Editorial Commerce

A direct-to-consumer atelier rebuilt as a quietly cinematic shopping experience. Editorial pacing. Considered checkout. A storefront that reads like a magazine.

The state of play.

The atelier had grown out of its theme. The catalogue felt like a catalogue, the checkout felt like a checkout, and the brand had nowhere on the site that earned the price of the goods. The founders wanted a storefront that read like the editorial they spent on twice a year, every day of the year.

What we built.

We redesigned the storefront around long-form product narratives, slow scroll moments, and a checkout that respects the price point. We migrated to Next.js with Hydrogen on the commerce side and Sanity for the editorial spine, then rebuilt the page-level performance budget — every product page sub-second on a cold edge cache.

What shipped.

Average order value up forty-one percent in the first quarter after launch. Time on site more than doubled. The site now ranks 99 on Lighthouse performance, and the editorial calendar runs out of the same CMS the merchandisers use.

They gave us back a storefront that finally feels like the brand. The team I sent to the launch dinner kept calling it the magazine.