Femme Luxe - Velstar


  • Data Migration from Magento to Shopify Plus
  • SEO Strategy and Implementation
  • Third-party App Integrations
  • UX & UI Design
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Influencer inspired, fast-fashion brand.


Femme Luxe is a bold, influencer inspired fashion brand. From humble beginnings, Femme Luxe has now grown into a multi-million-pound online store with its very own celebrity following. The brand sells everything from occasion dresses to comfortable lounge wear. Leading the way through the fashion era, they make it easier to get everything you need without breaking the bank.

The Challenge

The world of fast-fashion is a noisy place and more competitive than ever before. With this in mind, and the need to support their growing customer base, Femme Luxe wanted to move away from their clunky Magento store. 

What’s more, the brand needed a platform that would give them access to a wider range of third-party app integrations, because of their extensive product inventory and high stock turnover. With Velstar’s ecommerce expertise and proven track record of delivering exceptional digital experiences, Femme Luxe turned to us for help.

The Solution

Renowned for its scale, functionality and amazing security, Shopify Plus was the obvious platform for the brand to move to.

A central part of the design and development spec was for Femme Luxe’s new store to rectify key customer experience issues on their pre-existing store. For example, Femme Luxe originally had separate products for each product colour but wanted to enhance the customer journey by adding a colour swatch linking to the different colour options within the SKU group once the original product was selected. Working with the ‘Product Colours’ app to implement a bespoke integration, we enabled the swatch to be used on the collection and search pages, meaning customers can now easily browse a certain style in different colours. 

Another key problem that Femme Luxe highlighted was that their products sell out fast, leaving customers disappointed when they click through to the site, to find that the product is no longer available. To solve this issue, we created a Shopify Flow to unpublish any products which have been out of stock for over 60 days. Once unpublished, we created a set of parameters, ensuring all unpublished products were redirected to the most relevant secondary collection, automatically. We have since turned this feature into a Shopify App available to wider clients. 

Finally, the brand required an automated merchandising system to automatically position products based on new in, best sellers and popularity. We achieved this using a series of third-party apps in conjunction with a bespoke development.

The Results

We’ve created an unforgettable experience for mobile and tablet users that is slick, fast and uncompromising. Since making the move to Shopify Plus, Femme Luxe has seen a significant increase in ROI and hasn’t looked back since.

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