The challenge
Seven-time Formula 1 World Champion Lewis Hamilton founded +44 as a lifestyle brand drawing on his interest in fashion, music and art. It is based in London and sells online, with pop-ups and events from time to time. A share of proceeds from its collections goes to Mission 44, Hamilton’s foundation, which supports young people into education and STEM careers.
+44 sells in limited-edition drops, often tied to the race calendar, to a community spread around the world. It ships from warehouses in the UK, US and EU, with duties paid at checkout, and runs storefronts for more than a dozen markets. Drops sell quickly, so the site and the systems behind it have to keep up.
Solution
Know the community, connect the systems, then keep improving.
We started with a customer experience strategy: who buys from +44, what brings them to the site around a drop, and what keeps them coming back between drops.
We built custom connectors between Shopify and the other systems the business runs on, so data moves between them without the team handling it by hand.
+44 then worked with us on retainer. We optimized the site and helped it grow, working through improvements in turn and supporting the team through each drop.
What we built
The build
- A customer experience strategy covering the community, the drops and the path to purchase
- Custom connectors between Shopify and the brand’s other systems
- Ongoing optimization of the Shopify site
- Growth support and development on retainer
Technology: Shopify
Impact
The result
+44 has a site shaped by what its community wants, connected to the systems behind it, and improved steadily on retainer between drops.
