Aab Collection | Case Study | Velstar - Velstar


  • Magento 2 to Shopify Plus Migration
  • Marketing Strategy
  • Multi-store setup for UK, EU, US, FR, CA, DE & INT
  • PPC Advertising
  • UX & UI Design
Case Study Preview

Select images in the sidebar. These will be displayed for links to this case study

International, premium modest fashion provider.


Following their launch in 2007, Aab Collection has grown to become recognised as the first port of call for premium modest wear. Taking the fashion industry by storm, the brand’s beautiful products have appeared in Vogue, The Independent and British Muslim Magazine.


The Challenge

Following Aab’s huge online success and expansion across Europe, it was becoming unquestionably clear that it was time to move away from their Magento 2 platform. In search of a new platform that would offer scalability and speed, as well as multi-store targeting in the UK, EU, US, FR, DE, CA and INT they migrated to Shopify Plus.

To achieve their ambition of continued growth through the power of Shopify Plus, Aab sought an experienced Shopify Plus Partner agency with unparalleled fashion retail experience, so chose Velstar.

The Solution

In line with Aab’s business goals and following the best practices, we migrated the brand seamlessly to the Shopify Plus platform.

Our UX and UI designers created a user-friendly and responsive design that worked across all devices. And applied a suite of improvements, including navigation enhancements to deliver a clean and frictionless customer experience. 

Paying close attention to the store’s interface, we replaced the main menu with a slide-out sidebar, allowing Aab’s product imagery to shine. Additionally, we integrated the sophisticated search solution, Klevu to make the customer journey more efficient and let Aab connect with their customers more effectively.

When it came to the product pages, detail was key. Each product page needed to provide the customer with as much detail as possible, to ensure they made that all-important purchase. So we implemented a description, returns & delivery, and reviews drop-down section on every product page. A mixture of product imagery and a zoom function complemented this, to give customers the ultimate experience.

What’s more, we integrated a ‘Wishlist’ function, allowing customers to save their favourite products for a later date. Not only does this make product navigation easier, but it’s also great for data capture. This data can be used by Aab to create more targeted and personalised email campaigns.

Aab is a customer-focused brand, so wanted to show their loyal consumers just how much they’re valued. To do this, we partnered with LoyaltyLion to create a bespoke loyalty program called AAB VIP club. The tiered system offers customers the opportunity to earn points and receive rewards as they spend. Included in the loyalty program is the incentive to gain extra points by asking customers to leave product reviews, engage on socials and sign up to the brand’s mailing list.

Also, our team of in-house developers integrated the buy now, pay later payment plug-in, Klarna. This gives Aab’s customers the convenient benefit of paying for their purchases over three instalments. Not only does this increase AOV, but the simple checkout flow will also make fewer people abandon their carts.

Once Aab’s new site was up and running, it became clear that they needed further help to optimise growth. The brand knew their product offering was great but was struggling to replicate the strong results their competitors were experiencing from PPC traffic. With Velstar’s track record of PPC campaign success, we were the obvious choice to help.

We began with a full audit of their ads account, tightening the structure and focusing on search terms we knew were likely to result in conversions. From there, we rebuilt the account back up and adapted our strategy as the account grew. We utilised best-practices and mathematical models to inform bid adjustments and extended campaigns internationally as Aab’s reach increased.

The Results

On completion of the project, Aab reported a significant uplift in traffic and conversions, compared to the previous year on the Magento platform. 

In the time we’ve been working with the brand they’ve seen a 202% increase in revenue, a 162% increase in transactions, a 78% increase in conversion rate and a 47% increase in sessions.


Let's partner and help your ecommerce business reach its full potential

Get in touch and start the discovery process today!