Stella McCartney

A Flagship eCommerce Platform
for a Sustainable British Brand

LIVE SITE

https://www.stellamccartney.com

INDUSTRY

Fashion

TECHNOLOGY

Custom Build

As a leader in luxury fashion, Stella McCartney has long championed sustainable design. DBCO led the full redesign of Stella McCartney's eCommerce flagship, working closely with the executive team to create a digital platform reflecting the brand's ethos. Built in partnership with Yoox and transitioned to Salesforce in 2019, the design has enabled ongoing in-house optimisation, demonstrating our commitment to lasting, adaptable user experiences.

Conversation Rate

£1

Million Annual Revenue

Boosting Converstion and AOV Through User-Centric Design

After auditing the user journey, we found that much of the traffic was landing directly on category and product pages via social media and search. By enhancing these key entry points, we improved both conversion rates and average order value. This data-driven focus targeted high-impact areas, delivering measurable success for the Stella McCartney brand.

Crafting a Seamless Mobile Experience

As mobile continues to be a strategic focus for online retailers, we aimed to simplify and streamline the mobile user journey. By eliminating unnecessary elements from the product pages, we created a frictionless path-to-purchase, enriched with intuitive feedback and sleek interactions.

Simplified and streamlined the mobile user journey.
Removed unnecessary elements from product pages for a cleaner experience.
Introduced intuitive feedback and sleek interactions.
Developed a rapid mobile checkout process.
Added multiple payment options for user convenience.

What We Did

Brand Refresh & Positioning
Design Sprints & Style Guide
eCommerce Design and User Experience
eCommerce Site Audit
UX Consultancy
Quality Assurance & Accessibility
Performance & Ongoing Success

Championing Sustainability Through Engaging Content

Stella McCartney's long-standing commitment to sustainability is a cornerstone of the brand, making it a key focus in our redesign. We designed a comprehensive content hub that shines a spotlight on the brand's leadership in sustainable luxury fashion. From a meticulously crafted timeline to rich editorial pages, we've created a digital space that not only educates but also engages users, further solidifying Stella McCartney's role as an industry pioneer in ethical practices.

We work with considered fashion, luxury,
and beauty brands on Shopify Plus.

info@designandbuild.co

What does DBCO do?

DBCO is a Shopify Plus agency specialising in brand-led eCommerce for fashion, luxury, and beauty brands. We provide end-to-end services including creative direction, UX design, Shopify Plus development, conversion rate optimisation, and email and digital marketing creative. We work with brands on a project basis and through ongoing retained partnerships.

What types of brands does DBCO work with?

We work primarily with premium and luxury fashion, beauty, and lifestyle brands trading on Shopify Plus or evaluating a migration to it. Past and current clients include Balmain, Stella McCartney, Rat & Boa, Lyma, Liu Jo, Anglo-Italian, Tatras, J&M Davidson, Mina Baie, and Ramy Brook.

How is DBCO different from other eCommerce agencies?

DBCO operates at the intersection of brand strategy and eCommerce execution. Most digital agencies focus on technical delivery or broad marketing. We focus on the design and experience layer, the decisions that shape how a brand is perceived and how customers behave on-site. This means working closely with a brand's creative direction, not just its commercial metrics.

What is brand-led eCommerce?

Brand-led eCommerce is the practice of designing digital retail experiences that prioritise brand equity alongside commercial performance. Rather than optimising purely for short-term conversion metrics, a brand-led approach considers how design decisions affect customer perception, long-term loyalty, and positioning relative to competitors. For luxury and premium brands this distinction matters: excessive discounting signals, generic UX patterns, or low-quality presentation can actively undermine brand value.

What does a Shopify Plus redesign project involve?

A Shopify Plus redesign with DBCO involves a discovery and strategy phase, followed by UX architecture, visual design, and Shopify Plus development. Projects typically run between 8 and 16 weeks depending on scope. We handle creative direction and UX design directly, with development delivered through a specialist Shopify Plus partner. Post-launch, we offer retained support for ongoing optimisation.

Do you offer retainer-based support?

Yes. Retainers are structured around a monthly scope of work and provide access to our full range of services, including UX design, CRO, creative direction, and email and digital marketing creative. Retained clients benefit from continuity of knowledge, reduced rates for longer commitments, and faster turnaround on time-sensitive requests.

Where is DBCO based?

DBCO is a registered UK company, headquartered at 71-75 Shelton Street, London WC2H 9JQ. We work with clients globally, including brands in the United Kingdom, Europe, Asia, and the United States, and operate remotely across time zones.

A Flagship eCommerce Platform for a Sustainable British Brand