BlackMilk Clothing has evolved into a remarkable global fashion brand with a distinct identity. BlackMilk's products are designed in Australia, at the Brisbane headquarters. Furthermore, the brand has significant collaborations with iconic brands such as Barbie, Pokémon, Harry Potter, and The Legend of Zelda. While half of its loyal customers are from Australia, BlackMilk now ships to over 200 countries from a single commerce platform and has celebrity fans such as Beyonce. Beyoncé's dancers wore BlackMilk's Tutankhamun bodysuits for her Coachella Music & Arts Festival headline performance. Balance Internet and BlackMilk's story began several years ago, when Balance assumed responsibility for the brand's Magento Commerce platform.
The strong collaboration has since continued apace, with the most recent development of a high-performance PWA headless commerce solution to transform the customer experience. The BlackMilk team wanted to deliver the best app-like experience across all devices and create a solution powerful enough to meet their insanely high traffic demands, such as the Pokémon collection, which sold out completely within the first hour, or The Legend of Zelda drop, which saw 4.5k concurrent users on the site. With major campaigns being such an important part of the digital experience, BlackMilk has an entire cross-functional team dedicated to dealing with traffic spikes from each new release; the solution had to be ninja fast.
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