Gieves & Hawkes

The first store we built for them launched in 2024. By the time we started the rebuild, it relied on twelve apps for predictive search, wishlists, size guides, bundles, back-in-stock alerts and other features. Each one added a monthly fee and a render-blocking script, and could break when its developer pushed an update.

The brief was to rebuild the theme from scratch, move every app's function into the theme itself, and make every section editable so the in-house team could add to the site without a developer. Mobile performance also had to improve. The build took two months.

We built predictive search, size guides, wishlists that sync to Klaviyo, bundle merchandising and back-in-stock alerts directly into the theme. None of them rely on third-party scripts or app fees now. Features that used to cost £300 a month are part of a codebase Gieves own.

The made-to-measure booking flow is the one exception. We connected SimplyBookMe through its API so MTM appointments go into the calendar the team already use. SimplyBookMe handles the booking logic, and the booking screens are part of the theme.

We designed every section of the site individually, including the product page, rather than using the standard Shopify components that come with most themes.

The design uses restrained typography, plenty of whitespace and motion used sparingly, applied consistently across every page template, block and state.

We fill the gaps in the Gieves in-house team. That covers strategic decisions, specialist one-off projects, and growth work that sits outside the day-to-day but still needs senior eCommerce input.

The scope changes with what the in-house team is working on. For bigger decisions we help with strategy, platform choices and growth planning, and when the scope widens we take on the delivery ourselves. For some projects we bring in marketing, design and development specialists from a vetted network. Gieves keep the same point of contact throughout.