Case Study

Simmi London

SIMMI London is a fast-growing fashion footwear brand known for bold, trend-driven collections and a strong digital presence.
Our collaboration began in 2019 with the goal of stabilising their ecommerce operations, improving performance, and supporting long-term scalability. Over time, this work evolved into a full platform migration and complete storefront rebuild — culminating in the launch of a high-performing Shopify Plus solution.

Platform

Shopify Plus

Industry

Fashion Footwear | D2C Ecommerce

Platform Foundation

Stabilisation & Cloud Migration

When we began working with SIMMI London, their Magento Cloud storefront suffered from slow loading times and recurring technical issues.
After addressing critical stability problems, and following a successful peak season, we migrated the platform to a self-hosted cloud environment. The migration — completed in just three months — immediately improved performance, reliability, and operational efficiency.

Full Shopify Plus Rebuild

In early 2025, we designed and built a new ecommerce website on Shopify Plus.
The platform leverages native Shopify capabilities and a broad ecosystem of connectors, allowing rapid integration of essential services with reduced development overhead. All historic data was successfully migrated from Magento, and the new site launched smoothly with zero downtime.

Growth & Customer Experience

Modern Storefront Design & Improved Speed

The new Shopify Plus storefront was designed to reflect SIMMI’s fast-fashion DNA — clean, modern, and highly conversion-focused.
By applying modern best practices, we significantly improved performance across all key templates, raising the average Google PSI score from 34 to 72.

Custom Shopify Apps Supporting Business Operations

To meet SIMMI’s operational needs, we developed several custom Shopify apps that extend platform functionality, streamline workflows, and support merchandising, customer experience, and order processing.

Preserved Organic Performance Through SEO Strategy

A carefully executed SEO migration ensured that all rankings, equity, and organic traffic were preserved.
The transition to Shopify Plus resulted in no loss of visibility — maintaining stable search performance from day one.

Operational Efficiency

Seamless Integrations Across Payments, Logistics & Marketing

The platform was connected to a wide range of third-party systems, including payment providers, marketing tools, CRM solutions, and logistics partners — all via standard connectors or tailored integrations. This ecosystem supports reliable order processing, flexible payment options, and robust marketing automation.

Key Integrations:

Stripe, Klarna, ClearPay, Klaviyo, Patchworks / Descartes, ZigZag, PION (Student Beans), UNiDAYS, CedCommerce, Awin

Stable, Scalable Architecture for High-Velocity Trading

The new Shopify Plus infrastructure provides a dependable foundation for SIMMI’s rapid release cycles, seasonal peaks, and ongoing international growth — ensuring smooth performance even during high-volume periods.

Results

Faster, more stable platform replacing the legacy Magento solution
Seamless transition to Shopify Plus with zero downtime
Significant improvement in Google PSI performance
Stronger operational workflows through custom Shopify apps
Successful SEO migration with no loss in organic rankings
A scalable, future-proof ecommerce ecosystem enabling continued growth

Looking ahead, we continue to support SIMMI London in enhancing the Shopify Plus experience, optimising performance, and evolving the platform to meet the demands of a fast-moving fashion brand.