The challenge
No Girls Allowed takes its name from a private golf club rule that kept the bar and grill men only, and turns it into a women's golf apparel label with a deliberately defiant voice — 'Welcome to the rebellion.' Golfwear as a category plays it safe, so the store had to carry that attitude without becoming hard to shop. The catalogue made that harder than it sounds. It runs past a hundred pieces across dresses, polos, skirts and skorts, 'Unders' shorts, jackets, headwear and accessories, and the brand merchandises it several ways at once: by piece, by signature line, by colour story and by where the outfit is going. A golfer looking for a skort in her size and a shopper browsing the Pink Energy edit are on the same site with completely different intentions, and a theme built for one of them fails the other. Apparel also lives or dies on fit, so size had to be answerable from the product card, not three clicks deep.
What we did
- Gave every merchandising logic its own route instead of forcing one hierarchy. Shop by piece — Dresses, Tops & Polos, Skirts & Skorts, Shorts & 'Unders', Jackets & Layers, Accessories — sits beside the signature lines, the vibe edits (Pink Energy, Polished Black, Bold Prints, Travel & Resort) and the occasion collections, so each kind of shopper enters on her own terms.
- Built a mega menu that sells as well as navigates, with a featured product card inside the dropdown, and 'Shop your size' shortcuts from XS to XL in the mobile menu for the shopper who starts from fit rather than style.
- Put size on the card. Quick add opens inline size pills with sold-out sizes shown as unavailable, so a shopper can add the right size from a collection page without opening the product.
- Rebuilt search around intent: predictive results with keyboard navigation and a voice-search option, and collection filters on product type, size, colour and price with nine sort orders.
- Designed the product page for a garment bought without trying it on — a gallery with front, motion, detail and back views, an inline size chart in inches and centimetres with a how-to-measure guide, back-in-stock email capture, and a sticky buy bar that stays in reach on a long page.
- Turned the brand's storytelling into structured product content — The Details, The Highlights, The YUM Factor™ and The Fabric & Care — so the voice survives onto the page where the decision is made.
- Wired the basket-builders apparel supports: a frequently-bought-together bundle builder that shows the bundle total against buying separately, complementary and related products, and recently viewed.
- Gave the brand's community somewhere to live: a saved-items wishlist called the private locker, with share and move-all-to-bag, and the Icon Access loyalty page with its Rebel, Icon and Pink Diamond tiers.
- Built the routes beyond retail: a two-step wholesale application with a line sheet, a stockist finder with location search, a searchable help centre, size guides, gift cards and the brand story page.
- Shipped it as a bespoke theme in the brand's black, signature pink and gold, with a mobile bottom tab bar for menu, search, shop, saved and bag, and scroll motion that respects reduced-motion settings.
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.