Shinola Tech Stack

Handcrafted watches, leather goods, and lifestyle products built in Detroit

Consumer Goods Detroit, MI 501–1,000 employees Founded 2011 Privately Held

Shinola manufactures and sells handcrafted watches, leather goods, bicycles, jewelry, and home audio from its Detroit headquarters. The company is actively rebuilding its loyalty program and wholesale ambassador infrastructure while grappling with margin pressure and multi-entity financial reporting — suggesting a shift toward direct-to-consumer retention and operational consolidation. Sales hiring (10 open roles) outpaces design (1), indicating a pivot toward distribution and account management over product innovation.

Tech Stack 14 technologies

Core StackAdobe Illustrator Adobe Photoshop Adobe InDesign SolidWorks NetSuite Salesforce Keyshot Excel PowerPoint NuOrder Navan Outlook Teams Zipline

AdoptingSalesforce Outlook Teams Zipline

What Shinola Is Building

◆Challenges

Rebuilding loyalty program
Multi-entity financial reporting
Internal controls compliance
Improve margins
Reduce returns
Strengthen account relationships
Improving accounting systems efficiency
Improving sell-through
Maintaining brand consistency
Strengthening partner relationships

▲Active Projects

Rebuilding loyalty program
Wholesale brand ambassador program
Monthly wba scheduling
Virtual training sessions

Hiring Activity

Accelerating20 roles · 9 in 30d

Department

Sales

Finance

Manufacturing

Marketing

Design

Seniority

Junior

Manager

Senior

Mid

Lead

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About Shinola

Shinola designs and manufactures handcrafted goods spanning watches, leather goods, bicycles, journals, home audio, and jewelry. Founded in 2011 and based in Detroit, the company operates across 501–1,000 employees. Its product portfolio is distributed through direct retail (including a branded hotel property), wholesale channels, and e-commerce. Current operational focus centers on loyalty program modernization, wholesale partner enablement via ambassador programs, and financial system efficiency—reflecting growth-stage scaling challenges in margin management and multi-location accounting.

HeadquartersDetroit, MI

Company Size501–1,000 employees

Founded2011

Hiring MarketsUnited States

Frequently Asked Questions

What is Shinola's tech stack?

Design tools (Adobe Creative Suite, SolidWorks, Keyshot), ERP/financial systems (NetSuite), CRM (Salesforce), supply chain (NuOrder), travel management (Navan), and workplace productivity (Outlook, Teams, Zipline). Currently adopting Salesforce, Outlook, Teams, and Zipline.

What is Shinola working on?

Rebuilding its loyalty program, launching a wholesale brand ambassador program with monthly scheduling, and rolling out virtual training sessions. Pain points include margin improvement, reducing returns, and strengthening wholesale partner relationships.