Website for Loop Atelier

Background

Loop Atelier is a small Berlin-based fashion label with a sharp visual identity and an outsized creative ambition. They came to us after two years on a templated Shopify theme that looked the same as everyone else's — and a checkout funnel that quietly leaked half of its mobile traffic between the cart and the payment step.

The brief was simple but loaded: keep the editorial feel, make the catalog easier to browse, and rebuild the checkout end-to-end so it stops losing customers on mobile.

What we found

Before any redesign we ran two weeks of analytics work and 12 moderated sessions on the existing store. A few clear patterns emerged:

• Product imagery was strong but the grid hid 80% of it behind dense hover states
• The "shop the look" feature was used by less than 1% of visitors — it required two taps and was placed below the fold
• Mobile checkout had a 56% abandonment rate after the shipping step
• Returning customers were re-entering full address details every order

"We had the assets, we had the brand, and the site still felt like everyone else. The numbers told us the same story."

— Creative director, Loop Atelier

Design direction

We anchored the redesign on three principles that came directly from those sessions: let the product breathe, make the path obvious, and remember the customer. Every screen we shipped had to earn its place against those three.

The new catalog uses a generous 2-column grid on mobile and a 3-column editorial layout on desktop, with full-bleed lookbook breaks between collections. Product detail pages drop the carousel ribbon and switch to a vertical scroll of full-resolution imagery — the same way the brand presents on Instagram.

Checkout rebuild

The checkout was the heaviest piece of work. We replaced the four-step form with a single scrollable page, defaulted to "ship to last address" for returning customers, and pre-validated address fields against the carrier API so users see errors before they pay.

The biggest single win was address validation — it removed almost all of the back-and-forth that was draining the funnel.

Performance

We dropped the bundled theme, rebuilt the storefront on a headless setup, and tuned every image pipeline against real device data instead of synthetic benchmarks.

1. Replaced the Shopify theme with a custom Hydrogen storefront.
2. Moved imagery to Cloudinary with per-breakpoint art direction.
3. Inlined critical CSS for the first three above-the-fold sections.
4. Deferred all third-party scripts behind a consent gate.
5. Pre-rendered collection pages at the edge with 60s stale-while-revalidate.

The result is a Lighthouse score of 96 on mobile and an LCP under one second on a mid-range Android over 4G.

Outcome

Six months after launch the new store has done what the team hoped it would — bring the brand and the buying experience to the same standard.

"It finally looks like what we always wanted it to look like — and the numbers came along for the ride. The team was a real partner, not a vendor."

— Head of digital, Loop Atelier

Mobile revenue is up 38% year over year, the editorial sections drive twice the time-on-page of the old product pages, and the support team has stopped fielding daily checkout complaints.

Looking ahead

We're working with Loop Atelier on a second phase focused on personalization — using order history to surface lookbooks that actually match how each customer shops, without slipping into the algorithmic feel they were trying to avoid in the first place.