Achilles Heel

Context
As the UK’s oldest running retailer celebrated its 25th anniversary, Achilles Heel introduced a refreshed brand identity and set out to modernize its digital experience.

We were brought in to translate the new design into a high-performing Shopify storefront, ensuring runners could quickly find the right gear while strategically optimizing the entire purchase journey for higher conversions.

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Solution
We delivered a fully custom Shopify storefront aligned with the refreshed brand direction, balancing performance, usability, and community heritage.

The new experience improved product discoverability, streamlined the path to purchase, and strengthened overall site performance — resulting in measurable revenue growth and improved commercial performance post-launch.

Following the relaunch, our collaboration evolved into an ongoing partnership focused on continuous optimization, feature development, and long-term growth.

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Category: Ecommerce

Industry: Apparel & Assecories / Health & Fitness / Community

Model: D2C

Tech Stack: Shopify, HTML, CSS, Javascript

Design Partner: Company Policy

What we did: 

• Shopify development

• Conversion Rate Optimisation (CRO)

• Ongoing Support