Econess

The brief

Econess is a multi-brand luxury boutique carrying a wide catalogue across fashion, lingerie, knitwear, beachwear, activewear, bags, and shoes from a curated roster of designer labels. A catalogue this wide collapses into chaos in a generic theme — the storefront had to make brand identity legible without sacrificing category navigation.

What we did

• Full Shopify Plus rebuild with a custom theme that supports brand-first navigation alongside the standard category structure. Buyers can browse by designer label as easily as by product type.
• PLPs and PDPs designed around editorial photography — large imagery, generous whitespace, and reduced UI chrome on the product page.
• Catalog architecture set up so each carried brand has a dedicated landing rail with its own story, instead of every brand collapsing into a single feed.
• Markets and currency presentation tuned for the boutique’s international shipping footprint.

Key decisions

• Brand identity is the primary navigation axis inside the boutique, not an afterthought. Multi-brand stores live or die on whether their carried labels feel respected on the shelf — the IA reflects that.
• We sized galleries and PDPs to the photography that already existed. Re-shooting at this scale would be a year of work; the redesign was about giving the imagery the layout it deserved.

Tech stack

Shopify Plus, custom theme on Liquid, Markets for currency presentation, Klaviyo, Checkout Extensibility.

Outcome metrics added once client confirms in writing.