QueenClub — Theme + advanced filtering rebuild

QueenClub had grown its catalogue beyond what the original theme could handle. Filtering was thin, the design didn't match the premium positioning, and promotions felt bolted on rather than integrated.

What we did

• Rebuilt the theme in Liquid + JS with a more elegant visual language and product-first layouts.
• Implemented advanced filtering across size, colour, category and price so customers can navigate the full catalogue in seconds.
• Integrated promotions into the design language so they reinforce the premium feel rather than fighting it.
• Tuned the user journey to reduce friction between discovery and checkout without sacrificing aesthetics.

Stack

Shopify, Liquid, custom theme, filtering app integration.

Role

Lead theme + filtering + promotional UX.

QueenClub's storefront now matches the premium positioning of the brand and helps customers actually find what they came for.

• +18% conversion rate
• +18% average order value
• -22% exit rate
• +14% mobile conversion rate