The challenge
Bo+Tee makes women’s activewear, gymwear and athleisure, from sports bras and leggings to soft wear and seasonal collections such as ski. It sells to customers around the world, launches new collections often, and runs a mobile app alongside its website.
The brand wanted a faster, conversion-led storefront that matched its editorial, performance-led positioning, supported international growth and was ready for peak trading.
Solution
Strategy first, then a faster storefront built to sell worldwide.
We began with a brand immersion and customer experience workshop, using personas and empathy maps to agree the tactics for the project. That strategy set the navigation and the purchase journey, and the roadmap for the work after launch.
We then designed the site in Figma and built a custom Shopify Plus theme: a homepage of reusable sections for product, brand and editorial content, a mega menu, collection pages with quick add, and product pages with a sticky add to cart, reviews and recommendations. Customers sign in with Shopify’s new passwordless accounts and check out on Shopify Plus.
Shopify Markets gives customers a country and currency switcher, with order details captured for markets that need them, such as South Korea and Saudi Arabia. We kept the design in step with Bo+Tee’s Tapcart app, including gift-with-purchase logic for the app, and built custom Shopify Functions and product data automations behind the scenes.
What we built
The build
- A brand immersion and customer experience workshop, with personas and empathy maps
- Designs in Figma and a custom Shopify Plus theme with reusable sections
- Mega menu, collection pages with quick add, and product pages with sticky add to cart
- Shopify Markets, with order details captured for markets that need them
- New passwordless customer accounts and Plus checkout
- Design and gift-with-purchase logic for the Tapcart app
- Custom Shopify Functions, product data automations and analytics
Technology: Shopify Plus, Shopify Markets, Tapcart, Nosto, Okendo, Klaviyo, Signifyd and Wishlist Plus
Impact
The result
Bo+Tee launched its new Shopify Plus store in August 2026, about three months after kick-off. It sells in local currencies, works hand in hand with the app, and has a roadmap from the customer experience strategy for the growth work that follows.
