Custom components
Storefront sections built for this catalogue rather than configured around a template's assumptions.
01 / the problem
A stock theme sells a category.Not a brand.
- Garments that need to be seen in detail, shown in fixed thumbnails.
- A collection-led range forced into a generic product grid.
- Layouts that break the moment the content is not the expected shape.
- Every visual change fought against the template it lived in.
Luxury apparel is a category where the product photography is the product argument. Fabric, drape, embroidery, and finish are the reasons for the price.
A theme built to sell anything treats those images as inventory thumbnails.
The platform was not the problem. The layer sitting on top of it was.
02 / the decision
Keep the platform. Replace the layer.
Replatforming would have meant rebuilding payments, inventory, and fulfilment to solve a presentation problem.
Shopify already handled the commercial operation correctly. The storefront was the part that did not fit.
So the storefront is what we rebuilt.
Catalogue structure
Product and collection architecture that still makes sense as the range grows.
Responsive behavior
Mobile treated as the primary buying context, not a narrowed desktop layout.
Release workflow
A way to test and ship storefront changes without risking a live store.
03 / the storefront
Built to show the garment.
04 / the build
The parts that are not visible.
A storefront is judged on how it looks and maintained on how it was built.
01
Component architecture
Storefront sections built so the team can compose new pages without a developer, and without any single page becoming a special case.
02
Motion and interaction
Transitions used to support browsing rather than to decorate it. Motion that does not delay the moment a customer can see the product.
03
Accessibility considerations
Keyboard navigation, focus states, contrast, and alternative text treated as part of the build rather than a retrofit.
04
Release and testing
Changes staged and reviewed before they reach the live store, so shipping a storefront update is not a commercial risk.
05
Technical handover
Documentation of how the storefront is structured, so the team is not dependent on the person who built it.
05 / the principle
Not every problem needs a replatform.
The instinct when a system stops fitting is to replace it.
Often the right move is narrower: identify the layer that does not fit and change only that.
Here the commercial engine was already correct. Rebuilding it would have created risk without creating value.
Diagnosis before technology. That is the whole method.
start here
Is your storefront the problem, or the operation behind it?
Usually worth answering before deciding what to rebuild.
Discuss an e-commerce project