Rebuilding a boutique fashion label's storefront into a fast, accessible commerce experience that scales with the collection.
House of Velore came to us with a beautiful brand trapped inside a slow, template storefront. We rebuilt the commerce experience from the ground up on a headless stack — keeping the considered, editorial feel of the brand while making every page fast on real devices and every product easy for the team to merchandise.
The existing storefront looked the part but converted poorly: pages took seconds to become interactive on mobile, the catalogue was painful to update, and the checkout leaked customers at every step. Growth was capped by the platform, not the brand.
Where we started before writing code — framing the problem, the constraints, and the plan.
We instrumented the live store and found most drop-off happened before the product image even loaded. That reframed the project from a redesign into a performance and architecture problem.
We worked with the team to model collections, variants, and editorial content the way they actually think about a season — so the CMS mirrors their workflow, not a developer's schema.
Before a line of UI, we agreed on hard budgets for LCP and interaction latency on a mid-range phone, and wired them into CI so regressions fail the build.
A headless commerce architecture: a Next.js storefront rendering on the edge, a typed commerce API in front of the catalogue and orders, and Postgres as the system of record — cached aggressively so the browse stays instant.
Server-rendered storefront with streamed product pages and an accessible, keyboard-complete checkout.
A typed service fronting catalogue, cart, and orders, so pricing and inventory rules live in one place.
Postgres as the source of truth for products and orders, with read paths cached for instant browsing.
The trade-offs worth explaining — what we chose, and why it was the right call for this build.
Decoupling the storefront from commerce let us hit our performance budget and gave the team a CMS that fits how they merchandise — without fighting a theme system.
Product and collection pages are read-heavy and shareable, so rendering them close to the user made the catalogue feel instant on mobile networks.
A shorter, keyboard-complete checkout that works before JavaScript loads removed the biggest source of funnel drop-off.
Every layer of the system, and the tools chosen to build it.
The parts of the build that carried the most product weight.
Merchandisers compose seasonal stories with rich media, no developer required.
Faceted search over the catalogue that stays responsive as the collection grows.
A single, accessible checkout with saved details and clear error recovery.
Core Web Vitals enforced on every pull request so speed never regresses.
The rebuilt storefront became fast on the devices customers actually use, and the team can now run a season without engineering support. Browsing feels instant, and the checkout holds onto the customers the old flow was losing.
What the engagement taught us, kept honest rather than tidy.
Framing speed as a budget with a number made it a shared goal instead of a nice-to-have.
The catalogue model that matched how they merchandise paid for itself the first week after launch.
Validating the highest-leverage path early meant the rest of the build had a proven foundation.
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If the thinking above matches the standard you're after, tell us what you're building. We'll be honest about fit and outline a concrete first step.