Boardies is a lifestyle and swimwear brand founded in 2015, inspired by creativity and travel. Known for its distinctive in-house designs, the brand creates bold, original swim shorts and seasonal swimwear collections.
Boardies Apparel
Boardies were running two separate Shopify stores, one for the UK and one for the US. This meant paying for duplicate apps and managing two catalogues and content sets. Both stores were on a Shopify 1.0 theme, limiting newer customisation options. They needed to consolidate both websites into a single Shopify store with a new brand-aligned theme.
The project focused on merging Boardies’ UK and US Shopify stores into a single setup. Shopify Markets was implemented to manage currencies and regional settings within one structure. We designed and built a new theme to replace the old Shopify 1.0 theme, alongside a full product page and navigation redesign.
Product data was migrated from tags to metafields to enable automated collections. We introduced Shopify Bundles and added a “Complete the Set” block to the product page to highlight complementary pieces and support full-set purchases. The Apparel Magic ERP was updated to align with the new store structure and maintain consistent product and inventory data.
One unified Shopify store replacing two separate sites.
Reduced ongoing app costs through app consolidation.
Faster category management through automated collections.
Redesigned product page and navigation for higher conversions.
Improved product discovery and upsell via bundled products.
A future-proof theme ready for ongoing iteration.
Building a Cleaner, More Scalable Product Catalogue
As part of the rebuild, product logic was moved away from manual tagging and into structured metafields. This formed the foundation for automated collections and a more consistent catalogue structure across the store.
By centralising how product data was defined and used, collection management became more systematic and better suited to future growth and ongoing needs.
Bringing Two Markets Into One Shopify Store
Consolidating the UK and US stores required careful coordination across multiple systems. Updates to the Shopify store and Apparel Magic ERP were planned, staged and tested in parallel to keep product data, inventory and fulfilment rules aligned. With two shipping locations involved, we completed the testing in both regions before final consolidation.
Services Provided
Shopify Design and Build
Shopify Theme Configuration
Data Migration
Product Page Redesign
Search & Navigation Redesign
Conversion Optimisation
Automated Product Bundles
Reviews Migration from Stamped to Judge.me
Kiwi Sizing Implementation
Wishlist Hero Implementation
App Audit
