LUMIEREX · Kidswear Shopify redesign case study
A story-led rebuild that lifted conversion from 1.5% to 2.5%
We audited, redesigned and rebuilt LUMIEREX's Shopify store around its real buyer, the thoughtful UK parent, turning a discount-led catalogue into a story-led conversion journey. Conversion rose from 1.5% to 2.5% in the first 90 days after launch (client-stated, Shopify Analytics).
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The results
Conversion rose from 1.5% to 2.5%
1.5%
Before · conversion
2.5%
After · conversion
+67%
Relative conversion lift (client-stated)
31
Page audit
6
Competitors benchmarked
1
Scalable PDP framework
Client overview
Meet LUMIEREX
LUMIEREX makes children's pyjamas the way few brands still do: 100% cotton, original countryside-inspired prints designed in-house, sewn in Ukraine by skilled hands, with part of the profits supporting stray animals. Founder Diana Novytskaya built a product with a real story, but the store told none of it, competing on price against the biggest UK high-street names.
Industry
Children's Sleepwear
Platform
Shopify
Location
Ukraine · UK Market
Focus
Audit · Redesign · Build
The challenge
Not a product problem, a positioning problem
LUMIEREX faced the problem every new DTC brand faces, sharpened by its category: a parent buying for a child's skin, where trust is the whole decision, with heavyweight UK retailers one tab away. The store answered "what is this product?" when it needed to answer "can I trust this small brand, and is the premium worth it?"
Audit snapshot
What was holding it back
- Discount-led entry devalued a premium brand
- Emotional reason to buy weak above the fold
- Trust assets (cotton, prints, Ukraine) buried
- Founder story kept off the buying journey
- PDP sold a basic set, not a bedtime story
- Sizing and fit confidence left unanswered
- Delivery and returns unclear near the CTA
- Reviews hidden in a tab, not used as proof
CRO hypotheses
The bets that shaped the rebuild
Every change started as a hypothesis about how a UK parent actually decides.
A story-led homepage beats a catalogue homepage for a product-aware visitor.
Product pages built as landing pages let any click convert on arrival.
One scalable PDP framework, personalized per print, scales without feeling templated.
Trust placed at the moment of hesitation beats trust volume buried in the footer.
The prints, craft and founder story are what justify the premium.
From the audit
What the audit told us to fix
Before design, we audited the store against how a UK parent actually decides: a 31-page teardown, benchmarked against six direct UK competitors, every finding paired with a fix.
The redesign, screen by screen
Homepage focus · current vs updated
Customer persona · the thoughtful UK parent
Audit overview · the core insight
Competitor scan · the UK market
Area
Current
What we changed
Homepage
A basic Shopify catalogue with a discount-led entry point.
A story-led DTC journey: soft 100% cotton pyjamas for cosy little dreamers.
Positioning
Answered "we sell pyjamas."
Answers "why trust this brand over the high-street giants?"
Above the fold
Product thumbnails first, story later or absent.
Warm lifestyle imagery and trust chips first, then the product.
Trust
Generic "support 24/7" and trust signals buried below the fold.
UK delivery, 30-day returns, secure and guest checkout, right at the buying moment.
Product page
Sold a basic pyjama set with a short, generic description.
Sells a personalized bedtime favourite: farmyard story, comfort, fit and proof.
Proof & value
Reviews hidden in a tab; the price left unjustified.
Visible parent reviews and a value stack that justifies the premium.
Homepage
Current
A basic Shopify catalogue with a discount-led entry point.
What we changed
A story-led DTC journey: soft 100% cotton pyjamas for cosy little dreamers.
Positioning
Current
Answered "we sell pyjamas."
What we changed
Answers "why trust this brand over the high-street giants?"
Above the fold
Current
Product thumbnails first, story later or absent.
What we changed
Warm lifestyle imagery and trust chips first, then the product.
Trust
Current
Generic "support 24/7" and trust signals buried below the fold.
What we changed
UK delivery, 30-day returns, secure and guest checkout, right at the buying moment.
Product page
Current
Sold a basic pyjama set with a short, generic description.
What we changed
Sells a personalized bedtime favourite: farmyard story, comfort, fit and proof.
Proof & value
Current
Reviews hidden in a tab; the price left unjustified.
What we changed
Visible parent reviews and a value stack that justifies the premium.
Before
After
Homepage
Before
After
Product page
Before
After
Homepage (mobile)
Before
After
Product page (mobile)
What we shipped
Testimonial
In the founder's words
“They completely redesigned my store, carried out a thorough UX audit, and implemented everything flawlessly in Shopify.”
Diana Novytskaya
Founder, LUMIEREX
Your store could be next
Selling on price? Sell the story instead.
If your store competes on discounts against bigger names, the fix is usually positioning and trust, not a lower price. Start with the $2,000 CRO audit and we will show you where trust and revenue are leaking, whether or not you work with us.
Book your CRO Audit, $2,000Explore the Growth Retainer