Case Study · Shopify Plus

A Shopify Plus redesign
that transformed
the shopping experience.

Perfumebox is a premium US-based fragrance retailer stocking 100+ brands. We rebuilt their store on Shopify Plus — a complete design overhaul, streamlined subscription flow, and mobile-first performance that finally matched the quality of every box they ship.

1M+
Packages shipped
21K+
Verified reviews
100+
Fragrance brands
Plus
Shopify plan
Live Store Preview

The finished store, live on Shopify Plus

A clean, fast, fragrance-focused storefront built to convert on every device. Desktop and mobile views of the redesigned Perfumebox store.

Visit perfumebox.com
Perfumebox desktop
Perfumebox mobile

A premium fragrance retailer with serious scale

Perfumebox is a subscription-based fragrance retailer offering customers the chance to explore premium perfumes at an affordable monthly price. Based in the US, the brand curates a wide range of designer and niche fragrances from Lattafa and Versace to Paco Rabanne and Bvlgari delivered in convenient, travel-friendly formats. With over one million packages shipped and more than 21,000 verified reviews, Perfumebox had built an impressive operation and a loyal customer base. What it needed was a digital storefront that reflected that ambition and a platform capable of growing alongside the brand. The opportunity was clear: elevate the online experience to match the premium quality of the product, and build it on a foundation that would last.

Perfumebox screenshot Homepage - Perfumebox.com

Understanding the scale of the project

Before building anything, we needed to fully understand what Perfumebox was and what it required. Four key facts shaped every design and build decision.

01
100+ designer & niche fragrance brands
From mainstream names like Versace and Burberry to niche houses including Lattafa, Rasasi, and Dumont a catalogue that demands smart navigation and an exceptional discovery experience.
02
Subscription & Bundle & Save model
Perfumebox runs both a subscription service and a Bundle & Save programme two distinct purchasing journeys that needed to be clear, frictionless, and high-converting on all devices.
03
1 million+ packages shipped at scale
A business operating at genuine volume requiring a Shopify Plus foundation capable of handling high order throughput, multiple promotions, and a wide SKU range without performance compromise.
04
21,000+ verified customer reviews
A powerful social proof asset that needed to be surfaced intelligently throughout the store at product, collection, and brand level to reinforce trust at every decision point in the journey.

A great product let down by an underperforming store

Perfumebox had the inventory, the reviews, and the loyal customers. The store wasn't keeping pace. These were the four core problems we were brought in to solve.

Design
Brand presence didn't match product quality
The existing store lacked the polish expected from a premium fragrance brand. First impressions were creating doubt rather than desire a direct drag on conversion, especially for new visitors arriving from paid and organic search.
Navigation
Browsing 100+ brands felt like a chore
With a catalogue spanning hundreds of products across dozens of brands, customers struggled to find what they wanted. Discovery was friction-heavy, and brand pages lacked the editorial quality the brands and the customers deserved.
Conversion
Subscription sign-up was losing customers
The subscription onboarding flow had too many steps, unclear value communication at each stage, and a high drop-off rate. Customers who arrived ready to subscribe were leaving before completing the process.
Mobile
Mobile experience lagged behind desktop
With a growing share of traffic on mobile devices, the existing theme wasn't optimised for smaller screens. Key conversion points product pages, checkout, and subscription flows were all underperforming on the devices customers actually use.

Rebuilt on Shopify Plus, designed to convert

We started from a clear brief make Perfumebox feel as premium as the products it sells, and make it effortless to browse, subscribe, and buy. Every decision, from information architecture to typography, was made with that goal in mind.

Phase 01
Discovery & Store Audit
We began with a thorough audit of the existing Perfumebox store mapping the full customer journey, identifying conversion bottlenecks, and benchmarking current performance. This formed the basis of our design brief and build scope before any design work began.
Phase 02
Design Direction & Wireframing
Clean, modern, and fragrance-focused we defined a visual direction that positioned Perfumebox confidently in the premium tier. New typography hierarchy, refined colour palette, and editorial-style layouts were wireframed and reviewed with the client before any code was written.
Phase 03
Shopify Plus Theme Development
A full custom Shopify 2.0 theme was built on Shopify Plus with flexible sections, metafields for brand and product data, a rebuilt mega-menu with brand imagery, and seamless integration with the existing Judge.me review and ParcelPanel tracking apps.
Phase 04
Subscription & Bundle Flow Redesign
The subscription onboarding journey was completely rearchitected fewer steps, clearer value communication, and an intuitive plan management interface. The Bundle & Save pages were rebuilt with improved hierarchy to drive cross-sell and upsell performance at a higher rate.
Phase 05
Performance Optimisation & QA
Before launch, the store was put through a full performance optimisation pass image compression, lazy loading, critical CSS inlining, and script deferral to achieve an A-grade Core Web Vitals score. Cross-device and cross-browser QA was completed across all key user journeys.
Phase 06
Launch & Post-Launch Monitoring
The new store launched without downtime all product data, customer accounts, and order history preserved throughout the transition. We remained on-hand for a post-launch monitoring period to catch and resolve any issues before they could impact trading.

Four things that made the biggest difference

The redesigned store gave Perfumebox a sleek, user-friendly online presence that finally matches its premium offering. Here are the four areas that drove the most meaningful change.

01 - Design
Complete Shopify Plus redesign
A modern, fragrance-focused look built from scratch on Shopify 2.0 editorial layouts, rich brand imagery, and a visual language that positions Perfumebox where it belongs in the premium fragrance market.
02 - Subscriptions
Streamlined subscription onboarding
Rearchitected subscription sign-up and plan management fewer steps, clearer communication, and a dramatically reduced drop-off rate. Customers can now subscribe and manage their plans without friction at any step.
03 - Mobile
Mobile-first experience throughout
Every touchpoint from the homepage hero to checkout built with mobile as the primary consideration. Fast load times, intuitive touch interactions, and a layout that converts on the devices customers actually use.
04 - Navigation
Clearer brand & product navigation
A rebuilt mega-menu and dedicated brand index pages make it seamless to browse across 100+ fragrance brands - turning what was once a frustrating experience into a genuine pleasure of discovery.
100+
Brands with dedicated collection pages
21K+
Customer reviews integrated & surfaced
A
Core Web Vitals score achieved post-launch
Plus
Shopify Plus - built to scale with the brand

Built on the right foundation

Every technology decision was made for performance, scalability, and long-term maintainability so the Perfumebox team can keep growing without needing to rebuild again.

Shopify Plus
Enterprise-grade plan providing headroom for high order volumes, Shopify Scripts, and custom checkout extensibility as the brand continues to scale.
Shopify 2.0 Custom Theme
A fully bespoke theme with flexible sections and blocks giving the Perfumebox team full control over their storefront without needing developer assistance for every change.
Metafields & Metaobjects
Structured brand and product data using Shopify's native metafield system powering brand collection pages, scent profiles, and product detail enhancements throughout the store.
Judge.me Reviews
Deep integration of the Judge.me review system across product, collection, and brand pages surfacing 21,000+ verified reviews at the right moment in the purchase journey.
ParcelPanel Order Tracking
Custom-styled order tracking experience built into the storefront reducing support contacts and keeping customers informed and confident post-purchase.
Core Web Vitals Optimisation
Pre-launch performance pass covering image compression, critical CSS inlining, lazy loading, and script deferral — achieving an A-grade score across all Core Web Vitals metrics.

What our clients say about working with us

View all on Shopify
★★★★★

"Axis Web Art developed our website. They are easy to work with, thorough, and responsive. We have been very happy with their service."

GL
Garrett Leather
Roberta Sand, Marketing Director
★★★★★

"Great work, they know how to change your theme effectively without any issues. Fixed a few tiny issues moments after identifying them. Always a pleasure to work with this team of highly skilled players."

TC
Timothy
Founder, Timothy De Clue Collection
★★★★★

"We crafted a soothing online shopping experience for Bubbaroo, a leading Australian baby sleep bag brand. Our Shopify store design and development focused on safety, comfort, and parent peace of mind."

BU
Bubbaroo
Nicole Cassey, Founder
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