Shopify · fashion · CRO
Their Nibs
Problem
A two-decade fashion and sleepwear brand had outgrown its theme. Legacy code made new work expensive. Navigation was unclear. The site no longer matched the product, and it was not converting like it should.
What I did
- Rebuilt the Shopify storefront with the agency team: replace the ageing theme, simplify the purchase journey, and make merchandising (collections, recommendations, editorial blocks) something marketing can actually run.
- Shipped the front-end that has to carry print, photography and size selection without fighting checkout. The rebuild put the purchase journey first.
- Contract development on an agency team. Metrics below are the published post-launch numbers for the store.
Result
Live at theirnibs.com. After launch: 31% increase in conversions, 48% increase in orders, 18% increase in returning customers (published post-launch, 2026).
