Overview

Division Road, Inc., a luxury heritage menswear boutique, needed to replace its depreciated Shopify theme with a modern, performant, and future-proof solution. As the storefront is central to the brand, this required a seamless and complex transition to a highly customized Shopify 2.0 theme.

Challenges

• Ensured a flawless, drop-in replacement for the deprecated theme to avoid disrupting a change-averse customer base.
• Identified and replaced all depreciated features and code from 2015 while maintaining backwards compatibility.
• Architected a scalable solution for content reuse by leveraging Shopify 2.0’s metafields and metaobjects for consistency across the site.

Custom Functionality & Features

• Product Experience: Enhanced a third-party app meaurements display; created a dynamic “Worn With” section; integrated a custom appointment booking app.
• Content Management: Built an event calendar and rich sizing guides using metaobjects for easy merchant control.
• Conversion: Developed a custom Buy X Get Y cart section and integrated related blog posts to enhance discoverability.

Result

• Lighthouse Performance Score: 95 (up from 35)
• Accessibility Score: 98 (up from 83)
• Visual Stability: +96%
• Site Search Conversion: +189%
• Online Visitors: +69%
• Sessions: +23%
• Bounce Rate: -18%