A Shopify Re-theme that Delivered 217% Sales Growth

Kaimai Outdoor is a New Zealand outdoor gear brand selling direct-to-consumer through Shopify. Their store had been running on the same theme for just under 1 year and while the product range had grown, the site experience hadn't kept pace. Navigation was clunky, mobile was underperforming, and the brand's identity wasn't coming through online.

With their growth targets, they needed a store that matched the quality of the gear they sell.

• An outdated theme holding back growth: The existing Shopify theme lacked modern layout flexibility, was slow to load, and didn't support the kind of browsing experience outdoor shoppers expect.
• Customers weren't coming back: The site experience wasn't giving shoppers a reason to return. A low returning customer rate signalled that while the product was strong, the online experience wasn't delighting customers or building loyalty.
• Brand disconnect: Product pages and navigation didn't reflect Kaimai Outdoor's positioning or make it easy for customers to find what they needed.

We delivered a full Shopify re-theme, then layered in targeted UX and accessibility improvements across the site.

• Modern Shopify theme migration: Moved to a current-generation theme, improving site speed, mobile responsiveness, and setting the store up for easier ongoing updates.
• Accessibility improvements: Resolved key accessibility issues to make the store usable for all customers.
• Redesigned product cards: Cleaner visual hierarchy, aligned to the Kaimai Outdoor brand, making it easier to browse and compare products at a glance.
• Rebuilt product detail pages: Feature call-outs, improved image galleries, and scannable product specs and benefits, giving customers the confidence to buy.
• Trust signals across key pages: Added site promise messaging (shipping, returns, quality) to reduce purchase hesitation.
• Smarter product recommendations: Introduced relevant cross-sell suggestions to increase average order value and help customers discover complementary gear.

In the 4 months since the re-theme went live (compared to the same period the previous year):

• +217% increase in sales: A major year-on-year revenue jump driven by a better site experience from end to end.
• +157% increase in orders: Significantly more customers completing purchases.
• +138% more sessions: The improved experience is driving more visits and more browsing.
• +37% higher average order value: Customers are spending more per transaction, supported by smarter product recommendations and clearer product pages.
• +96% increase in returning customers: Shoppers are coming back. The experience now matches the product.
• Full sell-through on key styles: Several products sold out completely, a first for the brand.

• Shopify Advanced (modern theme)
• Klaviyo
• GoSweetSpot