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Shinola collaborates with workflow suite Backbone to streamline development processes


Shinola has partnered with cloud-based workflow suite Backbone in a bid to revolutionize the Detroit-based brand’s product design, product development, and Product Lifecycle Management (PLM) processes. 

Shinola, which employs local artisans and craftspeople who produce high-end luxury products including premium watches, sought out Backbone’s SaaS platform and ability to streamline the complex product development process.

The brand says that this will allow it to increase its offerings with new and creative product lines.


Shinola CEO Tom Lewand said: “We continue to seek out new and effective tools to improve Shinola’s processes for bringing products to market.

“We are looking forward to partnering with Backbone and utilizing their impressive platform to enhance our company’s performance across categories.”

Backbone CEO and co-founder Matthew Klein added: “Shinola is a dynamic player across so many industries, which affords us an exciting chance to see the versatility in applications that the Backbone platform can provide in the hands of an established and exceptional brand.

“I also really love the mission and ethos behind the Shinola brand. We couldn’t be more thrilled to partner with someone doing so much for their community, and whose values so directly align with ours at Backbone.

“Our hope is that Shinola’s growth will continue at an increased, exponential rate by enhancing and streamlining their entire production process.”

The Backbone platform provides single-source, end-to-end solutions to empower brands that are growing in highly competitive and evolving markets.

Backbone recently finished its round of Series A funding with $18 million in investments and is rapidly winning over brands from the D2C scene, including new partners like Shinola and long-time partners like Warby Parker, Allbirds, and Parachute Home.

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