The Brand
After launching her namesake label in 2010, British designer Georgia Hardinge has dressed global icons including Beyoncé, Florence Welch, Lady Gaga and Kylie Minogue.
The brand is stocked in leading luxury retailers such as Harvey Nichols, Liberty and Moda Operandi.
In 2022, Georgia’s appearance on the TV show ‘Making the Cut’ increased global visibility, particularly in the US, accelerating the opportunity to scale direct-to-consumer (D2C) sales.
But the website wasn’t ready for that growth.
The Challenge
The existing site had been built some years ago and hadn’t evolved alongside the brand’s international growth. Despite strong brand equity and wholesale presence, the D2C experience was underperforming.
Key issues included:
Poor usability and navigation / Buggy search functionality / No ability to filter by size and colourway / No stock indicators / No product labels (e.g. bestseller, exclusive) / No pre-order functionality / Limited international selling capability / No integrated currency conversion / No ability to embed shipping costs into international pricing
The result? It was difficult for customers to buy, with friction at every step of their journey - leaving untapped revenue potential in both the UK and US markets.
Objectives
Georgia Hardinge partnered with Radiant for our Ongoing Success service to:
Grow UK and US audiences / Improve user experience / Increase conversion rate / Double D2C and wholesale revenue / Build a scalable foundation for international growth
This wasn’t just a redesign. It was a commercial transformation.
Our Approach
1. Rebuilding the Buying Experience Around Conversion
We redesigned and redeveloped the website with performance at its core.
Enhancements included:
Advanced filtering by size and colourway / Stable, intuitive search functionality / Clear stock indicators / Product tagging (bestseller, exclusive, etc.) / Seamless pre-order functionality
Every improvement reduced friction and made purchasing faster, clearer and more confidence-driven.
Need to Improve Results? Talk To Us“Thanks to a solid plan and continuous testing and deployment, the site's conversion rate is now up 18%, with average order value up by a massive 35%”
Michael, Account Manager
2. Unlocking International Growth
With rising US demand post–Making the Cut, the brand needed a frictionless global experience.
We implemented:
Multi-currency functionality
International pricing logic (including shipping built into pricing where needed)
Improved cross-border UX
This removed hidden costs and checkout surprises - two major causes of international cart abandonment.
3. Ongoing Performance Optimisation
Radiant provides ongoing development and performance support.
We benchmark current site performance in an audit, and make prioritised recommendations to improve the website. Once changes are implemented, performance is reviewed again to ensure the amends are having the desired impact. The process is then repeated. We:
Refine UX based on behaviour data
Improve site speed and stability
Support merchandising strategy
Implement CRO improvements
Enable new commercial functionality as the brand evolves
The website becomes an active growth engine, not just a digital storefront.
The Outcome
Georgia Hardinge now has:
A conversion-focused ecommerce experience
A scalable platform for international growth
A future-proof development partner
A D2C channel positioned to significantly increase revenue
Most importantly, the website now reflects the strength of the brand and supports its global ambition.
Why This Matters for Ecommerce Brands
Luxury brands often outgrow their original ecommerce setup.
Traffic increases. International demand grows. Product ranges expand. Customer expectations rise.
But if your website can’t support that growth, you leave revenue on the table.
At Radiant, we design and develop Shopify websites to:
Increase conversion / Improve customer experience / Support international expansion / Drive measurable commercial growth
We don’t just make websites look better - we make them perform better.
Ready to Turn Your Website Into a Revenue Engine?
If your ecommerce fashion brand is scaling - or preparing to - we’d love to help.
Enquire now to see how Radiant can unlock your next stage of growth.
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