands, an eCommerce site isn’t just a sales tool—it’s an extension of the brand. By building on Square, we helped them grow their merch operation without losing control of what matters most: staying authentic and connected to their fans.
This is what we do at A Brand Above: meet you where you are, and build systems that help you scale without the stress.
