The Brand
Fashion and sleepwear brand Their Nibs had evolved considerably over the past two decades, but its website hadn't kept pace.
Years of technical updates had left the store with an ageing theme and legacy code that made further development increasingly difficult.
The challenge for Radiant wasn't just to redesign the Shopify store - it was to create a digital experience that felt as distinctive and considered as the brand itself, while providing a scalable platform capable of supporting future growth.
The Challenge
The previous website was holding the business back in several ways.
From a technical perspective, legacy code and an outdated Shopify theme made ongoing development unnecessarily complex and limited the site's ability to evolve alongside the business.
From a customer perspective, navigation lacked clarity, product discovery wasn't as intuitive as it could be, and the website wasn't telling the story behind the brand in a compelling way.
Most importantly, the online experience no longer reflected the quality, creativity and personality that customers experienced through Their Nibs' products.
“Following launch we saw a 31% increase in conversions, 48% increase in orders and an 18% increase in returning customer rate.”
Jayde, Account Manager
Our Approach
Rather than simply refreshing the design, we rebuilt the experience around three core principles: scalability, storytelling and commercial performance.
Building a Platform for Growth
The project began by replacing the legacy theme with a modern Shopify architecture designed for long-term flexibility.
By removing outdated code and rebuilding key functionality, we created a platform that's faster, easier to maintain and far better equipped to support future merchandising, content and feature development.
The result is a website that can continue evolving alongside the business rather than becoming another technical limitation.
Creating a Simpler Shopping Journey
Every stage of the customer journey was reviewed to reduce friction.
Navigation was restructured, product pathways were simplified and the overall site architecture was refined to make browsing feel more intuitive.
Customers can now move through collections more naturally, discover products more easily and reach purchase with fewer barriers.
Need to Improve Results? Talk To Us
Bringing the Brand to Life
A lot of care and thought had been poured into refreshing the brand’s visual identity, and the website needed to become an extension of that new direction.
Typography was refined to complement the new logo, the colour palette was softened to match the updated photography style and layouts were redesigned with a more editorial feel.
The result is a digital experience that feels warmer, more premium and far more aligned with the brand's personality.
Making Storytelling a Commercial Asset
Great brands sell more than products - they sell a point of view.
To better communicate what makes Their Nibs different, we introduced bespoke content sections throughout the site, weaving the brand's story naturally into the shopping experience.
From the homepage through to product pages, stronger messaging and more engaging content now help customers connect with the brand while giving greater confidence in their purchasing decisions.
Smarter Merchandising
Alongside improving the visual presentation of products, we created more opportunities for customers to discover complementary items.
Editorial-style product layouts, improved collection merchandising and enhanced product recommendations make it easier for shoppers to build complete outfits while increasing opportunities for upselling and cross-selling.
The result is a shopping experience that feels more curated, inspirational and commercially effective.
We don’t just make websites look better - we make them perform better.
A Website That Reflects the Brand
Today, Their Nibs has a website that not only reflects its refreshed identity but also provides a solid platform for future growth.
By combining a modern technical foundation with improved user experience, stronger storytelling and more effective merchandising, the new website delivers an experience that is both beautiful and commercially focused.
Most importantly, the improvements translated into measurable business results almost immediately, with significant increases in conversion rate, orders and returning customers following launch.
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.
Let's Work Together
