Building a storefront that matches the product
Premium commerce for the modern outdoors
Northfield had built a loyal wholesale following but lacked a direct-to-consumer channel that reflected the quality of their gear. We designed and built a Shopify store that combines editorial storytelling with a seamless purchase experience, resulting in a 25% lift in average order value.
Understanding the customer journey
Through interviews with existing customers and analysis of wholesale partner feedback, we identified key moments where the brand story could deepen engagement and drive conversion throughout the shopping experience.
Editorial meets commerce
Product pages blend rich lifestyle photography with detailed spec breakdowns, giving shoppers the confidence to buy technical gear online. A modular content system lets the Northfield team publish seasonal lookbooks without developer support.
Optimized for conversion
Custom Shopify sections, an intelligent upsell engine, and streamlined checkout reduced cart abandonment by 18%. The entire storefront loads in under two seconds on mobile networks.