FargoStuff.com has been a staple of Fargo pride since its inception in 2006, starting with the now-iconic “Four-Cities” image by John Borge. What began as a collection of posters, apparel, and note cards quickly became a local favorite. Over the years, FargoStuff.com has changed hands and evolved — but with each transition came a need to refresh and modernize its online presence.
I had the privilege of leading the website’s re-platforming efforts not once, but twice, ensuring the brand’s online storefront matched its creative spirit and growing product catalog.
From Original Concept to Expanded Vision
In 2010, Jill and Pete Christopher took over FargoStuff.com, expanding its offerings to include both consumer and business-focused products. Then in 2015, Office Sign Company LLC — Fargo’s leading sign manufacturer — acquired the brand under CEO Ryan Fritz. This shift opened up exciting opportunities, as many products like Fargo coasters, signage, and apparel were already being produced in-house.
With this new direction came the realization that the website needed a full overhaul to support its ambitious growth plans.
First Re-Platform: Magento 2 (2015–2016)
The first major re-platform involved migrating FargoStuff.com to Magento 2, a powerful eCommerce platform capable of handling its growing catalog — which expanded to approximately 278 product listings. The new site emphasized:
- Easier navigation for a larger, more diverse product line
- Enhanced product presentation with high-quality imagery
- Seamless eCommerce functionality for both retail and wholesale customers
We also integrated the brand’s partnerships with local nonprofits such as Mind Shift, Giving Hearts Day, and Ronald McDonald House Charities directly into the site experience, giving customers ways to shop while supporting the community.
This redesign and brand refresh earned FargoStuff.com a Silver ADDY Award for Consumer Website Design in 2016, recognizing the collaborative efforts of myself (Web Development Manager), Bri Lee (Marketing Graphic Designer), Jack Yackowicz (Marketing Manager), and Ryan Fritz (CEO/Owner).
Second Re-Platform: BigCommerce (2018)
By 2018, I revisited the platform as part of my work with Off The Richter Design, moving FargoStuff.com from Magento 2 to BigCommerce with a custom theme. This change was driven by the need for:
- Simpler backend management for the client team
- Faster site performance for customers
- A more modern, clean design while preserving FargoStuff’s unique brand voice
The BigCommerce build allowed FargoStuff.com to remain agile, scalable, and aligned with the latest eCommerce best practices, ensuring it could continue to thrive in the competitive online retail space.
Impact
Today, FargoStuff.com is a thriving online shop and a local landmark in the digital space — not only celebrating Fargo culture but also making it easier than ever for customers to share their local pride through apparel, prints, gifts, and more. The re-platforming efforts ensured the site is functional, scalable, and visually engaging for years to come.
Conclusion
Re-platforming FargoStuff.com was more than just a technical exercise — it was about preserving and amplifying a brand beloved by its community. From Magento 2 to BigCommerce, each iteration brought better tools, a smoother shopping experience, and a stronger online presence.
You can explore the live site here: FargoStuff.com