The challenge
Fheny is a Canadian multi-brand designer retailer carrying Moschino, Marc Jacobs, Balmain, Bottega Veneta, Liu Jo, Vince, Lancaster and Psycho Bunny across women's, men's and children's ranges. A curated luxury retailer has a harder job online than a single-label brand: the storefront has to feel like a boutique rather than a marketplace, while still letting a shopper move between designer, department, category and size without ever landing in an empty result. Get the merchandising structure wrong on a catalogue this wide and the store reads as a discount reseller, which is the one impression a luxury buyer will not come back from.
What we did
- Built the storefront around three parallel browse paths — by department (Women, Men, Kids), by category (dresses, coats, handbags, boots, accessories) and by designer — so a shopper arriving with a label in mind and one arriving with an occasion in mind both reach product in two clicks.
- Designed a restrained, editorial theme: generous whitespace, large product photography, minimal chrome and typography that lets the designer labels carry the page, matching the 'More Than A Look. It's A Feeling.' positioning rather than competing with it.
- Structured the handbag and footwear ranges by silhouette (crossbody, shoulder, tote, backpack; boots, flats) instead of a flat accessories bucket, because that is genuinely how this category is shopped.
- Set the store up for the Canadian market end to end — CAD pricing, Canada-wide shipping with the free-shipping threshold surfaced in the header and on the cart rather than buried in a policy page, and tax and address handling configured for the provinces.
- Optimised the imagery pipeline for a catalogue that is almost entirely photography — responsive sources, modern formats and lazy loading below the fold, so a page carrying forty product images still opens quickly on mobile.
- Built the collection templates so a new designer or a new seasonal edit can be merchandised by the team without a developer, which is what keeps a curated retailer current.
The results
How we would approach yours
Every engagement starts the same way: a free audit of the store as it stands today — speed, technical SEO, checkout friction and paid efficiency — followed by a prioritised roadmap that puts effort against expected impact. You keep the findings whether or not we go further.
From there the work runs in weekly sprints against a live staging link, on fixed scope, with design, development and marketing in one team. That last part is why a conversion problem gets diagnosed once here rather than being passed between two agencies who each think it belongs to the other.