Case Study · FIGS

Where real heroesshop apparel.

FIGS is the direct-to-consumer brand that turned medical apparel into something clinicians choose rather than get issued. We built a part of the storefront 3.1 million clinicians buy through: the browse and search that finds one scrub top among forty colorways, and the checkout that clears an order in any of 85 markets.

In revenue powered: $630M+In revenue powered
Customers reached: 3.1M+Customers reached
International markets served: 85International markets served

Engagement Overview

FIGS sells scrubs, lab coats, and underscrubs directly to clinicians. It did to healthcare uniforms roughly what Warby Parker did to eyewear: took a category clinicians were handed and turned it into one they choose, in a color they waited for. The company is public, it moves hundreds of millions a year, and almost all of that revenue arrives through a single storefront.

Nortik worked on that storefront, on the side of it a customer can see. Our scope was the path from landing page to paid order: the browse and search that finds the right garment, the product pages where colorway, size, fit, and personalization get decided, and the payment and checkout flows that turn all of it into an order that goes out the door.

$630M+
In revenue powered: 3.1M+
Customers reached: 85
International markets served

Engagement: Embedded engineering team
Team: 1 Sr. Software Engineer
Focus: Discovery, product, checkout and payments
Working model: Inside the FIGS web team's sprints

Stack

Frontend

TypeScript
React
Next.js
Redux
Apollo Client

Backend & APIs

Node.js
GraphQL
REST APIs
Webhooks

Commerce & growth

Headless Architecture
Payment Gateways
A/B Testing
Feature Flags

Two clinicians in FIGS scrubs, caught mid-stride in a motion-blurred studio frame

The Challenge

A FIGS category page looks simple and is not. One scrub top can exist in more than forty colorways, a dozen sizes, and three length cuts, and the clinician browsing it usually arrives knowing the exact combination they want. Every filter, swatch, and size chart has to resolve to a real variant that is actually in stock. Miss by one, and the visit ends without a cart.

Then there are drop days. FIGS releases limited colors on a schedule its customers know by heart, so demand does not spread across the day. It arrives in a minute. Browse, product pages, and checkout all take their busiest hour of the quarter at the same moment, and checkout is where a slow page stops being an annoyance and starts being revenue that never lands.

The Solution

We worked the length of the customer-facing path, from the first category page a clinician opens to the confirmation screen after they pay, and then the same path again on the side of the business that sells to institutions. Four stretches of it carried most of the weight.

The FIGS Navy category page: size, category, style, fit and fabric filters above a grid of scrub tops and pants

Finding one scrub top among forty colors

Browse and search carry most of the buying decision on a catalog shaped like this one. We built the discovery surfaces around how clinicians actually shop: filter by size, category, style, fit, and fabric, see a colorway on the garment instead of in a swatch legend, and never land on a combination that cannot be bought. There is no model guessing at intent here. It is fast, exact, well-indexed retrieval and a front end that keeps the whole variant matrix legible.

Search & Discovery
Faceted Filtering
Variant Modeling

A FIGS product page: the Catarina Scrub Top with its full colorway grid, size selector, and embroidery option

The product page is the whole sale

On a storefront selling one garment in dozens of variants, the product page is where the decision gets made or lost. We built the front end holding it together: colorway and size selection that stays honest about real inventory, fit and model guidance so a clinician can size correctly the first time, and an embroidery flow that adds a name to a scrub top without breaking the path to the cart.

Frontend Engineering
Inventory-Aware UI
Personalization

A FIGS campaign grid: nine editorial frames of clinicians in a seasonal colorway

Checkout that holds on drop day

Every improvement upstream is worth nothing if the last screen fails. We worked the payment and checkout flows: the cart, the payment methods, the promotion logic a sitewide twenty-percent event runs through, and the error paths that decide whether a declined card ends an order or retries cleanly. Drop after drop, the checkout stayed up while the traffic behind it did not behave.

Checkout & Payments
Promotions Logic
Peak Traffic

Three clinicians in FIGS scrubs, jackets, and underscrubs, outfitted as a team

FIGS TEAMS - B2B impact

FIGS TEAMS is the B2B side of the same catalog, sold to medical offices, hospitals, and clinics that outfit whole staffs at once. We worked on part of that platform. An administrator stands up their organization's portal, fixes which styles and colors count as approved, and keeps billing in one place. Everything below that is deliberately decentralized: staff onboard themselves, pick their own size and fit from the approved selection, and order independently, so nobody is collecting sizes on a spreadsheet.

FIGS TEAMS
B2B Procurement
Admin & Permissions

Three clinicians standing together in FIGS scrubs, jackets, and underscrubs

Business Impact

The best storefront work is the kind nobody notices. A nurse opens FIGS on a break between shifts, filters to her size, finds the color she has been waiting three weeks for, and pays before the break is over. Nothing in that sequence is memorable. That is the entire job.

That sequence, repeated, is what the business runs on. FIGS closed 2021 at $419.6 million and 2025 at $631.1 million, a fifty percent climb in four years, with the trailing twelve months now sitting at $665 million. A storefront is never the only reason a brand grows, but it is the one place growth has to land. Every one of those dollars arrived through a search that returned the right thing, a product page that was honest about stock, and a checkout that cleared.

What is left behind is a storefront the business can run sitewide promotions and new colorway launches against without holding its breath, and a discovery path that keeps working as the catalog grows past what any menu could hold. The engineering stayed quiet so the brand could be the thing people see.