Annie Selke, a leading home and décor retailer, introduced its first cotton woven rug over 15 years ago and has slowly evolved to become a mega-retailer. While Annie Selke never intended to launch a brand under her name, the fast-growing customer base of her two existing brands (Pine Cone Hill and Dash & Albert) drove her to unite them under the Annie Selke umbrella. Since then, the retailer has expanded its customer base on a global scale, selling its products in more than 3,000 physical locations nationwide with distribution available in Europe, Australia, and Canada.

Project goals

My Participation

Achievments PLP to PDP transition
Improve PLP to PDP transition to 0.3 sec.

In released project we suceccfully migrated to brXM CMS system and achieved:


  • 543ms median browsing speeds regardless of network quality
  • 320ms median page loads (LCP)
  • 300ms average AMP page loads from search
  • 95%+ cache hit rate for dynamic content at the edge


  • 32%+ average organic traffic growth
  • 32% organic traffic lift‍ from its instant eCommerce PWA
  • Outranks Amazon, Wayfair, Williams-Sonoma, and other multi-billion dollar competitors


  • 10B+ in revenue flows through Layer0 a year
  • 1/3rd of US shoppers visit a Layer0-powered website every month
  • 13% conversion lift due to sub-second speeds