300% increase in online sales
Bringing a wholesale-first eyewear brand online with a direct-to-consumer storefront built for browsing as much as buying.
Online sales lift after launching the DTC storefront, compared with the prior site.
Overview
About the work
Icicles Eyewear has built a strong reputation in retail for two decades. They came to us to extend that brand online — to launch a direct-to-consumer storefront that felt as considered as the product, and to give their team the tooling to grow online without building a full ecommerce department.
The challenge
What stood in the way
Most of the brand's revenue was wholesale, so the DTC site needed to do two jobs at once: convert serious shoppers and act as a high-quality showcase for stockists and partners. The existing site couldn't do either well — the catalog was hard to browse, the product photography didn't render at retina quality, and the team had no way to spotlight new collections.
The approach
How we tackled it
- Designed the storefront around how people actually shop for eyewear — collection pages, fit guidance, lookbook-style merchandising, and clear PDPs.
- Built a catalog model that supports collections, frame attributes, and lens variants without making admin painful.
- Tuned the front end for image-heavy storytelling — fast loads, retina-ready imagery, and snappy navigation.
- Set the team up to run their own promotions, drops, and editorial features without engineering.
What we shipped
Deliverables
- A direct-to-consumer ecommerce site with editorial merchandising
- A catalog model designed for eyewear-specific attributes
- Self-serve tools for promotions, collections, and lookbooks
- An SEO foundation focused on product and category discovery
Capabilities applied
Services
- Brand-led ecommerce design
- Frontend engineering
- Catalog architecture
- Promotions & merchandising tools
- Performance & SEO
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