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Fashion & Apparel

A Shopify Plus migration that ranked #2 for its main term in 3 months.

A fashion and lifestyle brand founded by former England rugby player Phil Vickery, on a platform where every small update carried risk.

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Shopify PlusMigrationSEO transition

#2

For “polo shirts” in 3 months

Faster

Performance after migration

Stable

Platform to build on

The challenge

A platform where improving anything was a gamble.

The existing platform limited the team’s ability to manage and grow the store. Even small updates carried risk, which made improvements rare and new features effectively impossible to justify.

There was no flexibility for development, including basic capabilities like tracking and performance analysis. The brand needed a fast, reliable migration to Shopify Plus for stability and scale — without disrupting trading in the process.

Raging Bull polo shirt laid on grass

What we did

Migrate fast, protect the rankings.

A custom theme built for apparel, with the SEO transition planned rather than patched afterwards.

  • Migration to Shopify Plus focused on speed, stability, and long-term scalability
  • A custom theme built for fashion and apparel, balancing performance with presentation
  • Clean, optimized code for a fast, responsive experience across devices
  • Third-party tools integrated for returns and operational efficiency
  • A structured SEO transition to preserve rankings and organic continuity
  • Content and updates made manageable by the team without development
Blueprint illustration of data blocks crossing a bridge between two platforms

The results

Rankings improved rather than merely survived.

Position #2 for the brand’s main commercial term within three months of launch.

  • Successful migration to Shopify Plus with improved stability and flexibility
  • Faster site performance with optimized code and responsive design
  • Enhanced ability to manage and scale the store
  • Strong SEO performance post-migration with improved keyword rankings
  • Achieved position #2 for “polo shirts” within 3 months

The takeaway

Most migrations aim to not lose rankings. Planning the SEO transition before the build meant this one gained them.

Built with

The stack.

Shopify PlusShopify 2.0Custom Theme DevelopmentLiquidHTML/CSS/JavaScriptSEO MigrationPerformance Optimization

Services used on this project

Shopify Migration

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Shopify Plus Development

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Speed Optimization

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