In a world obsessed with smart devices and digital disruption, Zippo.com proves that analog authenticity is the ultimate competitive moat. While tech startups chase the next shiny object, this 90-year-old brand has quietly built a $161M direct-to-consumer engine that converts nostalgia into revenue.

"Zippo doesn't sell lighters—it sells reliability in a disposable world. That's why 43% of their traffic comes direct: customers don't Google what they already know."

The tech stack tells a story of pragmatic evolution. Built on Shopify with Tailwind CSS and Bootstrap, zippo.com isn't trying to reinvent the wheel—it's optimizing a proven system. The PWA implementation suggests they're preparing for mobile-first commerce, while lazy loading and priority hints show they care about performance despite their heritage aesthetic.

• Product expansion beyond lighters (hand warmers, sunglasses, leather goods) shows masterful category extension
• 823 employees generating $161M revenue = ~$196K per employee—exceptional efficiency for a heritage brand
• Butane and rechargeable inserts demonstrate they're not afraid to modernize core products
• Global licensing under EVP Hugo Michel suggests international revenue streams beyond direct sales