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Re-launching a sophisticated global lingerie e-commerce platform



  1. "Working with the team at Roundhouse Digital has been a pleasure. The perfect balance of art and science applied throughout the project. They took our brand vision and made it a reality in a digital context. "
    Sharon Lake, Founder
  2. 48% increase in sales
  3. "The re-design has made improvements to create a smoother and easier experience for our customer."
    Lauren Butler, Visual Merchandiser

Responsive E-Commerce Website Design And Development

Adina Reay is an international luxury lingerie brand available online and in retailers including Harvey Nichols, Journelle, and Selfridges. The brand approached Roundhouse Digital with the aim of developing a new e-commerce site to initiate sales online and grow an online community of returning visitors.

Modern styling meets century-old tradition

Designed in London, Adina Reay is devoted to celebrating the fuller figure without neglecting the importance of structure. The company challenges the bigger bust stereotype with luxurious products crafted from the silkiest satin, whisper fine tulle and soft delicate lace.

The site includes functionality to be notified when new ranges are released, to send a hint (a product sharing tool) and a feature to create a collection of favourite products.

The site offers a pure aesthetic with high quality usability across devices.

Shopify Integration

Built on the scaffold of Shopify the website includes a custom front end developed to deliver a clean and elegant environment and user flow. The site presents each range in detail, providing a rich story of product information and entry points to the product pages.

High Impact Photography

The site has high quality photography throughout with moodshots created for landing pages and consistently styled product shots for the range pages.

Sales Funnel

Roundhouse Digital re-designed the site to further target conversion optimisation measures and to create new layouts to showcase new ranges. The site offers a clean, simple layout with clear calls to action to ensure the user can move easily and quickly through the sales funnel on any device. The site has behaviour tracking to analyse the conversion funnels over time to make optimisation improvements based on emerging data.

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