Swimwear people can design, then buy.

Budgy Smuggler sells swimwear in the UK, Europe and the United States, with a large following in rugby. The store needed a way for people to design swimwear, and a shorter path from browsing to buying, without losing the brand.

The custom designer sits inside Shopify, so people can see the product as they make choices. Product hubs show what is available and let someone buy without an extra click through to a separate page. Photography and offers stay aimed at the people who already wear the brand.

The store is easier to move through, and the path from a product to a sale is shorter. Conversion improved across the site as those changes went live.