Headless E-commerce Rebuild for UK LuxuryFashion Brand
Rebuilt a luxury fashion brand's e-commerce storefront on headless Shopify with Next.js — tripling conversion rate and generating £2.4M in additional annual revenue.
MAISON LUMIÈRE
3.1×
Conversion
1.2s
LCP score
£2.4M
Revenue / yr
+187%
Organic growth
SS26 · New Arrivals
The Parisian Edit
Silk Slip Dress
£690
Wool Cape Coat
£1,240
Pearl Earrings
£320
4.9 · 3,240 reviews
Free UK delivery £150+
Performance & Revenue
Lighthouse Score
42
Before
96
After
LCP
5.2s1.2sMobile conv
0.6%1.9%Avg order
£380£510Weekly GMV
£46k this wk3.1× higher
Conversion rate
1.2s
Page load (LCP)
£2.4M / yr
Revenue added
+187%
Organic traffic
Conversion rate
3.1× higher
Annual GMV
£2.4M / yr
3.1× higher
Conversion Rate
1.2s LCP
Page Speed
£2.4M
Added Revenue / Year
The Challenge
A respected UK luxury fashion brand was losing customers on a dated Liquid-theme Shopify store. Page speeds above 5 seconds, clunky checkout on mobile, and a design that failed to convey the brand's premium positioning. Mobile conversion was under 0.6% — a fraction of industry norms for the category.
Our Solution
We rebuilt the entire storefront as a headless Next.js frontend on Shopify Hydrogen, keeping Shopify's commerce engine while gaining full design and performance control. Custom cinematic product pages, editorial lookbook layouts, instant add-to-cart drawers, Apple Pay, and a buttery-smooth checkout. All wrapped in SEO-optimized structured data and a multi-language setup.
What we delivered
Mobile conversion rate tripled from 0.6% to 1.9% in the first 60 days
Lighthouse performance score rose from 42 to 96; LCP dropped to 1.2s
£2.4M in additional annual revenue attributable to the rebuild
Organic search traffic grew 187% thanks to SEO-first architecture
“The site finally looks like our brand. And the numbers speak for themselves — we paid for the project in the first four months.”
E-commerce Director
UK Luxury Fashion Brand
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