About Lucy & Yak
Lucy & Yak is one of the UK's fastest-growing sustainable fashion brands, building a loyal community through ethical manufacturing, bold design and a distinctive brand identity.
As demand increased, the ecommerce platform needed to evolve alongside the business.
The challenge
Lucy & Yak's existing Shopify store had been adapted over time through multiple releases, plugins and tactical improvements.
While the brand continued to grow, the digital experience was becoming increasingly difficult to maintain. Customer journeys lacked consistency, performance was being impacted by ageing dependencies and the platform was becoming harder to evolve.
The challenge was not simply to redesign the website. Lucy & Yak needed a stronger ecommerce foundation capable of supporting future growth whilst improving the customer experience and commercial performance.
Our approach
Absurd approached the engagement as an ecommerce transformation programme rather than a visual redesign.
We combined technical discovery, UX design, visual design, technical specification and software development to understand where friction existed for both customers and internal teams.
The solution centred around a complete rebuild using Shopify 2.0 Dawn, a custom theme architecture, API-led integrations, Algolia-powered search and a redesigned basket experience.
Alongside the customer-facing improvements, we documented user stories, acceptance criteria and delivery requirements to ensure the platform remained scalable long after launch.
The objective was to create a faster, more flexible ecommerce platform that enabled Lucy & Yak to continue growing without accumulating technical debt.
15%
increase in revenue
21%
increase in conversion
Shopify 2.0
platform rebuilt
Results
The new platform delivered measurable improvements in both customer experience and commercial performance.
Revenue increased by 15% whilst conversion rates increased by 21%, demonstrating the impact of simplifying journeys and improving the overall shopping experience.
The rebuild also provided Lucy & Yak's internal teams with a significantly cleaner operating environment, reducing maintenance overhead and creating a more efficient foundation for future releases.
The project wasn't about redesigning a storefront. It was about creating an ecommerce platform capable of supporting the next stage of growth.
Outcomes
Lucy & Yak gained a faster, more scalable ecommerce platform aligned to the ambitions of a rapidly growing retail brand.
Customers benefited from clearer journeys, improved performance and a more consistent shopping experience, whilst internal teams gained a platform that was easier to manage, evolve and optimise.
The result was a stronger digital foundation that improved commercial performance and positioned the business for continued growth.
