Case study — Outdoor & Lifestyle Retail
Haven & Co. Interiors
A heritage outdoor brand with a store that sold despite itself. We rebuilt on Shopify OS 2.0 with a conversion-first PDP and storytelling modules worthy of the product.
Fig. 01 — Shopify DevelopmentDenver, USA
The challenge
Northpine had fierce customer loyalty and a store that actively worked against it: a 6-second mobile load, a theme Frankensteined by three previous agencies, and a checkout abandonment rate of 81%. Every paid dollar was leaking through the same holes.
The brief was operational as much as commercial: consolidate 40+ apps, migrate two years of subscription customers without churn, and give a lean in-house team a store they could actually run.
The approach
We started in the analytics, not the aesthetics. Session replays showed mobile shoppers abandoning at the variant selector — so the PDP was re-architected around a thumb-first configurator with persistent add-to-cart.
A custom OS 2.0 theme replaced the patchwork: storytelling sections for the brand's trail-tested credibility, sub-2s loads via a ruthless image pipeline, and 40 apps consolidated into 11, with three critical ones replaced by native functionality.
The migration ran in parallel for three weeks: 12,000 customers, 4,300 subscriptions and 600 SKUs moved with zero downtime, and a full 301 map protecting a decade of SEO equity.
- Thumb-first PDP configurator with persistent ATC
- Custom OS 2.0 theme, 1.4s mobile LCP
- Subscriptions migrated with zero churn events
- Klaviyo flows rebuilt around post-purchase education
The results
The new store paid for itself in eleven weeks. But the part we didn't expect: our team actually enjoys running it now.Marcus Hale — Founder, Northpine Outdoor Co.
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